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

#

W179131

State/Region

Illinois

Department

Creative Services

Location

United States

City

Rosemont

Pay Range:
The pay range for this job is $0 - $1000000 annually; actual pay is dependent on experience and geographic location.

Benefits:
Base pay is only one part of our employee value proposition, which includes a robust benefits package, above-market time off, hybrid working arrangements, incentive compensation, where applicable, and varied learning opportunities.

COMPANY DESCRIPTION

Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company's brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, among others, constitute one of the world's most widely recognized families of consumer brands.

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

The Brand Image Manager is critical to the implementation and success of commercial strategies, brand perception, and overall brand execution in our stores. In addition, the role is instrumental in mentoring and training frontline teams on brand standards related to both product presentation and creative execution. They will support the evolution of strategies with a direct line of 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 is a key partner to District business leads, supporting alignment across the district from a floor set execution, operations/maintenance, and talent career pathing perspective.

ESSENTIAL DUTIES & 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.

* Use metrics (e.g., sell-through, conversion rates, traffic flow) to optimize product placement and visual storytelling.

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).

* Ensure brand image remains intact during transitions or disruptions.

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 to inspire new approaches.

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.

EXPERIENCE, SKILLS & KNOWLEDGE

* 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…