Ralph Lauren Brand Image Manager, Pro, Field, NY, Midwest & Great Lakes

About the Role

The Brand Image Manager is critical to the implementation and success of commercial strategies, brand perception, and overall brand execution in our stores. This role mentors and trains frontline teams on brand standards related to product presentation and creative execution. It supports the evolution of strategies with direct communication to the Brand Image Home Office team to ensure product strategies are implemented as designed, mitigating risk and delivering the intended customer experience. The Brand Image Manager partners with District business leads to align floor set execution, operations, maintenance, and talent career pathing.

Responsibilities

• Visual Strategy & Execution
  • Lead seasonal floor plan development, key item placement, and market-specific reviews to ensure optimal product presentation.
  • Oversee consistent execution of floor sets across stores, including photo reviews and feedback loops.
  • Partner with the Home Office on zone and fixture placement, creative direction, and product assortments to align store environments with brand vision.
  • Analyze store performance and customer behavior to inform visual merchandising decisions using metrics (e.g., sell-through, conversion rates, traffic flow).
• Field Partnership & Market Support
  • Collaborate with Store teams and District Leads to identify brand opportunities and deliver targeted training within each market.
  • Conduct joint market visits with District Leads at least once per quarter to assess execution, coach teams, and reinforce brand standards.
  • Support district-level sales floor presentation, brand integrity, and repair & maintenance (R&M) needs.
  • Develop visual contingency plans for unexpected events (e.g., product delays, store closures, inventory shifts).
• Communication & Best Practices
  • Facilitate regional and district best practice calls to share visual strategies, execution wins, and learning moments.
  • Participate in monthly brand calls to cascade field insights and feedback to the Home Office.
  • Act as a liaison between field and corporate teams to ensure alignment and responsiveness to market needs.
  • Conduct market visits to stay ahead of visual trends and retail innovations; share insights with field and corporate teams.
• Talent Development & Recognition
  • Identify, mentor, and develop visual talent within the field, fostering a pipeline of future leaders.
  • Champion consistent recognition of store teams for visual improvements and brand excellence.
• Product & Training Support
  • Lead product knowledge training and cascading for seasonal launches and key product moments.
  • Support product standards, capacity planning, and maintenance across stores to ensure optimal presentation and replenishment.
• Project Leadership
  • Participate in early store and regional store projects, including remodels, openings, and pilot initiatives.
  • Map Home Office resources to support stores within the district, ensuring coverage and execution continuity.

Requirements

• Strong visual merchandising and creative skills.
• Demonstrated leadership skills and ability to manage at many levels.
• Capacity to multitask and manage competing priorities.
• Proven ability to translate store KPI reporting into actionable merchandising takeaways.
• Proficiency in Microsoft Office Suite.
• Willingness to travel up to 50%.