Retail Marketing Manager, EMEA - #46800

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.