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Brand Marketing Manager, PRO Activations, East, NA (Florida based)
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Company Description
At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups and Celebration.
Position Overview
Ralph Lauren is seeking a dynamic and seasoned Brand Marketing Manager, PRO Activations (East) to manage the development and strategic execution of marketing initiatives across the East region with focus on the Southeast. The Manager, Brand Activations (East) is responsible for building brand awareness and driving qualified traffic to PRO (Polo Retail Outlets) throughout the region with a vast knowledge of the Southeast. Direct experience with brand engagement tactics that drive ROI via: customer acquisition programs, elevated retail marketing activations, local B2B & charitable partnerships, market expansion store opening strategies, and regional PR strategies.
This individual is accountable for developing and executing these events and programs; to generate sustainable profitable revenue, drive traffic, meet both the region’s financial and marketing goals, and differentiate the brand within the landscape to deliver a best-in-class customer experiences. The role serves as a key liaison between corporate marketing, store management & retail field teams, and external partners, ensuring that Ralph Lauren’s brand vision is seamlessly translated into localized, consumer-focused markets.
The ideal candidate is a strategic thinker, a meticulous planner, and a self-starter who thrives in a fast-paced, results-driven environment. Candidates must possess excellent organizational skills, teamwork, effective communication, strong relationship management, negotiation skills, creativity, and adaptability.
This is a regional position based in South Florida, requiring travel for on-site support. A flexible schedule (including weekends) to support various regional activations is a crucial aspect of the role.
- Location: This role is based in South Florida
- Travel: Ability to travel is required. A minimum of 2-4 days per quarter in New York/New Jersey is expected to foster collaboration with key team members.
Essential Duties & Responsibilities
Strategic Focus:
- Develop and execute a comprehensive regional marketing strategy that aligns with national and global brand initiatives as well as meets commercial needs.
- Drive development of new customer acquisition and retention 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 creative team, to create best-in-class customer experiences that enhance brand affinity.
- Led the strategic launch and end-to-end ownership of the Clienteling experience across the region, driving personalized engagement, operational excellence, and measurable impact on customer lifetime value (LTV) through tailored outreach and omnichannel integration.
- Manage strategic partnerships with mall centers across the region by creating traffic-driving opportunities through collaborative media plans, unique display concepts, third-party partnerships, and center-led events and activations to amplify brand presence and drive foot traffic.
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 Lauren's strategy.
- Lead data acquisition programs to support targeted marketing efforts and enhance customer segmentation.
- Leverage CIX and CMI insights to inform regional customer acquisition and retention strategies, ensuring data-driven decision-making across initiatives.
- 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.
Experience, Skills & Knowledge
- Management experience in retail field and stores.
- Bachelor’s (B.A. or B.S.) from a four-year college or equivalent preferred.
- Computer proficiency (i.e. Word, Excel, PowerPoint, Outlook); ability or aptitude to learn technical applications quickly
- Brand store and event experience a must.
- Events management and local PR experience a plus.
- Weekend hours and travel required.
- Highly organized and detail-oriented with the capacity to successfully manage multiple projects simultaneously.
- Ability to work well under pressure in a fast-paced environment.
- Excellent written, verbal, and presentation skills.
