Birkenstock USA, LP 100 Wood Hollow Drive, Suite 100 Novato CA. 94945
www.birkenstock.com/us
At Birkenstock, our business is a reflection of who we are. We have a passion for our products, an appreciation of their
heritage and a genuine belief in their benefits. Our business is a reflection of what we represent - quality products that
are comfortable, unique, timeless and respectful of the world around us. Our mission is to deliver happiness and
satisfaction.
To provide quality products and services, we need quality people. We are looking for talented people who share our
values of accountability, responsiveness, excellence, teamwork, respect, integrity and a positive attitude.
JOB TITLE: Senior Manager, Brand Activations
LOCATION: SF Bay Area/NYC/LA
REPORTS TO: Lead Director, PR & Special Projects
TYPE: Exempt
SALARY: $120k - $130k
Note: Relocation and any associated costs are the sole responsibility of the person hired for this position.
THE ROLE
BIRKENSTOCK is seeking a Senior Manager, Brand Experience & Activations to join the team and help shape how
the brand comes to life across the United States, translating brand strategy into distinctive, culturally relevant
experiences that deepen consumer connection and drive business impact.
Sitting at the intersection of brand strategy, culture and execution, this role will develop the experiential strategy and
deliver experiences that translate BIRKENSTOCK’s brand values into meaningful real-world moments — from retail
openings and consumer activations to cultural programming, partnerships and special projects.
We are looking for someone who can move fluidly between big-picture thinking and hands-on execution. Someone
who understands not only how to produce an event, but how to build a brand experience: What story are we telling?
Why should BIRKENSTOCK show up here? How should it feel? And what does it take to bring that vision to life?
This person will partner closely with the department lead to translate brand strategy and creative direction into
actionable plans, independently lead priority initiatives and workstreams and bring greater strategic structure,
measurement and scalability to a growing area of the business. This is an individual contributor role with significant
cross-function and external partner leadership.
WHAT YOU’LL DO
• Lead brand experiences and activations end-to-end, thinking holistically about the consumer experience –
from concept, programming and storytelling through planning, execution, on-site management and post-
event reporting
• Maintain a strong pulse on culture across fashion, art, design, food, music, wellness and sport, identifying
relevant opportunities and communities for BIRKENSTOCK to show up in ways that feel authentic and
distinctly its own
Birkenstock USA, LP 100 Wood Hollow Drive, Suite 100 Novato CA. 94945
www.birkenstock.com/us
• Manage experiences including retail openings and programming, consumer activations, community events,
VIP and media experiences, partnerships and special projects
• Translate creative and creative direction into actional experiential plans, balancing ambition, brand integrity,
consumer impact and operational realities.
• Lead on-the-ground execution while managing multiple activations and workstreams across markets,
timelines and stakeholders
• Serve as a connective force across Retail, Creative, Communications, Social, Digital, Merchandising and
other teams, creating alignment around plans, responsibilities and deliverables
• Manage experiential agencies, producers, fabricators, vendors and external partners from briefing and
scoping through execution
• Own project budgets, scopes, timelines and estimates
• Develop systems, frameworks and ways of working that create greater consistency, efficiency and
scalability across the experiential program
• Establish objectives and KPIs for experiential initiatives and evaluate performance against them
• Develop clear, compelling recaps and presentations that communicate plans, performance, learnings and
recommendations to senior leadership and global stakeholders
• Ensure experiential initiatives consistently reflect Birkenstock’s brand strategy, identity, values and point of
view while allowing for relevant cultural and market expression.
• Partner with Creative and Brand leadership to shape experiential concepts and establish clear creative and
brand principles for execution.
WHAT YOU BRING
• 7+ years of experience in experiential marketing, brand experience or activations, ideally within a leading
consumer brand and/or agency
• Demonstrated experience leading complex, high-touch brand experiences from concept through execution
• Strong strategic and creative instincts, cultural intuition and a discerning point of view on how physical
experiences contribute to broader brand storytelling
• Exceptional project-management and operational skills, with experience managing multiple workstreams,
budgets and external partners
• Strong cross-functional communication skills and the ability to create alignment and influence across teams
• Excellent written, verbal and visual communication skills, including the ability to develop clear, executive-
ready presentations
• Experience building processes and frameworks and an analytical mindset for measuring performance
• Resourcefulness, sound judgment and the ability to anticipate problems, identify solutions and make
decisions as conditions change
• A collaborative, low-ego approach and willingness to be hands-on when the work requires it
TRAVEL & WORKING EXPECTATIONS
Frequent travel is an essential part of this position.
Birkenstock USA, LP 100 Wood Hollow Drive, Suite 100 Novato CA. 94945
www.birkenstock.com/us
BIRKENSTOCK experiences happen across the United States, and this role requires being physically present where
the work is happening. Candidates should expect regular domestic travel and frequent evening, and weekend work
tied to events, activations and key brand moments.
This is a meaningful part of the role, not an occasional requirement. The right person will be energized by traveling to
markets, working on the ground with partners and teams, and seeing experiences through to live execution.
The position is otherwise remote, with access to BIRKENSTOCK offices depending on the employee’s location.
If interested, please send cover letter and resume to katelynn.ramos@birkenstock.com. Subject line should list “Senior
Manager, Brand Activations”.
BIRKENSTOCK USA, LP IS AN EQUAL OPPORTUNITY EMPLOYER.
7+ years in experiential marketing or brand activations; demonstrated experience leading complex brand experiences; strong project management, communication, and analytical skills; frequent domestic travel and evening/weekend work required.
Key Responsibilities
- leading brand experiences
- managing activations
- developing experiential strategy
Job Details
- Category: Marketing
- Seniority: Senior Level
- Commitment: Full Time
- Workplace: Remote — San Francisco or New York City or Los Angeles
- Salary: USD 120,000 – 130,000 / year
- Languages: English
About BIRKENSTOCK
A footwear brand that creates quality products and delivers happiness and satisfaction. — Industry: Retail and Wholesale