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:
As a PR & Communications Manager (GBA), you are responsible for shaping and amplifying the New Balance brand narrative across Germany, Austria, and the Benelux region. You will lead the development and execution of integrated PR and communication strategies across Performance Running, Lifestyle, and Football, ensuring New Balance is positioned consistently, authentically, and culturally relevant across all earned, owned, and shared channels.
This role will be reporting directly to the Senior Brand Manager and working closely with Brand Activation, Sports Marketing, Retail, Digital, and global teams. You will drive brand visibility, cultural relevance, media impact, and long-term brand affinity through impactful storytelling, media relations, talent partnerships, and strategic communications.
MAJOR ACCOUNTABILITIES:
PR & Communications Strategy
Work closely with the EMEA Central PR team to develop and execute the annual PR & Communications Strategy across Running, Lifestyle, and Football.
Translate global brand campaigns, product launches, and key business priorities into locally relevant communication plans.
Ensure a consistent and compelling brand narrative across all earned, owned, and shared communication channels.
Identify opportunities to elevate New Balance's cultural relevance and visibility through strategic storytelling.
Media Relations & Storytelling
Develop inspiring brand, product, athlete, community and talent stories that strengthen brand consideration and affinity.
Lead media outreach, press office activities, interview opportunities, press days, product seeding initiatives, and media events.
Build and maintain strong relationships with key editors, journalists, publishers, and media partners across the GBA region.
Create communication plans that maximize earned media coverage around key launches, brand moments, and partnerships.
Influencer & Talent Relations
Identify, engage, and manage relationships with relevant influencers, athletes, talents, creators, and cultural catalysts.
Support the strategic placement of brand and product stories within relevant cultural conversations.
Collaborate with Sports Marketing and Brand Activation teams to amplify partnerships and talent initiatives through earned media and communications.
Ensure talent activations and partnerships deliver against communication objectives and brand priorities.
Agency & Stakeholder Management
Lead and manage external PR agencies across the GBA region, including briefing, planning, budget management, performance monitoring, and quality control.
Ensure agency deliverables align with business objectives, brand standards, and communication strategies.
Collaborate closely with global, regional, and local stakeholders to align communication priorities and execution.
Provide strategic communications guidance to internal teams and project stakeholders.
Cross-Functional Collaboration
Partner with Brand Activation, Digital, Retail, Sports Marketing, and Commercial teams to develop integrated 360° campaigns.
Ensure PR and communication initiatives support broader marketing and business objectives.
Align key messaging, storytelling opportunities, and launch plans across all consumer touchpoints.
Support crisis communications and reputation management when required.
Budget & Performance Management
Manage PR budgets and agency retainers, ensuring efficient allocation of resources.
Define and track communication KPIs including reach, engagement, media quality, share of voice, sentiment, and earned media value.
Deliver regular reporting, campaign recaps, and recommendations to optimize future performance.
Measure the effectiveness of communication activities and identify opportunities for continuous improvement.
Consumer Insights & Trend Analysis
Monitor media, cultural, sports, fashion, and consumer trends to identify communication opportunities.
Translate insights into communication strategies that strengthen brand relevance and visibility.
Stay informed on emerging platforms, creators, media formats, and storytelling approaches.
REQUIREMENTS FOR SUCCESS:
Relevant number of years of experience in Public Relations, Brand Communications, Media Relations, or related fields, preferably within a fast-paced brand environment.
Experience within sports, lifestyle, fashion, consumer goods, or premium brands preferred.
Experience in media planning, social media, PR & Communications, and creative campaign delivery is essential.
Proven track record in delivering successful PR campaigns, product launches, and communication programs.
Strong understanding of media landscapes, cultural trends, storytelling, and consumer behavior.
Established media, influencer, and industry network is a plus.
Strong project management skills with the ability to manage multiple priorities simultaneously.
Creative and analytical mindset.
Ability to operate both strategically and hands-on in a fast-paced environment.
Strong relationship-building and stakeholder-management capabilities.
Excellent written and verbal communication skills.
Fluent in German and English.
Willingness to travel across the GBA region and attend events when required.
BENEFITS:
Discretionary Bonus Opportunity
Hybrid Working
Flexible Working Hours
Pension Scheme
30 days Annual Leave per year
Deutschland Ticket
Sports subscription via Urban Sportsclub
Bicycle Lease Scheme
Employee Discount
Flexibility to Work from Anywhere for up to 20 days per year
Wellbeing and Mental Health Benefit (24/7 Employment Assistance Program & Support)
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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.
Skills Required
- Experience in Public Relations, Brand Communications, or Media Relations
- Experience in media planning, social media, PR & Communications, and creative campaign delivery
- Proven track record delivering successful PR campaigns, product launches, and communication programs
- Strong understanding of media landscapes, cultural trends, storytelling, and consumer behavior
- Strong project management skills with ability to manage multiple priorities
- Excellent written and verbal communication skills
- Fluent in German and English
- Willingness to travel across the GBA region and attend events when required
- Experience within sports, lifestyle, fashion, consumer goods, or premium brands
- Experience within a fast-paced brand environment
- Established media, influencer, and industry network
- Ability to operate strategically and hands-on; creative and analytical mindset
New Balance Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about New Balance and has not been reviewed or approved by New Balance.
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Healthcare Strength — Benefits coverage is described as comprehensive, including medical, dental, and vision options alongside wellness resources like health coaching. Fitness reimbursement is also cited as part of the overall health and wellness offering.
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Retirement Support — Retirement support is positioned as strong, with a 401(k) plan and a company match described as dollar-for-dollar up to a stated contribution level in some locations. Life insurance and disability benefits are also included as part of the broader financial protection package.
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Leave & Time Off Breadth — Time-off offerings are characterized as generous, with paid holidays, vacation time, and paid sick leave highlighted. Flexible schedules and telecommuting options are also described as supporting work-life balance.
New Balance Insights
What We Do
In 1906, New Balance began as a humble one-man operation founded on the belief that “we were born to move,” and has since grown into an international corporation, selling footwear and apparel in over 120 countries and employing over 8,000 associates worldwide. Our mission has always been to support the performance of athletes, and with an unparalleled focus on quality and craftsmanship, we’ve come to set the standard for comfort and fit in an industry all too often driven by hype. We’re incredibly proud of our history and how far we’ve come, but companies don’t thrive for over a century by being content. Whether it’s setting a new style trend, retooling our manufacturing process, or building a new state-of-the-art headquarters, we pursue innovation with a spirit of fearless independence. As the only privately held major footwear company in the world, we’re free to do things our way, pushing limits and testing boundaries as we continually reimagine what could be. After all, the status quo isn’t static. But doing things our way wouldn’t mean much if we weren’t also doing them the right way. We invest in our associates as they invest in us, and as we move forward, we make a point of giving back, supporting communities around us through ambitious philanthropic efforts and involvement programs. We are a company that cares, and our culture is one of integrity and teamwork where together we become greater than the sum of our parts.
