Marketing Manager, Game Changer Consumer

Job ID
Marketing, PR & Communications


New Balance has a history of 100 years of enduring performance and is still running strong today. Part of what makes New Balance so unique is our commitment to making products that not only provide performance, but also superior fit and comfort. The same attention that is placed on our athletic shoes and apparel is also placed on our associates. New Balance thrives because of the passion and dedication of the people we hire. We rely on our associates to match our enthusiasm for the business and to help drive consumers to move further, faster and more frequently. We seek associates who are always on the move. Associates who push themselves forward and are motivated to move New Balance forward. Ask yourself: Are you ready to move the world?


As Global Marketing Manager for the Game Changer consumer group, you will be responsible for developing consumer-focused, athlete-led global marketing strategies and plans for the Field of Play/Team Sports category, which includes basketball, baseball, tennis, cricket, golf, fastpitch softball, lacrosse, soccer, running, hockey and training.


Working in collaboration with HQ product/sales teams, regional marketing teams and other global marketing functional teams (brand design, digital, ecommerce, retail, sports marketing, PR, etc.) you will work with the global integrated marketing consumer team and partners to:


  • Develop the annual marketing plans and budgets for the Field Of Play categories to align with global brand priorities and FOP Global Business Unit business priorities.
  • Develop and manage annual global integrated marketing plans/budgets
  • Partner with regional marketing teams on annual regional marketing execution plans/budget
  • Manage the development of seasonal integrated campaigns for all categories (noted above)
  • Assist in briefing agencies on the seasonal brand/product story for each FOP category
  • Drive digital-first, distribution-led strategy for all campaigns
  • Capitalize on opportunities to connect on and off field efforts in storytelling
  • Lead the production of seasonal creative assets with internal and agency partners


  • Partner with regional marketing teams on execution of seasonal category activations
    • Manage the regional distribution, adaptation and execution of seasonal FOP category campaigns
    • Partner with regional marketing functions (channel marketing, DTC, PR, events, etc.) on specific seasonal activations for key retailers, key events and media planning
  • Lead development of the Game Changer consumer profile
    • Partner with agency and NB global consumer insights team to define key characteristics, behaviors, habits and preferences of the global Game Changer to guide marketing plans
    • Work with regional teams to continuously build on consumer work to capitalize on trends and emerging platforms
  • Champion expansion of digital efforts to own the category social media handles (ie: NB Baseball, NB Tennis, etc) to expand our distribution footprint and connect with the Game Changer athlete globally.
    • Develop social media programs around key sports moments, NB athletes, and seasonal key product stories
    • Develop rich digital content each season to support key product launches and athlete stories
    • Partner with regional marketing teams on regional adoption of global social media content and integration regional social media content into global handles
    • Grow consumer reach and engagement of all FOP social media handles
  • Identify and manage key partnerships and activations
    • Maximize brand value from select global media partnerships
    • Determine additional needs for global media partners to increase distribution of content to the Game Changer athlete.


This position reports to the Senior Global Marketing Manager, Game Changer Consumer Group.



  • Bachelor’s degree required, MBA strongly preferred, with 7+ years of marketing experience.
  • Footwear, apparel or athletics industry experience preferred.
  • Expertise & experience in baseball, lacrosse, soccer, tennis, basketball and training preferred.
  • Strong understanding of the creative process. Proven experience translating strategic goals into creative solutions and experience in production planning and execution.
  • Experience with working in a cross functional/regional matrix type of marketing organization and international markets.
  • Extensive experience in planning, implementing and evaluating digital brand engagement initiatives deployed using social technologies and platforms. Understanding of innovative approaches to reaching younger consumers.
  • Experience managing direct reports.
  • Experience in programming and production of digital/video content in support of a holistic digital/video annual content calendar
  • Exceptional communication skills with the ability to communicate effectively within all levels of the organization and with external partners, agencies and collaborators.
  • Flexible and adaptable to changing needs and trends.
  • International experience a plus.
  • Travel Required.


We’re happy to provide traditional benefits, but to us, the greatest benefit of working at New Balance is taking advantage of additional programs that will enhance your life at work and at home as you grow with our business. Our benefits, at a glance, include:

  • 401k plan with employer match
  • Generous vacation package and paid holidays
  • Paid time off to volunteer in the community
  • Fitness Reimbursement Program
  • Discounted Health Club Memberships
  • Corporate Gift Matching
  • 40% associate discount

Your Career Development:


While the company looks to achieve strategic goals, each associate is encouraged to take ownership and mold their development process as they conquer their personal aspirations. To guide you in the process we offer traditional and nontraditional development opportunities, including mentor programs, to help you move your body or career, in which our executives participate as mentors. We also offer customized team sessions, on and off-site seminars and tuition reimbursement.


New Balance provides equal opportunities for all current and prospective associates and takes affirmative action to ensure that employment, training, compensation, transfer, promotion and other terms, conditions and privileges of employment are provided without regard to race, color, religion, national origin, sex, sexual orientation, gender identity, age, handicap, genetic information and/or status as an Armed Forces service medal veteran, recently separated veteran, qualified disabled veteran or other protected veteran.


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