Running Community and Events Manager
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 Running Community & Events Manager will lead the strategic development and execution of New Balance Canada’s Running Community Playbook. This role is central to shaping and delivering a best-in-class community activation strategy that strengthens New Balance’s presence within the running category and deepens engagement with runners across Canada.
As a key Member of the North American Community & Events team, this leader will drive the evolution of New Balance’s positioning within the running culture: championing our Run Your Way platform and reinforcing our differentiation as a challenger brand. This role blends big-picture thinking with hands-on execution, with clear accountability for delivering business impact through collaboration across regional and global teams.
MAJOR ACCOUNTABILITIES:
Strategy & Leadership:
Define and lead the long-term vision and strategy for Running Community and Events in Canada, aligned to global and North American priorities
Serve as the internal and external expert on the New Balance running community, including run clubs, ambassadors and key cultural moments.
Own the annual strategic plan, event calendar and execution roadmap, ensuring strong alignment to business objectives
Community & Partnership Development:
Build and nurture meaningful relationships with running ambassadors, crews, community leaders to drive authentic engagement and brand advocacy.
Develop multi-year activation plans for ambassadors and athletes, maximizing impact across marketing and community channels.
Identify and cultivate opportunities to grow the New Balance running ecosystem and strengthen culture relevance.
Cross-Functional Collaboration:
Partner closely with the Head Office and cross-functional teams including Sport Marketing, PR, Media and Owned Retail.
Collaborate with Visual Merchandising and Digital teams to bring the running community playbook to life across retail and e-commerce experiences.
Work with PR and media partners to amplify activations and storytelling within the Canadian market.
Athlete & Event Activation:
Lead the activation of Team New Balance athletes within Canada across key touchpoints including events, media, retail and community engagements.
Manage athlete relationships within the market, including communications, product needs and wear-testing programs.
Support talent identification, roster planning and budget discussions for Canadian athletes in alignment with Global Sports Marketing priorities.
Represent New Balance at major running events, including sponsored races, national championships and global events, building strong relationships with agents, coaches and partners.
Host and support media, athletes and key stakeholders at major New Balance running events.
Operations & Team Leadership:
Oversee forecasting and ordering of athlete product needs within Canada.
Lead, mentor and develop the Canadian Running Community team (Tracksters Team).
Ensure seamless execution of all community and event initiatives with high level of ownership, decision-making and accountability.
REQUIREMENTS FOR SUCCESS:
10+ years relevant experience within the running category, with strong track record of driving community, brand or sports marketing initiatives.
Deep understanding of the Canadian, North American and global running landscape, including cultural dynamics, key players and emerging trends.
Ability to navigate the North America and Global organization across many channel functions
Exceptional relationship-building and influencing skills with experience engaging athletes, ambassadors, partners and internal leaders.
Demonstrated ability to balance long-term strategic planning with best-in-class execution.
Experience leading and developing high-performing teams, ideally within the field or community-based environments.
Willingness and ability to travel within North America as required.
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 hybrid model encourages rich in-person experiences, showcasing our commitment to teamwork and connection, while providing high levels of flexibility to associates. North American office-based associates are expected to come into the office on Wednesdays, with other occasional in-office days for in-person meetings and events as needed. Our offices are fully open and amenities are available across our North American office locations.
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.