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Brand Marketing · Germany

DACH Marketing Manager

Rapha launched in 2004 to redefine cycling apparel. Today progressive design and storytelling has built a global movement.

We love cycling in all its forms, from the city streets to the highest peaks. And we know its power to transform lives. Led by innovation, we embody this love through a dedication to the world's greatest sport, by setting a new standard in design and pushing the cutting edge of performance and human craft.

The DACH Marketing Manager will contribute to this mission by driving brand growth, cultural relevance and community momentum across Germany, Austria and Switzerland - one of Rapha’s most important regions.

THE ROLE


As DACH Marketing Manager, you lead Rapha’s brand marketing across Germany, Austria and Switzerland, with Germany as the primary focus. You own the regional marketing plan, build cultural relevance in a highly competitive market, and ensure Rapha’s presence in DACH reflects both global ambition and deep local understanding.

Germany is home to two of Rapha’s 18 global Clubhouses, in Berlin and Munich, and an established RCC membership base. Despite this strong foundation, the region has become increasingly competitive. You are Rapha’s on-the-ground marketing lead: building the athlete and ambassador relationships that give the brand cultural credibility, showing up at the events that matter to German cyclists, and working alongside RCC and Retail partners to extend Rapha’s reach beyond the Clubhouse cities.


KEY RESPONSIBILITIES

DACH Brand Marketing Strategy

  • Develop and lead Rapha’s DACH brand marketing strategy, identifying the key moments, partnerships and initiatives that will drive brand growth (revenue and customer base) and cultural relevance across the region.

  • Translate global brand priorities into locally resonant activity, ensuring DACH campaigns reflect Rapha’s identity and the distinctive cycling culture of the region.

  • Identify priority communities, events and cultural touchpoints where Rapha must show up to win in DACH - across endemic cycling, women's cycling and the wider culture that surrounds the sport.

Events, Sponsorship & Brand Activation

  • Own Rapha’s events strategy across DACH, identifying and activating the races, gran fondos and cultural cycling moments that matter most to our target audiences with the aim of attracting new customers.

  • Develop distinctive DACH-led brand initiatives and activations, identifying key moments in the regional sporting and cultural calendar where Rapha can build relevance, reclaim cultural authority and grow its audience.

  • Build and manage our DACH athlete and ambassador ecosystem, partnering with riders who authentically represent the brand and activating them across events, campaigns and storytelling.

  • Identify emerging talent and cultural voices that align with Rapha’s values and can extend brand reach to new audiences.

  • Lead end-to-end activation of sponsored events and brand experiences - on-site presence, athlete integration, content capture and press amplification, ensuring every activation builds brand heat. community engagement and attracts new customers.

Community, Content & Partnerships

  • Support the global RCC brand programme with locally relevant content and activations that showcase the vibrancy of the DACH cycling community, making the club feel compelling and membership worth having.

  • Work alongside the EU Regional Community Manager and Community Leads in Berlin and Munich to build Rapha’s presence and RCC Community in our primary DACH metros.

  • Use Berlin and Munich Clubhouses as activation hubs while driving brand presence in key cities beyond them, working alongside RCC teams rather than duplicating their efforts.

  • Work alongside the RCC Satellite Manager and Retail team to provide marketing activation support for satellite community launches and retail pop-ups, leading local audience building, content and social amplification.

  • Develop DACH-led storytelling - riders, routes, events and culture - that contributes to Rapha’s content ecosystem and fuels owned, earned and social channels.

  • Identify and develop co-marketing partnerships with local retailers, cafés, studios and cultural spaces that extend Rapha’s reach into DACH cycling communities, particularly in satellite cities.

  • Work with the Wholesale Marketing Manager to align DACH wholesale partners to campaign activity and product launches, ensuring brand consistency across all retail touchpoints.

  • Feed market insight from satellite, pop-up and partnership activity back to RCC and Retail partners to inform future investment decisions.

PR & Earned Media

  • Work in close partnership with the Global Media & Influence Manager to translate and execute Rapha’s PR strategy for the DACH market.

  • Support the day-to-day running of Rapha's DACH PR agency, ensuring briefs are landed well and output is delivered to a high standard, securing coverage across endemic cycling, lifestyle and business press.

  • Re-engage the German and DACH media, building meaningful journalist relationships beyond press release distribution and product seeding.

Performance & Market Impact

  • Increase footfall to clubhouses, grow active customer base in the region and maximise data capture at all events and touchpoints

  • Track and report on DACH marketing performance across brand, community and commercial metrics, providing clear recommendations to senior leadership.

  • Monitor competitive activity and market trends, identifying opportunities to reclaim and extend Rapha’s position in the DACH market.

  • Maintain strong budget discipline across all marketing investment, ensuring measurable impact against agreed KPIs.

SKILLS

  • Strategic regional marketing planning and execution

  • Events sponsorship, negotiation and end-to-end activation management

  • Athlete and ambassador programme management

  • Community-led brand building and cross-functional collaboration

  • Local partnership development and wholesale/retail brand alignment

  • Senior stakeholder and partnership management

  • Content strategy and storytelling to drive earned media impact

  • Deep understanding of the DACH cycling landscape: events, culture, media and communities

  • Budget ownership and performance tracking

  • Fluency in German and English (written and spoken) is essential

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:

  • Flexible working hours

  • Support for ad-hoc remote working during the week - minimum 4 days in office

  • 25 days annual leave

  • 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

  • A health cash plan provided by Healthshield worth up to £1405 per year

  • Mental health support with MyndUp

  • Free barista coffee and social drinks in the office

  • Subsidised lunches 3 days per week

  • Monthly department social events and quarterly office social away days

  • 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

  • Cycle2Work scheme

  • Company Pension Scheme

  • Enhanced Parental Leave and Pay

Department
Brand Marketing
Locations
Germany
Brand Marketing · Germany

DACH Marketing Manager

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