US Brand Activation Manager

Rapha launched in 2004 to redefine cycling apparel. Today, progressive design and storytelling have built a global movement. At Rapha, we want to make cycling the most important sport in the world, by transforming the lives of millions. We are on a mission to create the world’s greatest club through our Rapha Cycling Club (RCC).

The USA Brand Activation Manager will contribute to this mission by leading Rapha’s physical brand presence across the United States - delivering world-class experiences, strengthening athlete and community connections, expanding our footprint in key and growth markets and generating compelling athlete-driven content.

Role overview:

As USA Brand Activation Manager, you lead the delivery of Rapha’s activation programme in the United States. You are responsible for planning and executing a best-in-class calendar of events, athlete activations and grassroots initiatives that drive brand heat, community growth and commercial impact.

This is a hands-on, field-facing leadership role which is remote but which requires approximately 40% regional travel. You are a visible ambassador of the brand, representing Rapha to riders, athletes, partners and industry stakeholders at major cycling touchpoints across the USA.

Key responsibilities:

National Activation Programme Leadership

• 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. Event and Field Execution Excellence 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.

Athlete Integration & Content Creation

• 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.

Local Social and Amplification 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. Community Growth and Market Expansion

• 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.

Skills required:

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 Working at Rapha

We are continuously looking into ways to invest in our employees and build a better working culture and environment. Here are just some of the internal benefits we offer:

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