The posting
Role Description: Lead and elevate how New Balance shows up within JD Sports across EMEA, delivering best-in-class, culturally relevant brand activation that drives both brand heat and commercial performance.
As Senior Executive, you will support in driving the end-to-end marketing strategy and execution for New Balance at JD. You will translate global and EMEA initiatives into impactful campaigns. Working at the intersection of brand and retail, you will lead the development of integrated, omnichannel campaigns across retail, digital, social, paid media and experiential — bringing New Balance stories, product and key moments to life within JD.
You will be the internal champion for New Balance at JD, able to advocate for the brand across all levels of stakeholders within the business. You will collaborate closely with New Balance stakeholders, JD HQ and internal teams to deliver impactful execution, and will meet agreed collaborative objectives and KPIs predetermined by New Balance and JD.
The role requires a commercial and strategic mindset, combined with strong executional excellence. You will use consumer insights, cultural trends and performance data to shape campaigns that not only elevate brand perception but also deliver measurable impact. Ultimately, you will play a critical role in building the New Balance brand at JD, delivering standout brand experiences that connect with consumers and drive sustained growth. Responsibilities:
Drive the end-to-end marketing strategy and execution for the New Balance brand at JD. Serve as the internal champion for New Balance at JD, advocating for the brand across all levels of the business. Adapt global and EMEA-wide campaigns into locally relevant campaigns. Work with EMEA teams to deliver best-in-class omnichannel activations across retail, digital, social, paid media and IRL moments. Ensure consistency of New Balance brand expression whilst tailoring campaigns to JD consumer insights and cultural moments. Act as the key point of contact between New Balance, JD HQ, and internal teams. Collaborate cross-functionally with internal teams and external agencies to deliver seamless campaign execution. Own and manage the allocated marketing budget, ensuring efficient investment, optimisation and maximum ROI. Meet agreed collaborative objectives and KPIs predetermined by New Balance and JD. Champion a consumer-first mindset, delivering engaging and culturally relevant brand experiences. Establish a strong feedback loop with New Balance and HQ teams, sharing insights on consumer trends. Continuously analyse market and cultural trends to inform strategy, ensuring campaigns remain relevant and resonate with JD's audience. Track, analyse and report on brand performance and campaign effectiveness, using data-driven insights to optimise future activity.
Skills and Experience:
Relevant experience in a marketing role working with brands on a global/regional/international level. Proven skills delivering brand growth through consumer initiatives — developing and managing brand marketing with execution experience across the full marketing mix. Strong understanding of paid media and paid social, and how these channels drive consumer engagement and commercial performance. Good understanding of the JD and New Balance brand and consumer. Adept at driving cross-functional teams effectively; able to work in matrix organisations. Good project management experience, managing internal stakeholders, agencies, customers and other external partners. Ability to manage multiple campaigns simultaneously. Demonstrated organisational, planning and analytical skills. Excellent written and verbal communication skills, including brief and presentation writing. Highly proficient with all relevant computer software — MS Office, Keynote etc. An understanding and interest in sports lifestyle and youth culture preferred. Retail experience is an advantage.
