Sr. Manager, Brand Activations (West)

Strategic Focus:

• With direction from Head of Retail Marketing - NA, develop and execute a comprehensive regional marketing strategy that aligns with national and global brand initiatives as well as meets commercial needs.
• Must possess ability to deploy insights driven creativity to proactively come with innovative ideas.
• Drive development of new customer acquisition and new HNWI strategies.  
• Develop and execute retail activations, client experiences, localized brand partnerships, community-driven moments, and PR opportunities to drive traffic, sales, and brand desirability & consideration.
• Identify high-potential regional brand partnerships to amplify brand visibility and engage key consumer segments.
• Support new store openings, tourism initiatives, and key seasonal moments to drive engagement and new customer acquisition.
• Partner with internal stakeholders, including retail management teams, corporate marketing, and PR, to create best-in-class customer experiences that enhance brand affinity.

Planning & Coordination:

• Concept, develop, and execute in-store activations & community-driven moments at a regional level; owning the full lifecycle of planning.
• Manage all logistics, including vendor procurement + coordination, partnership agreements, sourcing event related materials, guest list, etc. to ensure seamless execution.
• Ensure meticulous management of project details, event timelines, vendor contracts, guest lists, and operational logistics; optimizing ROI and execution efficiency.
• Oversee onsite, day-of coordination, including event setup and breakdown for events in region.

·      Post-event duties include preparing sales analysis recap, monitoring online and offline exposure, tracking customer sales evolution and preparing weekly reports.

·      Manage budgets for events & specific plans, ensuring accurate billing and invoicing.

·      Update global and regional marketing calendars for accuracy and alignment.

Market Insights & Performance Optimization

·      Analyze & present regional market insights - including competitive, consumer, channel, and industry trends - to inform Ralph Laurens strategy.

·      Aggregate and leverage data insights to continuously refine marketing mix, customer engagement strategies, and event formats for maximum impact.

·      Support business strategies by utilizing historical performance, current trend analysis, and cross-functional insights in partnership with corporate partners.

·      Ensure that marketing efforts are grounded in a deep understanding of consumer behavior.

·      Track key performance metrics related to events, partnerships, and marketing activations, providing regular reporting and actionable insights.

·      In depth understanding of total region and individual store performance and key product focus.

Cross-Functional Collaboration & Relationship Building

• Serve as the primary retail marketing contact for the West Coast region, liaising with store management teams, internal cross-functional stakeholders, PR agencies, community organizations, and local partners.
• Build and foster relationships to amplify national campaigns with regional marketing efforts.
• Work closely with corporate teams to ensure alignment across brand, retail, and digital marketing strategies.

·      Communicate consistently with marketing team stakeholders through regular updates and cross-functional meetings.