Global Marketing Manager, Lifestyle

📌 Core Information

🔹 Job Title: Global Marketing Manager, Lifestyle

🔹 Company: New Balance

🔹 Location: Brighton, MA, USA

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 23, 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 global Go-to-Market strategies and content development
• Managing cross-functional teams and external partners
• Ensuring brand stewardship and adherence to guidelines
• Collaborating with regional and channel teams for insights and information sharing

ASSUMPTION: This role requires a strategic thinker with strong project management skills and experience working with cross-functional teams. A solid understanding of the global sneaker and fashion market, along with proficiency in digital marketing, is essential for success.

📋 Key Responsibilities

✅ Develop and execute global Go-to-Market strategies for the Lifestyle Business Unit

✅ Manage cross-functional teams (Creative Services, PR, Social, Retail, Digital) and external partners (Agencies, Media) for campaign asset delivery

✅ Lead launch campaigns, including brief development, athlete/ambassador integration, 360 rollout planning, tactical and channel strategies, and global asset management

✅ Ensure all consumer-facing content adheres to brand, category, and athlete guidelines

✅ Maintain weekly contact with regional and channel teams to provide necessary information and gather insights

✅ Manage budgets, create and manage SOWs, coordinate sample management, and oversee asset delivery and sharing

ASSUMPTION: This role involves a high level of collaboration and communication, requiring excellent written and verbal communication skills. Strong problem-solving and decision-making abilities are also crucial for success.

🎯 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 SharePoint and PowerPoint
• Fluency in additional languages

ASSUMPTION: While a Master's degree is not required, it may be beneficial for candidates seeking to advance their careers in marketing. Additionally, experience with specific marketing tools and platforms may be an advantage.

💰 Compensation & Benefits

Salary Range: $90,000 - $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 with company match
• Tuition reimbursement and student loan support
• Mentorship programs
• Lifestyle reimbursement ($1,000 per year)
• 4 weeks of vacation, 12 holidays, and generous parental leave

Working Hours: Full-time, with a hybrid work arrangement (3 days on-site, 2 days remote)

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 internal equity.

📌 Applicant Insights

🔍 Company Context

Industry: New Balance operates in the competitive sporting goods manufacturing industry, with a focus on running, outdoor, training, and lifestyle products.

Company Size: New Balance is a mid-sized company with 5,001-10,000 employees globally, providing a structured yet agile work environment.

Founded: 1906, with a rich history in craftsmanship and innovation in the footwear industry.

Company Description:

• New Balance is an independent, privately-held company that empowers people through sport and craftsmanship to create positive change around the world.
• The company is committed to maintaining its independence and fearlessly challenging conventions to innovate and reimagine what's possible in the footwear industry.
• New Balance fosters a culture of integrity and teamwork, investing in its associates and giving back to communities through philanthropic efforts and involvement programs.

Company Specialties:

• Running & Outdoor
• Training
• Lifestyle
• Lacrosse
• Tennis & Court
• Kids
• Apparel
• Baseball
• Track & Field
• Soccer
• Skateboarding
• Softball
• Golf
• Cycling
• and Hiking

Company Website: www.newbalance.com

ASSUMPTION: New Balance's independent status allows it to maintain a unique culture and fearlessly challenge industry conventions. The company's commitment to craftsmanship, innovation, and community involvement sets it apart in the competitive footwear market.

📊 Role Analysis

Career Level: This role is at the mid-level management stage, with opportunities for growth and advancement within the marketing department and the broader organization.

Reporting Structure: The Global Marketing Manager, Lifestyle reports directly to the Senior Manager, Lifestyle Marketing.

Work Arrangement: This role follows a hybrid work arrangement, with associates working on-site three days per week (Tuesday, Wednesday, and Thursday) and remotely for the remaining two days.

Growth Opportunities:

• Advancement to Senior Manager or Director-level roles within the marketing department
• Expansion into other business units or regional marketing roles
• Development of leadership and management skills through mentorship programs and internal training opportunities

ASSUMPTION: New Balance's structured yet agile work environment provides ample opportunities for career growth and development, with a strong focus on internal promotions and mentorship programs.

🌍 Location & Work Environment

Office Type: New Balance's headquarters in Brighton, MA, features a modern, collaborative workspace with state-of-the-art amenities.

Office Location(s): 100 Guest St, Brighton Landing, Brighton, MA 02135-2088, US

Geographic Context:

• The Brighton area offers a mix of urban and suburban living, with easy access to Boston and nearby outdoor recreation opportunities.
• The region is known for its vibrant arts and culture scene, with numerous museums, theaters, and music venues nearby.
• Brighton is home to a diverse population, with a mix of long-time residents and young professionals.

Work Schedule: Full-time, with a hybrid work arrangement (3 days on-site, 2 days remote)

ASSUMPTION: New Balance's Brighton headquarters offers a modern, collaborative work environment that fosters creativity and innovation. The Brighton area provides a mix of urban and suburban living, with easy access to cultural attractions and outdoor recreation opportunities.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the New Balance careers portal
• Phone or video screen with the HR department
• In-depth behavioral interview with the hiring manager and a panel of cross-functional stakeholders
• Final interview with the Senior Manager, Lifestyle Marketing
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Project management and cross-functional collaboration abilities
• Cultural understanding and market knowledge
• Communication and interpersonal skills
• Technical proficiency in digital marketing and relevant tools

Application Tips:

• Tailor your resume and cover letter to highlight relevant experience and skills for this role
• Demonstrate your understanding of the global sneaker and fashion market and New Balance's brand
• Prepare examples of your experience developing creative briefs and managing marketing content needs
• Showcase your ability to manage complex projects with multiple stakeholders and timelines
• Follow up with the HR department one week after your interview to express your continued interest in the role

ATS Keywords: Global Marketing, Lifestyle Consumer, Go-to-Market Strategies, Campaign Management, Cross-Functional Collaboration, Brand Stewardship, Digital Marketing, Project Management, Hybrid Work Arrangement

ASSUMPTION: New Balance's application process is designed to assess candidates' strategic thinking, project management, and cross-functional collaboration skills, as well as their cultural understanding and market knowledge. Tailoring your application materials to highlight these areas will increase your chances of success.

🛠️ Tools & Technologies

• Asana (Project Management)
• Widen (Digital Asset Management)
• SharePoint
• PowerPoint
• Google Workspace (Gmail, Google Drive, Google Docs)
• Social media platforms (Facebook, Instagram, Twitter, TikTok)
• SEO and SEM tools (e.g., Google Analytics, Google Ads)
• Content marketing platforms (e.g., WordPress, Hootsuite)

ASSUMPTION: Familiarity with these tools and platforms is essential for success in this role. Candidates should be prepared to demonstrate their proficiency in using these tools during the interview process.

👔 Cultural Fit Considerations

Company Values:

• Fearless Independence
• Craftsmanship
• Integrity
• Teamwork
• Community Involvement

Work Style:

• Collaborative and team-oriented
• Agile and adaptable
• Data-driven and strategic
• Results-focused and accountable
• Committed to continuous learning and improvement

Self-Assessment Questions:

• How do you embody New Balance's value of Fearless Independence in your approach to marketing?
• Describe a time when you had to adapt your work style to fit a new team or project dynamic. How did you ensure the success of the project?
• How do you balance maintaining brand guidelines with the need for innovation and creativity in your marketing campaigns?

ASSUMPTION: New Balance's culture values fearless independence, craftsmanship, integrity, teamwork, and community involvement. Candidates should be prepared to demonstrate how their work style aligns with these values and how they have embodied them in previous roles.

⚠️ Potential Challenges

• Managing multiple stakeholders and timelines for complex marketing campaigns
• Balancing brand adherence with innovation and creativity in marketing content
• Adapting to a hybrid work arrangement and maintaining productivity and collaboration
• Keeping up with industry trends and market shifts in the global sneaker and fashion market
• Managing a budget and ensuring timely delivery of campaign assets within budget constraints

ASSUMPTION: These challenges require strong project management, communication, and adaptability skills. Candidates should be prepared to discuss how they have overcome similar challenges in previous roles and how they plan to approach these challenges in this role.

📈 Similar Roles Comparison

• Compared to other marketing manager roles, this position places a greater emphasis on global Go-to-Market strategies and cross-functional collaboration
• Industry-specific context: The global sneaker and fashion market is highly competitive, with a constant need for innovation and differentiation
• Career path comparison: This role offers opportunities for growth and advancement within the marketing department and the broader organization, with potential paths to senior management or director-level positions

ASSUMPTION: Candidates should be prepared to discuss how their experience and skills make them a strong fit for this role compared to similar marketing manager positions in the industry.

📝 Sample Projects

• Developing and executing a global Go-to-Market strategy for a new Lifestyle product launch, including channel and product team collaboration, product photography production, sample management, and deck maintenance
• Managing a cross-functional team to create and execute a 360 rollout plan for a marketing campaign, including tactical and channel strategies, global asset management, and athlete/ambassador integration

• Leading a team to develop a creative brief for a marketing campaign, ensuring adherence to brand, category, and athlete guidelines while maintaining innovation and creativity

ASSUMPTION: These sample projects demonstrate the key responsibilities and required skills for this role. Candidates should be prepared to discuss how their experience aligns with these project examples and how they have approached similar projects in previous roles.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the Lifestyle Marketing department?
• How does the company support the professional development and growth of its marketing associates?
• What are the key priorities for this role in the first 90 days?
• How does the company measure the success of its marketing campaigns, and what key performance indicators (KPIs) are most important for this role?
• What opportunities are there for collaboration with other business units or regional marketing teams?

ASSUMPTION: These questions demonstrate a candidate's interest in the role and the company's culture, as well as their understanding of the key responsibilities and priorities for the position.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight relevant experience and skills for this role, with a focus on global brand marketing, project management, and digital marketing
• Prepare examples of your experience developing creative briefs and managing marketing content needs, as well as your ability to manage complex projects with multiple stakeholders and timelines
• Follow up with the HR department one week after your interview to express your continued interest in the role
• If selected for the final interview, be prepared to discuss your approach to brand stewardship, cross-functional collaboration, and global Go-to-Market strategies

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