Entertainment Marketing Specialist - Lifestyle

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.

POSITION SUMMARY

As New Balance Korea continues its pursuit of becoming the world’s best Running & Lifestyle brand, the Entertainment Marketing Specialist (Lifestyle) will drive entertainment, influencer, and creator-led initiatives that strengthen brand relevance and cultural impact.

This role is responsible for developing and executing entertainment marketing strategies, managing celebrity and creator partnerships, and leading creative campaign initiatives to amplify Lifestyle storytelling and deepen connections with style-led consumers in Korea.

KEY RESPONSIBILITIES

Entertainment Strategy & Execution

• Develop and execute Korea’s entertainment marketing strategy aligned with global and regional Lifestyle brand direction.
• Build relationships with celebrities, influencers, creators, stylists, agencies, and production partners to maximize brand visibility.
• Lead strategic product seeding, content placement, and entertainment-driven brand exposure.
• Identify emerging cultural and entertainment opportunities that elevate brand relevance.

Campaign Creative Ownership

• Lead creative development for entertainment-driven Lifestyle campaigns.
• Collaborate with internal teams and external agencies to deliver compelling campaign assets.
• Translate cultural insights into creative concepts that resonate with consumers.
• Ensure consistent brand storytelling across key consumer touchpoints.

Influencer & Creator Ecosystem Management

• Build and manage a structured influencer and creator network across relevant categories.
• Oversee influencer selection, negotiation, briefing, content review, and performance evaluation.
• Develop long-term creator partnerships that strengthen brand advocacy and engagement.

Lifestyle Campaign Support

• Partner with the Lifestyle Marketing Manager to integrate entertainment strategies into seasonal campaigns and product launches.
• Support GTM planning through entertainment-driven marketing opportunities.
• Collaborate with PR, Social, Merchandising, and Retail teams to ensure seamless execution.

Partnership & Community Engagement

• Collaborate with cultural communities, creative collectives, and industry partners to expand New Balance’s cultural footprint.
• Identify and develop partnership opportunities that enhance brand authenticity.
• Support events, activations, and cultural programs that drive consumer engagement.

Agency & Vendor Management

• Manage entertainment, influencer, creative, and production agencies.
• Ensure high-quality execution, efficient workflows, and on-brand creative output.

Data, Reporting & Budget Management

• Track and evaluate entertainment campaign and influencer performance.
• Analyze campaign effectiveness and identify optimization opportunities.
• Manage entertainment marketing budgets and ensure efficient resource allocation.

REQUIREMENTS FOR SUCCESS

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 5–7 years of experience in Entertainment Marketing, Influencer Marketing, Brand Marketing.
• Strong understanding of Korea’s entertainment, influencer, and creator landscape.
• Proven experience developing and executing entertainment-led campaigns and creator partnerships.
• Fluent Korean and business-level English required.
• Experience in fashion, sportswear, lifestyle, or consumer brands preferred.

PERSONAL ATTRIBUTES

• Passionate about entertainment, culture, and lifestyle trends.
• Creative thinker with strong storytelling skills.
• Collaborative and relationship-oriented.
• Self-motivated, proactive, and results-driven.
• Adaptable in a fast-paced environment.

ADDITIONAL INFORMATION

Location: Seoul Anguk, Korea, Korea / Department: Marketing/ Reports to: Brand Marketing Manager - Lifestyle

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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.

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