Key Facts

Remote From:

Full time

English

Hard Skills

Visual Merchandising Omni-Channel Marketing Retail Marketing Strategy Campaign Management Supply Chain Retail Design Database Marketing Project Management Campaign Management Product Launch Readiness Stakeholder Communications Brand Management Brand Management Marketing Resource Allocation Retail Operations Campaign Management

Other Skills

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Team Leadership
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Accountability
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Communication
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Collaboration
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Time Management
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Organizational Skills
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Mentorship
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Prioritization
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Problem Solving
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Creativity

Roles & Responsibilities

Experience in retail marketing, specifically owned retail or visual merchandising, ideally within an EMEA or global retail environment.
Strong understanding of media and what it takes to drive traffic to retail as a channel.
Proven experience managing and developing a team of marketing or creative professionals.
Commercially minded with the ability to balance brand expression and business performance.

Requirements:

Develop and own the annual and seasonal retail marketing strategy and calendar, translating global brand concepts into local retail narratives and defining priorities by store tier, market, and moment.
Drive store traffic and engagement through local activations, in-store events, and CRM-driven consumer‑centric activities; own campaign launches and retail briefs.
Own performance targets and insights, analyze post-campaign results, and continuously refine strategy; ensure omnichannel alignment with paid media and CRM.
Lead and develop a small team of retail marketing specialists; enable stores with briefs, messaging, and tools; collaborate cross-functionally and represent retail marketing in global/regional forums.

New Balance

About New Balance

In 1906, New Balance began as a humble one-man operation founded on the belief that “we were born to move,” and has since grown into an international corporation, selling footwear and apparel in over 120 countries and employing over 8,000 associates worldwide. Our mission has always been to support the performance of athletes, and with an unparalleled focus on quality and craftsmanship, we’ve come to set the standard for comfort and fit in an industry all too often driven by hype. We’re incredibly proud of our history and how far we’ve come, but companies don’t thrive for over a century by being content. Whether it’s setting a new style trend, retooling our manufacturing process, or building a new state-of-the-art headquarters, we pursue innovation with a spirit of fearless independence. As the only privately held major footwear company in the world, we’re free to do things our way, pushing limits and testing boundaries as we continually reimagine what could be. After all, the status quo isn’t static. But doing things our way wouldn’t mean much if we weren’t also doing them the right way. We invest in our associates as they invest in us, and as we move forward, we make a point of giving back, supporting communities around us through ambitious philanthropic efforts and involvement programs. We are a company that cares, and our culture is one of integrity and teamwork where together we become greater than the sum of our parts.

Founded: 2018

Company size: 5001 - 10000

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Job description

Who We Are:

Since 1906, New Balance has empowered people through sport and craftsmanship to create positive change in communities around the world. We innovate fearlessly, guided by our core values and driven by the belief that conventions were meant to be challenged. We foster a culture in which every associate feels welcomed and respected, where leaders and creatives are inspired to shape the world of tomorrow by taking bold action today.

JOB MISSION:

The Retail Marketing Manager owns the retail marketing strategy and is responsible for driving store traffic, in store campaign performance and brand storytelling across our NB stores. The role will translate our Brand, GTM and commercial strategy into effective and locally relevant retail marketing initiatives that will help to drive footfall, conversion, and customer engagement.

The Retail Marketing Manager acts as the strategic marketing lead for physical retail, ensuring commercial clarity by market and store tiering. They will partner very closely with our Paid Media, Visual Merchandising, CRM, Retail operations and local marketing teams to bring the strategy to life.

MAJOR ACCOUNTABILITIES:

Retail Marketing Strategy and Planning

Responsible for developing and owning the annual and seasonal retail marketing strategy that is aligned with the brand campaigns, moments, GTM and merch/commercial objectives.

Translate global brand concepts into retail relevant narratives that resonate with local consumers, either by region or country.

Define retail marketing priorities by store tier/channel, market/region and moment (flagship, inline, outlet).

Build and manage the annual retail marketing calendar including:

Product launches

Store moments and local activations

Sale/peak planning

Campaign & Launch ownership

Own the retail marketing brief for campaigns and product launches by defining:

Campaign/Launch objectives

Priority categories and products

Instore messaging and story telling

Partner closely with VM to ensure that all plans are created in line with brand/marketing objectives

Store Traffic and Engagement

Drive store traffic through:

Local store activations in partnership with local marketing teams

Instore events and activations

In partnership with CRM, create consumer centric activities to stores (ie product previews or local launches)

Performance Management and Insights

Own the retail marketing targets and update partners accordingly

Traffic/Footfall

Campaign uplift

Engagement metrics

Database sign ups

Analyse post campaign performance and identify takeaways and best practices.

Continuously refine the strategy and plan based on the insights and takeaways.

Cross-Functional leadership

Collaborate with paid media and CRM to ensure omnichannel alignment and seamless customer journeys from online to offline.

Align partners on campaign objectives, messaging priorities, and execution requirements.

Support local markets with retail marketing guidance, toolkits, timelines, and campaign deployment.

Represent retail marketing needs in Global and regional forums.

Store team enablement

Ensure stores are briefed on upcoming campaigns and priorities

Provide simple tools for store teams:

Campaign one pagers

Key messages and talking points

Consumer proposition and spec sheets

Team leadership

Lead, mentor, and inspire a small team of retail marketing specialists, fostering a culture of creativity, accountability, and continuous improvement.

Allocate team resources effectively across campaigns, store tiers, and seasonal priorities.

Guide the team in translating strategic briefs into compelling retail executions

Demonstrated ability to independently manage and drive multiple high-pressure projects simultaneously, providing clear prioritization guidance to teams.

REQUIREMENTS FOR SUCCESS:

Relevant number of years of experience in retail marketing, specifically owned retail, or visual merchandising, ideally within an EMEA or Global retail environment.

Strong understanding of media, and what it takes to drive traffic to retail as a channel.

Strong understanding of visual merchandising principles and store execution.

Proven experience managing and developing a team of marketing or creative professionals.

Commercially minded with the ability to balance brand expression and business performance.

Skilled in cross-functional collaboration, working with media, merchandising, creative, and marketing teams to deliver seamless retail experiences.

Excellent project management, organizational, and communication skills.

Proven experience managing multiple large scale retail marketing projects simultaneously, with strong organizational and project management skills.

A passion for enhancing the in-store consumer experience and driving meaningful connections between brand and shopper.

The role is full time – 38 hours, 5 days a week.

BENEFITS:

Discretionary Bonus Opportunity

Discount on the health insurance

8% holiday allowance

Flexible Working Hours

Pension Scheme

25 days Annual Leave per year

Up to €300 travel allowance each month

Hybrid working

On-site Gym

Employee Discount

Work from-home allowance

Home working equipment

Sports subscription services

Flexibility to work 20 days from anywhere each year

Wellbeing and Mental Health Benefit (24/7 Employment Assistance Program & Support)

Equal Opportunity Employer:

New Balance is committed to equality of opportunity for all current and prospective associates regardless of age, disability, race, religion or belief, gender, sexual orientation, pregnancy and maternity, marriage and civil partnership and gender reassignment. We are an equal opportunity employer and support a culture of diversity and inclusion.

If you have not already done so, please let us know if you require any support so we can make the right adjustments and considerations should they be required.

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