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Rapha Racing Limited produces cycling clothing, working to redefine comfort, style, and performance for cyclists of all ability levels, ranging from beginners to professionals. The
Brand Activation Manager
Location
California + 1 moreAll locations: California | New York
Posted
81 days ago
Salary
0
Seniority
Senior
Job Description
Brand Activation Manager
Rapha Racing
• Build and deliver a rolling 12–18 month activation calendar aligned with global brand priorities and the regional cycling calendar. • Collaborate closely with the USA Marketing Manager to ensure alignment with the broader US strategy, USA Cycling roadmap and campaign calendar. • Identify and execute high-impact activation opportunities across owned, partner and wholesale events. • Represent the Rapha brand to riders, partners, athletes and industry stakeholders at major events. • Own the end-to-end delivery of all US brand activations, including USA Cycling event execution and satellite community hero moments. • Manage production, suppliers, staffing, budget and on-site operations to ensure consistent, premium physical brand presentation. • Own and maintain Rapha’s activation assets, including the activation vehicle, and oversee its deployment across the region. • Deliver industry-leading physical experiences that inspire participation, engage RCC members, convert new customers and elevate athlete presence. • Support day-to-day liaison for USA-based sponsored athletes (excluding USAC governance managed by the Marketing Manager), coordinating logistics, servicing and on-site support. • Proactively identify and integrate athletes into activations and community initiatives to maximise cultural and commercial impact. • Collaborate with the Global Content team and USA Marketing Manager to originate and capture compelling athlete-led content, both always-on and campaign-driven (e.g. race moments, partnership initiatives). • Identify storytelling opportunities on the ground and ensure high-quality on-site capture for social, digital and campaign rollouts. • Own the amplification of the activation programme through @rapha_n_america (or equivalent), delivering engaging regional content aligned with brand guidelines. • Leverage athlete and partner relationships to maximise reach, engagement and audience growth. • Drive physical brand presence in priority metros and growth markets, supporting RCC membership growth and increased market penetration. • Ensure activations generate measurable new customer acquisition and meaningful rider engagement.
Job Requirements
- Live event production and experiential delivery
- Strategic activation planning, budgeting & supplier management
- Athlete relationship management and on-site coordination
- Content creation and regional social amplification
- Strong understanding of cycling culture and athlete ecosystems
- Ability to confidently represent the brand in public-facing environments
- High level of organisation, resilience and adaptability
Benefits
- Generous PTO allowance
- United Healthcare Package for Medical, Dental & Vision (80% Rapha, 20% Individual) based on a minimum requirement of 30 hours per week
- 401K Program
- 2 additional days paid time off to participate in a sportive or similar related cycling event
- A flexible riding benefit to allow you to go out riding on a Wednesday morning with colleagues or learn to cycle through our Getting Started Scheme
- An annual clothing allowance of $1,200 for testing and promotional purpose
- A company bonus scheme
- Wellbeing support with MyndUp
- Bike racing expenses up to $35 per race entry
- A 50% staff discount and a discount for family and friends
- Industry discounts on brands such as Patagonia, Osprey, Finisterre, Wahoo
- Free membership to the Rapha Cycling Club
- Enhanced Parental Leave and Pay
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