Regional Manager - Performance and Sports Marketing for APAC & MEAI

Overview

Lead the development and execution of the performance and sports marketing strategy across the APAC and MEAI regions for New Balance. This role focuses on creating consumer-centered initiatives that connect product innovations, athlete and team partnerships, as well as community activities, to enhance brand awareness and generate strong commercial outcomes.

Key Responsibilities

• Oversee integrated go-to-market strategies tailored for performance-focused consumer segments, ensuring alignment between global product directives, market insights, and key accounts.
• Design and execute a regional performance marketing plan that advances retail and specialty partner expansion, reinforces athlete, team, and event partnerships, and stimulates community sports involvement.
• Lead the sports marketing operations for APAC & MEAI, managing athlete, team, and event partnerships including strategy, budget control, and seasonal marketing campaigns.
• Support scouting, contracting, servicing, and seasonal planning efforts for primary regional athletes, teams, and events.
• Leverage consumer and market research to develop long-term strategies, marketing playbooks, and initiatives across retail and wholesale for priority categories.

Desired Attributes

• Strategic thinker capable of balancing global brand strategies with localized market understanding to steer category growth.
• Passionate about sports with comprehensive knowledge of professional sports landscapes and grassroots markets in the region, alongside trends in consumer behavior and product innovation.
• Commercially savvy with strong business acumen to manage budgets, drive revenue, and analyse data for impactful decisions across wholesale, retail, and direct channels.
• Culturally sensitive and agile, adept at managing diverse markets and teams while maintaining brand consistency.
• Collaborative and motivational leader who aligns cross-functional teams and stakeholders to deliver cohesive campaign executions.
• Influential and trustworthy in liaising among global, regional, and local teams as well as external partners and event organizations.
• Proactive and detail-orientated with a strong sense of accountability.
• Adaptable to different market maturity levels, stakeholders, and shifting business priorities.

Requirements

• Bachelor’s degree in Marketing, Communications, Sports Management or related fields.
• At least 10 years’ experience in sports marketing, brand marketing, business or commercial leadership, especially within Football, Running, Events, or sporting goods sectors.
• Proven record of success leading go-to-market strategies, product launches, and consumer marketing programs.
• Experience in campaign conception and implementation, sports marketing partnerships, sponsorships, and ambassador programs.
• Demonstrated capability to work cross-functionally with sales, marketing, merchandising, retail, and product teams on regional and global scales.
• Strong organizational, results-driven, and communication skills.
• Fluency in English required; additional languages are advantageous.
• Willingness to travel frequently across markets to support regional engagement and development.

Equal Opportunity Employer Statement

New Balance is dedicated to providing equal employment opportunities regardless of age, disability, race, religion, gender, sexual orientation, pregnancy or maternity status, marital status, or gender reassignment. The company promotes a diverse and inclusive workplace culture.