Overview
Regional Manager, Performance & Sports Marketing, APAC & MEAI Jobs in Melbourne, Victoria, Australia at New Balance
Title: Regional Manager, Performance & Sports Marketing, APAC & MEAI
Company: New Balance
Location: Melbourne, Victoria, Australia
POSITION SUMMARY:
Lead the regional Performance and Sports Marketing strategy across APAC & MEAI by developing consumer-first initiatives that connect product innovation, athletes, partnerships, and community engagement to drive brand awareness and strong commercial results.
As the Regional Performance & Sports Marketing Manager you will share and execute integrated Go-to-market strategies for key regional athletes, teams, events, retail and partner channels; ensuring strong alignment with regional business priorities, and global category direction. You will also lead the regions Sports Marketing strategy, planning, and operations, including the long-term vision for our athlete, team and event partnerships. Through these efforts, you will deliver impactful strategies and activations that enhance brand relevance, elevate our partnerships, and drive commercial growth across performance and lifestyle.
ACCOUNTABILITIES:
- Go-to-Market Strategy: Lead and execute integrated sports GTM plans across APAC & MEAI, ensuring global product direction is localized for market insights, key accounts, and performance-focused consumer segments.
- Category Planning: develop a regional performance marketing strategy that enhances retail & specialty partner growth, elevates New Balance’s athlete, team and event partnerships, and drives community sport engagement
- Sports Marketing: leads the development of APAC & MEAI’s athlete, team, and event strategy across key categories, including operations, servicing, budgets and seasonal marketing plans for top regional partnerships
- Athlete, Teams, Events: supports the scouting, signing, servicing, and seasonal brand planning for key regional athletes, teams, events
- Strategic Development: utilize consumer and market insights to inform long-term performance and sports marketing strategies, playbooks, retail and wholesale initiatives for priority categories
PERSONAL ATTRIBUTES:
- Strategic Able to see the big picture across multiple markets, balancing global brand direction with local consumer insights to shape long-term category growth
- Passionate About Sport Deep knowledge of professional sports landscape and culture across the region, as well as product innovation, consumer trends, and grassroot/community sports landscape
- Commercially Astute Strong business acumen with the ability to drive revenue, manage budgets, and make data-driven decisions that deliver measurable impact across wholesale, retail, and DTC
- Culturally Agile Comfortable navigating diverse markets and teams across APAC & MEAI, understanding local nuances while maintaining consistent brand integrity
- Collaborative Leader Inspires and influences cross-functional teams, building alignment between global, regional, and local stakeholders to deliver integrated campaigns and launches
- Influencer: Builds trust and alignment across global, regional, and local teams, as well as external athletes, partners, and event organisations
- Proactive: Takes initiative, anticipates challenges, and drives projects forward with accountability and attention to detail
- Adaptable: Comfortable navigating diverse markets with varying levels of maturity, multiple stakeholders, and changing business priorities
REQUIREMENTS:
- Bachelor’s degree in Marketing, Communications, Sports Management or related disciplines
- Minimum of 10 years’ experience in sports marketing, brand marketing, business and/or commercial management, preferably in Football, Running, Events or sporting goods industries
- Demonstrated success in leading GTM strategies, product launches and consumer marketing campaign
- Track record of campaign ideation and execution
- Strong background in sports marketing, athlete partnerships, sponsorship, ambassador programs
- Experience in working with cross-functional teams in Sales, Marketing, Merchandising, Retail and Product teams regionally and/or globally
- Dynamic professional with the ability to create strong cross functional partnerships and lead multi market, diverse reams
- Results orientated, highly organised and strong communicator
- Fluent in English, additional language capability is advantageous
- Frequent travels to markets to support engagement and development is required
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.
