General Manager, Category Lifestyle Merchandising, North America

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:

The General Manager, Category Merchandising Lifestyle is a strategic leadership role responsible for defining and driving the merchandising vision, strategy, and execution for the Lifestyle portfolio across North America Region. Based in Boston, MA, this position leads a team of Merchandising Managers and partners cross functionally to deliver consumer right assortments that meet brand and commercial goals across all channels.

Serving as the bridge between Global direction and Regional execution, this leader ensures Global Strategy is executed with excellence while integrating North American marketplace nuances to maximize impact. The role balances the art and science of merchandising, bringing company goals to life through a brand led, consumer first mindset that drives franchise health and influences both brand and commercial functions across all merchandising deliverables.

MAJOR ACCOUNTABILITIES:

Strategic Leadership & Global Strategy to Regional Nuance Alignment

• Regionalize Global Strategy: Translate Global brand direction into Regionally relevant merchandising strategy and assortment plans by integrating North American consumer insights and marketplace trends to maximize strategic impact.

• Brand Goals & Commercial Alignment: Serve as the Region’s voice with Global Lifestyle leadership, influencing Global brand strategy while ensuring Regional merchandising plans align with commercial goals across Wholesale and DTC (Retail + Ecommerce) channels throughout the GTM process.

• Long-Range Franchise Planning: Lead development of 3-year franchise plans aligned to Global Strategy, providing visibility into seasonal direction, segmentation, and market share projections tied to long term objectives.

• Go-To-Market Execution: Create and present seasonal Lifestyle category strategy for the Region, including distribution and segmentation guidelines, price architecture, margin implications and influence both Global, Regional Channel Merchandising, Sales, Planning, Marketing, and Operations counterparts as per defined GTM process.

Assortment Architecture & Brand Led Influence

• Franchise & Lifecycle Management: Oversee seasonal line planning, assortment architecture, franchise performance, and SKU productivity for the Lifestyle category.

• Directed Assortments: Lead creation and refinement of Directed Assortments across channels, including modules, clusters, and omni channel opportunities.

• Brand Led Sell-In & Sell-Through Optimization: Partner across the region to ensure on-strategy execution of seasonal plans, assess depth to meet commercial goals, and influence sell-in quantities to maintain marketplace premiumness and inventory health.

• Channel Mapping: Partner on geographic, tiers, doors, and site mapping to deliver a best-in-class consumer experience.

In-Season Partnership & Marketplace Insights

• Demand & Supply Integration: Align demand and supply by managing merchandising led forecast milestones, support marketplace management, and ensure Directed Assortments land with precision that reinforce seasonal strategy.

• Risk Identification & Mitigation: Surface in-season risks early, identify structural gaps, and drive decisive, brand aligned actions with cross functional Global & Regional partners to protect near term performance and long-term strategy.

• Hindsight, Insight, Foresight: Lead monthly and seasonal launch reviews, distill consumer and marketplace insights, and translate findings into strategic guidance that informs in season decisions and strong category growth.

Culture, Leadership & Building for the Future

• Team-First Leadership: Foster an authentic, team-first mindset that prioritizes collaboration, inclusivity, and shared success across the matrix.

• New Balance Culture Alignment: Serve as a champion of New Balance culture, ensuring everyday operations reflect a dedication to performance, continuous learning, integrity, and community.

• Talent Coaching & Mentoring: Manage, train, and coach merchandising associates while actively promoting professional development to build a high performing talent pipeline for the future.

• Accountability & KPIs: Lead the team to create respective Directed Assortment KPIs and shared KPIs with commercial teams relative to Lifestyle business, establishing high standards for results.

REQUIREMENTS FOR SUCCESS:

• 10+ years’ experience in ecommerce at a leading consumer brand

• Deep knowledge of lifestyle footwear business landscape ideally in same industry

• A bachelor’s degree, preferably with a focus in business

• Experience in managing large, high-performing teams

• Proven track record of business problem-solving, collaboration, and translating complex and unstructured data into clear strategic recommendations

• Excellent communication and presentation skills, strong executive presence, and ability to credibly deliver recommendations to senior leadership

• Consumer-obsessed, data-driven, and results-oriented, but comfortable in breaking from past and building the new.

• Overall planning and organizing competency; ability to hold multiple parties accountable to deadlines and deliverables

• Ability to plan strategically and make merchandising decisions 1-2 years in advance

• Advanced skills in Excel and PowerPoint; proficient in Adobe or Google Analytics

• Strong financial, analytical, and retail math acumen

• Proactive, “can-do” attitude and fit to New Balance culture is a must

Boston, MA Headquarters - (NB) Only Pay Range: $173,100.00 - $223,300.00 - $273,600.00 Annual (actual base pay varying based upon, but not limited to, relevant experience, time in role, internal equity, geographic location, and more.)

Regular Associate Benefits

Our products are only as good as the people we hire, so we make sure to hire the best and treat them accordingly. New Balance offers a comprehensive traditional benefits package including three options for medical insurance as well as dental, vision, life insurance and 401K. We also proudly offer a slate of more nontraditional perks – opportunities like online learning and development courses, tuition reimbursement, $100 monthly student loan support and various mentorship programs – that encourage our associates to grow personally as they develop professionally. You’ll also enjoy a yearly $1,000 lifestyle reimbursement, 4 weeks of vacations, 12 holidays and generous parental leave, because work-life balance is more than just a buzzword – it’s part of our culture.

Temporary associates are provided three options for medical insurance as well as dental and vision insurance and an associate discount.

Part time associates are provided 401k, short term disability, a yearly $300 lifestyle reimbursement and an associate discount.

Flexible Work Schedule

For decades we have fostered a unique culture founded on our values with a particular focus on in-person teamwork and collaboration. Our North American hybrid model encourages rich in-person experiences, showcasing our commitment to teamwork and connection, while maintaining flexibility for associates. New Balance Associates currently work in office three days per week (Tuesday, Wednesday, and Thursday). Our offices are fully open, and amenities are available across our North American office locations. To continue our focus on hybrid work we have introduced “Work from Anywhere” (WFA) for four weeks per calendar year. This model will help us enhance our culture while continuing to maintain elements of flexibility.

Equal Opportunity Employer

New Balance provides equal opportunities for all current and prospective associates to ensure that employment, training, compensation, transfer, promotion and other terms, conditions and privileges of employment are provided without regard to race, color, religion, national origin, sex, sexual orientation, gender identity, age, handicap, genetic information and/or status as an Armed Forces service medal veteran, recently separated veteran, qualified disabled veteran or other protected veteran, or any other protected status.