Global Marketing Manager, Lifestyle

📌 Core Information

🔹 Job Title: Global Marketing Manager, Lifestyle

🔹 Company: New Balance

🔹 Location: Boston, MA Headquarters - (NB)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 22, 2025

🔹 Experience Level: 5-7 years

🔹 Remote Status: On-site (Hybrid)

🚀 Job Overview

Key aspects of this role include:

• Driving impactful marketing programs for New Balance's Lifestyle consumer
• Supporting the development and execution of global Go-to-Market strategies
• Collaborating with internal teams and external partners
• Managing campaign assets and overall campaign process

ASSUMPTION: This role requires a strategic thinker with strong project management skills and experience working with cross-functional teams. Familiarity with the global sneaker and fashion market is essential.

📋 Key Responsibilities

✅ Go-to-Market Support: Assist in developing GTM strategies, including channel and product team collaboration, product photography production, sample management, and deck maintenance. Provide logistical support for key meetings and the GTM SharePoint site.

✅ Campaign Management: Support and lead launch campaigns, including brief development, athlete/ambassador integration, 360 rollout planning, tactical and channel strategies, and global asset management, contributing to increased brand awareness and engagement within target demographics.

✅ Cross-Functional Collaboration: Manage internal teams (Creative Services, PR, Social, Retail, Digital) and external partners (Agencies, Media) to ensure timely delivery of campaign assets. Lead kickoffs, oversee creative productions, and manage asset inputs, E-Comm kits, copy direction, and channel implementation.

✅ Communication & Reporting: Regularly share updates and present to leadership. Collaborate cross-departmentally with Product, Merchandising, Finance, and Legal.

✅ Brand Stewardship: Ensure all consumer-facing content adheres to brand, category, and athlete guidelines.

✅ Regional & Channel Liaison: Maintain weekly contact with PR, Social, Site, and Retail teams to provide necessary information and gather channel insights.

✅ Administrative Support: Assist with budget management (POs, invoices, tracking), create and manage SOWs, coordinate sample management, and oversee asset delivery and sharing.

ASSUMPTION: This role involves managing multiple projects and stakeholders, requiring strong organizational skills and the ability to prioritize tasks effectively.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 5-7 years of global brand/product marketing experience

Required Skills:

• Strategic thinking and strong project management skills
• Experience developing creative briefs and managing marketing content needs
• Strong understanding of the global sneaker and fashion market and cultural landscape
• Familiarity with the go-to-market process
• Excellent communication (written and verbal) and organizational skills
• Proven ability to navigate complex organizations and build strong cross-functional relationships
• Strong problem-solving and decision-making skills
• Proficiency in digital marketing (paid/social media, SEO, SEM, content marketing)
• Demonstrated ability to manage complex projects with multiple stakeholders and timelines
• Excellent interpersonal skills for effective collaboration with internal and external partners
• Experience with project management (e.g., Asana) and digital asset management (e.g., Widen) tools
• Ability to travel as needed

Preferred Skills:

• Experience with the New Balance brand or similar athletic footwear companies
• Fluency in additional languages

ASSUMPTION: Candidates with experience in the athletic footwear industry or familiarity with the New Balance brand may have an advantage in this role.

💰 Compensation & Benefits

Salary Range: $80,000 - $120,000 per year (Based on industry standards for a Marketing Manager with 5-7 years of experience in the Boston area)

Benefits:

• Medical, dental, and vision insurance
• Life insurance
• 401K
• Tuition reimbursement
• Lifestyle reimbursement ($1,000 per year)
• Vacation (4 weeks per year)
• Holidays (12 per year)
• Parental leave

Working Hours: Full-time (40 hours per week), with a hybrid work schedule (in office three days per week)

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Marketing Manager with the required experience level in the Boston area. Actual compensation may vary based on factors such as skills, experience, and negotiation.

📌 Applicant Insights

🔍 Company Context

Industry: Apparel & Fashion. New Balance is a well-established athletic footwear company with a strong global presence.

Company Size: Medium (15,000+ employees worldwide). This size allows for ample opportunities for growth and collaboration while maintaining a focus on individual contributions.

Founded: 1906. New Balance has a rich history and a strong brand identity, providing a stable and established work environment.

Company Description:

• New Balance is committed to craftsmanship, innovation, and empowering people through sport and community involvement.
• The company offers a comprehensive benefits package, including traditional benefits and nontraditional perks like online learning, tuition reimbursement, and mentorship programs.
• New Balance fosters a culture of work-life balance, with a flexible hybrid work schedule and generous vacation time.

Company Specialties:

• Athletic footwear and apparel
• Global marketing and branding
• Community engagement and sustainability initiatives

Company Website: https://www.newbalance.com/

ASSUMPTION: New Balance's established brand and extensive global presence provide a stable and supportive work environment for employees.

📊 Role Analysis

Career Level: Mid-level. This role offers opportunities for growth and advancement within the marketing department and the broader organization.

Reporting Structure: This role reports directly to the Senior Manager, Lifestyle Marketing.

Work Arrangement: Hybrid. Associates work in the office three days per week (Tuesday, Wednesday, and Thursday) and have the flexibility to work from anywhere for four weeks per calendar year.

Growth Opportunities:

• Advancement within the marketing department or related fields
• Expansion of responsibilities and leadership opportunities
• Potential to work on global campaigns and collaborate with international teams

ASSUMPTION: This role offers ample opportunities for professional growth and development within the marketing department and the broader organization.

🌍 Location & Work Environment

Office Type: Corporate headquarters. The Boston office is a vibrant and collaborative work environment, fostering teamwork and innovation.

Office Location(s): 20 Guest St, Boston, MA 02135, USA

Geographic Context:

• The Boston area offers a diverse cultural scene, with numerous museums, theaters, and sports teams.
• The city is known for its rich history, world-class education institutions, and thriving tech industry.
• Boston has a temperate climate, with warm summers and cold, snowy winters.

Work Schedule: Full-time (40 hours per week), with a hybrid work schedule (in office three days per week)

ASSUMPTION: The Boston office provides a collaborative and engaging work environment, with ample opportunities for professional growth and development.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR department
• In-depth interview with the hiring manager and/or team members
• Final interview with senior leadership

Key Assessment Areas:

• Marketing and campaign management skills
• Strategic thinking and problem-solving abilities
• Cross-functional collaboration and communication skills
• Cultural fit and alignment with New Balance's values

Application Tips:

• Highlight relevant marketing experience and achievements in your resume
• Tailor your cover letter to demonstrate your understanding of the role and New Balance's brand
• Prepare examples of successful marketing campaigns you've managed, focusing on strategy, execution, and results
• Research New Balance's brand, values, and recent marketing efforts to show your enthusiasm and preparation

ATS Keywords: Global marketing, lifestyle consumer, campaign management, brand stewardship, cross-functional collaboration, project management, digital marketing, SEO, SEM, asset management

ASSUMPTION: The interview process for this role will focus on assessing the candidate's marketing skills, strategic thinking, and cultural fit with New Balance's values.

🛠️ Tools & Technologies

• Asana (project management)
• Widen (digital asset management)
• Microsoft Office Suite
• Google Workspace
• Social media platforms (Instagram, Facebook, Twitter, etc.)
• SEO and SEM tools (e.g., Google Analytics, SEMrush, Ahrefs)

ASSUMPTION: Familiarity with project management and digital asset management tools is essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Craftsmanship
• Innovation
• Empowerment
• Community
• Integrity

Work Style:

• Collaborative
• Innovative
• Results-driven
• Adaptable
• Customer-focused

Self-Assessment Questions:

• Do you align with New Balance's core values, and how have you demonstrated these values in your previous roles?
• How do you stay organized and manage multiple projects and deadlines in a fast-paced environment?
• Can you provide an example of a time when you had to adapt to a significant change in a marketing campaign or strategy?

ASSUMPTION: New Balance values candidates who demonstrate a strong work ethic, collaboration, and a commitment to the company's mission and values.

⚠️ Potential Challenges

• Managing multiple projects and stakeholders with tight deadlines
• Adapting to changes in marketing strategies or campaign directions
• Balancing the need for creativity and innovation with brand guidelines and consistency
• Collaborating effectively with remote or international teams

ASSUMPTION: These challenges can be overcome with strong project management skills, adaptability, and effective communication.

📈 Similar Roles Comparison

• This role is unique in its focus on the Lifestyle consumer segment within New Balance's marketing department.
• Compared to other marketing manager roles, this position requires a strong understanding of the global sneaker and fashion market and cultural landscape.
• Career progression in this role could lead to senior marketing positions within New Balance or related industries.

ASSUMPTION: This role offers a unique opportunity to specialize in marketing for a specific consumer segment within a well-established athletic footwear company.

📝 Sample Projects

• Developing and executing a global Go-to-Market strategy for a new Lifestyle product launch
• Managing a cross-functional team to create and implement a 360-degree marketing campaign for an existing Lifestyle product
• Analyzing market trends and consumer behavior to inform marketing strategies and campaign tactics

ASSUMPTION: These sample projects demonstrate the strategic and collaborative nature of the role, as well as the need for a strong understanding of the global sneaker and fashion market.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the Lifestyle Marketing department?
• How does this role contribute to New Balance's overall marketing strategy and brand positioning?
• What are the most significant challenges facing the Lifestyle consumer segment, and how can this role address them?
• What opportunities exist for professional growth and development within this role and the broader marketing department?
• How does New Balance support work-life balance for its employees, particularly in hybrid work arrangements?

ASSUMPTION: These interview questions help candidates better understand the role, the team, and the company culture, enabling them to make an informed decision about their application.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume to highlight relevant marketing experience and achievements
• Write a cover letter that demonstrates your understanding of the role and New Balance's brand
• Prepare examples of successful marketing campaigns you've managed, focusing on strategy, execution, and results
• Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.