EMEA Senior Marketing Manager Omnichannel

The organisation

Sports and craftsmanship have played a key role in the New Balance brand since 1906. The company combines innovation, style and flair. New Balance ensures that all its employees feel respected and welcome, so that everybody can contribute their creativity to the maximum extent. This has been a successful strategy: the company reported a turnover of more than $5 billion last year, achieving growth of 21% over the previous year.

New Balance is fully aware of its responsibility in a rapidly changing world. The company strives to make a positive impact on people and on the planet. When it comes to sustainability, the focus is on energy-efficiency, choice of materials, product circularity and lifespan, and the origin of raw materials. For example, New Balance is working to make its production chain fully free of deforestation, it plans to switch to 100% renewable energy in its production facilities by 2025, and it is a signatory to the UN Fashion Charter for Climate Action.

As an international consumer brand, strong branding and a sophisticated marketing strategy are crucial – especially in a world where digital is playing an increasingly important and ever-changing role. The central marketing organization for EMEA is therefore undergoing a strategic transformation, with the aim of strengthening collaboration and knowledge-sharing between local and central teams and creating an organization that always thinks from the customer’s perspective. The EMEA Senior Marketing Manager Omnichannel will play a key role in this transition.

The position

The EMEA Senior Marketing Manager Omnichannel will play a crucial role in transitioning the EMEA marketing organization towards becoming a strategic motor that will act as the driving force behind growing sales and brand engagement across all relevant markets.

Tasks & responsibilities 

Occupying a central role, the EMEA Senior Marketing Manager Omnichannel will enable the entire EMEA marketing division to operate strategically and collaboratively, and to achieve optimum synergy, driven by brand and by data. To this end, she/he will develop and implement a centrally driven OMNI marketing strategy for the entire region. This consumer-centric approach will serve as a single source of truth across all channels, ensuring a consistent and fully integrated consumer experience across all touchpoints and all markets.

The marketing mix of online, social media, website and retailers (both online and offline) is complex and international in nature. In order to anchor the brand firmly in the daily lives of our customers and continue to grow revenues, it is important that the marketing strategy is based on an understanding of this complexity. Breaking down silos, bringing experts together, and contributing to local marketing plans based on a central calendar are all necessary steps in this. The marketing organization is being restructured in order to achieve this. The EMEA Senior Marketing Manager Omnichannel will act as a senior expert with knowledge of marketing, digital and e-commerce, but also as a central program leader who can provide various local teams with coaching and substantive direction.

The EMEA Senior Marketing Manager Omnichannel will coordinate the various teams to ensure that consumer behavior and insights from all channels are taken into account when designing and evolving interactions with and recommendations for consumers. She/he will manage and continuously update the integrated marketing calendar for EMEA, ensuring that it reflects all global, regional and local cultural events and specifics. She/he will be responsible for communicating global campaigns and brand messages effectively, without overshadowing locally relevant consumer needs. She/he will act as a role model when it comes to sharing knowledge and best practices, and evaluate campaigns before presenting the relevant lessons and insights to the wider marketing organization.

The EMEA Senior Marketing Manager Omnichannel will work with the Brand Strategy Team and the Consumer Insights & Analytics Team to create campaign reports and dashboards as necessary, and with the Senior Marketing Manager GTM to draw up the central strategy and marketing calendar. The EMEA Senior Marketing Manager Omnichannel will report to the EMEA Marketing Director and coordinate plans with the various category teams, brand teams and DTC teams. She/he will manage twenty direct reports, as well as a number of external teams through marketing agencies.

“The aim is to build an organization that is not just consumer-centric, but consumer-obsessed. The EMEA Senior Marketing Manager Omnichannel drives this mindset and establishes the right process within the organization.” – Bruno Laroque, Marketing Director EMEA

This is a unique challenge for an experienced marketing manager with significant expertise in leading omni-channel marketing programs, particularly in digital and e-commerce, and in coordinating multiple campaigns internationally. The candidate will demonstrate strategic and commercial insight and have strong analytical skills. She/he will navigate matrix environments in a constructive and collaborative manner, be an experienced manager of teams and be able to persuade colleagues of a particular approach – with the support of the EMEA Marketing Director, of course. There will be countless career opportunities for a successful EMEA Senior Marketing Manager Omnichannel with this global brand.

Candidate profile*

• At least 10 years of experience
• In omni-channel marketing
• Focus on digital and e-commerce
• Retail sector/direct-to-consumer
• Fluent English
• Stakeholder management in a matrix environment

* Research shows that while male candidates feel confident enough to apply when they meet about 60% of the requirements, female candidates only apply when they tick every box. So if this role has your name on it, but you’re not sure about the criteria, we still want to hear from you.

Interested?

You can apply for this position by using the link below. New Balance is working with Top of Minds to fill this vacancy.