Community & Brand Activation Manager; Part-Time – San Francisco

Pas Normal Studios is a Copenhagen-based brand creating contemporary technical cycling apparel defined by performance, design, and culture. Founded in 2015, we combine technically advanced products with visionary aesthetics and a strong community-driven mindset.

We are focused on sustainable, long-term growth across Europe, Asia, and North America, and how our brand is experienced on the ground matters deeply to us.

Pas Normal Studios is seeking a highly connected, culturally fluent Community & Brand Activation Manager to represent and grow the brand in San Francisco.

This role sits within the Global Marketing team and reports to the Trade Marketing Manager, working closely with the Retail & Wholesale team.

The role is responsible for building and activating Pas Normal Studios’ local community through rides, runs, events, partnerships and in-store experiences.

This is a highly visible position. The person in this role will act as the public face of Pas Normal Studios in San Francisco and play a key role in driving store traffic, community growth and brand relevance in the US market.

• Plan and host regular weekly and monthly community rides, runs and events
• Organize cultural moments such as talks, film nights, exhibitions and pop-ups
• Build and maintain strong relationships with local cycling clubs, cafés, creative communities and cultural partners
• Actively represent Pas Normal Studios at relevant local events

• Drive traffic into the San Francisco store through community-led activations
• Support store launches, campaigns and seasonal initiatives
• Ensure local activations are aligned with global brand and campaign priorities

• Identify and develop local brand, café, club and creative collaborations
• Co-create events, rides and moments that expand reach and relevance
• Work closely with wholesale partners when relevant

• Localize and activate global campaigns for the San Francisco and broader Bay Area market
• Support email, social and community growth in collaboration with HQ

• Track activity and performance against agreed KPIs
• Provide monthly reports to the Trade Marketing Manager on activity, reach and impact
• Share insights on local culture, community needs and growth opportunities

Success in this role is reflected in a visible, engaged, and growing local community around Pas Normal Studios in San Francisco and the border Bay Area. Community rides, events, and activations are well attended, consistent, and culturally relevant, and the brand is present and recognized within the local cycling and creative scene.

Over time, success is seen through increased store traffic driven by community activity, a growing and engaged local community database, and strong local partnerships that feel authentic to Pas Normal Studios. Repeat participation, meaningful collaborations, and a clear connection between community engagement and brand presence are key indicators of success.

These indicators are intended to guide priorities and will be reviewed and refined over time in dialogue with the Trade Marketing Manager.

• Experience in brand activation, community marketing, events, retail or partnerships
• Background in cycling, fashion, design, culture or premium lifestyle brands is a strong advantage

• Strong personal network in San Francisco/ Bay Area cycling, cultural and creative scene
• Recognized as a connector and community builder

• Outgoing, confident and comfortable leading groups and rides
• Highly organized and able to execute independently
• Entrepreneurial mindset with strong follow-through
• Passionate about cycling, people and culture

• Available to work evenings and weekends when needed
• Comfortable representing the brand publicly

This role is based in San Francisco and requires a regular on-site presence, with flexibility to work evenings and weekends in connection with community events, rides, and activations. Working hours will vary depending on the local activation calendar.

Applications are reviewed on an ongoing basis. Please send your application and CV  no later than February 27. Please mark the subject line:
Community & Brand Activation Manager (Part-Time) – San Francisco.

All inquiries are treated confidentially.