Brand Manager

Remote (Illinois, United States)

As an NB Brand Manager in North America, you will focus on managing the in-store experience our licensed stores deliver. You are the bridge for brilliant communication with the owners and the Brand. Your role is to focus on delivering positive results for NB and the store owner by devising and executing plans, in partnership with the store owner, to increase store traffic, conversion and average order size. You will lead the implementation of company brand campaigns and ensure store adherence to brand guidelines. You will deliver NB operational tools and training to stores to ensure the store experience is held to NB standards. You will learn and share best retail practices across Owners, Brand Managers owned store District Managers. You are the key partner for the store owner in ensuring support and resourcing from NB to drive their business forward. You will inspire the store teams to deliver excellent customer service by recognizing both store achievements and community efforts. The Brand Manager is accountable for setting the store up for positive comp growth via a solid store marketing plan, compelling visual merch and staff that are conversion focused and well educated with GUEST, product and technology training.


  • Passionate about our consumers, our brand, and our stores
  • Rally others behind brand initiatives to ensure organizational engagement, alignment, and excitement
  • Collaborates with Visual, Marketing and Merchandise teams to ensure flawless execution of brand campaigns, in-store communication and window signage
  • Assist in Development of the store COOP spend plan to achieve planned store and key category growth
  • Partner with merchandise teams and align with owners on inventory levels needed to support the sales plan
  • In partnership with marketing, assess the effectiveness of BDF and Corp marketing plans to drive store traffic


  • Leads special project teams as required in the following:
  • Store Training
  • KPI measurement
  • Marketing and Store events
  • Owns the retail “playbook” for each store. Playbook informs the following:
  • Sales goals by month and year
  • Top Sellers
  • KPI’s goals
  • Audits NB COOP funds


  • Touch base with each owner on a regular basis to consult on all aspects of their business, including:
  • Merchandising
  • Order management, open to buy
  • Staffing
  • Operations
  • KPI’s
  • Assess growth, maintain, sunset of owners in conjunction with Director of Stores
  • Own front-Line communication with owners and their teams. Acts as a liaison between the stores/owners and the corporate offices
  • Perform regular scorecard reviews and actions of individual stores and owner groups
  • Develop aligned retail comp growth goals with the owners
  • Baseline traffic, conversion and average transaction value to build comp growth goals
  • Devise staff incentives to energize and push conversion goals
  • Conduct regular store visits to ensure brand standards are maintained, expectations are achieved, and actions put in place to make changes.
  • Ensure staff are fully trained and utilizing NB technology tools to maximize conversion
  • Provide best in class product training so the branded store has THE best associate knowledge on the product line.
  • Utilizes data from mystery shop to coach on all customer service issues to exceed customer expectations
  • Rewards cross channel mindset – reduce cross channel conflict and friction
  • Achieve store comp store targets in partnership with owner , merch, and marketing teams
  • Builds strong campaign around Loyalty and the importance Lifetime Value of customers
  • Monitor that owners that bought enough product to reach sales goals


  • Development of a shared comp growth goal with the owner. Monthly reporting and commentary on where we stand to the plan and action plans to achieve the comp goals.
  • Tracking of the inventory plan required to meet the aligned comp sales goals.
  • Management of a 12-month rolling BDF calendar that details planned store advertising spend that aligns to NB brand guidelines and adherence to allocated BDF funding and permitted uses.
  • Staff training needs inclusive of GUEST, product and technology tools.   The Brand Manager is the gatekeeper to ensure store staff are client-ready to engage and convert.   Assess training or procedural needs and gaps via secret shop.
  • In store visual that meets or exceeds monthly standards in monthly visual guide. 
  • Management of the ownership groups under their care to ensure they are holding up to their accountabilities in the partnership (paying on time, adopting OMNI, placing key stores)

Our 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.

Learn more about our Benefits

Flexible Work Schedule: 

New Balance is committed to creating a culture that allows our associates to do their best work. Our corporate work-from-home policy does not mandate an arbitrary number of days in-office. Instead, we’ve designed a flexible hybrid model that empowers individual teams by letting the type of work dictate where it will most effectively be performed. We are capitalizing on this unique opportunity to evolve how we work based on efficiency, productivity, and the well-being of our associates.

Equal Opportunity Employer:

New Balance provides equal opportunities for all current and prospective associates and takes affirmative action 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.

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