The posting
It's fun to work in a company where people truly BELIEVE in what they're doing!
We're committed to bringing passion and customer focus to the business.
Peter Millar was founded in 2001 with a single cashmere sweater offered in 24 colors. Based in Raleigh and Durham, North Carolina, the American lifestyle brand has grown to include luxury performance sportswear, seasonal resort and country club apparel, sophisticated classics, casually refined tailored clothing and sartorial accessories.
We strive to capture timeless style upgraded with signature innovations, in designs that are in tune with modern life. We embrace working hard, being kind and doing right by our customers, aiming to set a higher standard for the apparel industry.
Peter Millar is seeking a strategic Brand Activation Manager, Lifestyle to lead the brand's lifestyle activation strategy across social media, experiential marketing, and cultural touchpoints. This role will shape how consumers discover, engage with, and experience Peter Millar through elevated social storytelling, immersive brand experiences, and thoughtfully crafted moments that deepen connection and drive long-term brand affinity.
As the lifestyle category lead on the Brand Activation team, this individual will bring the Peter Millar world to life through compelling ideas, refined storytelling, and distinctive consumer experiences. This role will own both the Lifestyle Social Strategy and Lifestyle Activation Calendar, developing integrated programs that strengthen brand relevance, inspire engagement, and reinforce Peter Millar's position as a premium lifestyle brand.
The ideal candidate is equally creative and strategic, with a strong instinct for culture, consumer behavior, and brand storytelling. They are capable of translating big ideas into content, social storytelling, and premium consumer experiences that resonate both online and in the real world. Whether introducing a new collection through an immersive brand experience, building engagement around a key seasonal campaign, or identifying opportunities to thoughtfully integrate talent and creators into a brand moment, this individual will play a critical role in shaping how consumers connect with the Peter Millar lifestyle.
Key Responsibilities
- Own the Lifestyle Social Strategy and Lifestyle Activation Calendar, developing integrated brand programs that drive awareness, engagement, community, and long-term affinity.
- Develop and execute social and content strategies that support seasonal campaigns, product launches, partnerships, and key brand initiatives across the Lifestyle business.
- Shape and evolve Peter Millar's lifestyle narrative through compelling storytelling rooted in craftsmanship, modern luxury, menswear, travel, culture, and premium experiences.
- Identify emerging trends, cultural moments, platform innovations, and audience behaviors to ensure Peter Millar remains relevant, differentiated, and aspirational.
- Translate seasonal campaigns, product launches, and brand initiatives into integrated content, consumer experiences, and activations that bring the Lifestyle business to life.
- Partner closely with Creative to develop campaign concepts, content strategies, and social storytelling frameworks that elevate brand relevance and deepen consumer engagement.
- Lead the development and execution of the Lifestyle Activation Calendar, identifying opportunities to bring seasonal campaigns and brand initiatives to life through experiential marketing, events, and consumer experiences.
- Partner with Influencer, PR, Retail, Digital, Brand Management, and Creative teams to deliver integrated consumer engagement programs.
- Monitor content, channel, and activation performance, leveraging consumer insights to inform future strategies, campaigns, and experiences.
- Manage agency, production, venue, and activation partners as needed.
Required Qualifications
- Bachelor's degree in Marketing, Communications, Business, or related field preferred.
- 5+ years of experience in brand marketing, social media, experiential marketing, or integrated marketing.
- Experience developing integrated marketing campaigns from concept through execution.
- Experience leading social media and content strategies for luxury, fashion, lifestyle, hospitality, travel, or premium consumer brands.
- Deep understanding of Instagram, TikTok, YouTube, and emerging social platforms, including content best practices, audience growth strategies, and platform trends.
- Experience planning and executing consumer-facing activations, events, partnerships, or experiential marketing programs.
- Strong understanding of luxury consumer behavior, cultural trends, and aspirational brand storytelling.
- Demonstrated ability to develop creative concepts and translate them into meaningful consumer experiences.
- Demonstrated leadership experience, including coaching team members, driving cross-functional collaboration, and developing high-performing talent.
- Exceptional communication, presentation, project management, and stakeholder management skills.
Preferred Qualifications
- Experience within luxury apparel, men's fashion, premium retail, hospitality, travel, or lifestyle brands.
- Deep appreciation for men's style, craftsmanship, culture, travel, and premium consumer experiences.
- Experience developing experiential marketing programs, retail activations, hospitality experiences, or brand partnerships.
- Experience working with influencers, creators, ambassadors, talent, or public relations teams.
- Experience managing social analytics and performance reporting.
- Experience leading integrated organic and paid social initiatives.
If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us!
Peter Millar & G/FORE are equal opportunity employers. In accordance with anti-discrimination law, it is the purpose of this policy to effectuate these principles and mandates. Both Peter Millar & G/FORE prohibit discrimination and harassment of any type and they afford equal employment opportunities to employees and applicants without regard to race, color, religion, gender, age, national origin, genetic information, marital status, disability status, protected veteran status, sexual orientation, or any other characteristic protected by law. Both Peter Millar & G/FORE comply with applicable state, county and local laws governing non-discrimination in employment.
