Community 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 Community Marketing Specialist (Lifestyle) will lead initiatives that connect authentically with subcultures and creative communities. This role will focus on fashion, streetwear, music, art, skate sports, and style-led movements, while driving IRL event activations that strengthen brand relevance and cultural impact.

This role will be responsible for developing and executing community-led marketing strategies, managing cultural partnerships, and delivering immersive experiences that amplify Lifestyle storytelling and deepen consumer engagement in Korea.

KEY RESPONSIBILITIES

1. Community Strategy & Execution

• Develop and execute Korea’s community marketing strategy aligned with global and regional Lifestyle brand direction.
• Build relationships with subculture leaders, creative collectives, skate crews, and cultural communities to maximize brand authenticity.
• Identify emerging cultural movements and opportunities that elevate brand relevance.

2. In Real Life (IRL) Event Management

• Lead planning and execution of community-driven events, activations, and cultural programs.
• Partner with venues, artists, and creative collaborators to deliver immersive brand experiences.
• Ensure seamless integration of events into seasonal campaigns and product launches.

3. Campaign Creative Ownership

• Translate cultural insights into creative concepts that resonate with style-led consumers.
• Collaborate with internal teams and external agencies to deliver compelling campaign assets.
• Ensure consistent brand storytelling across key consumer touchpoints.

4. Influencer & Creator Ecosystem

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

5. Partnership & Community Engagement

• Collaborate with fashion collectives, music and art partners, and skate communities.
• Identify and develop partnership opportunities that expand New Balance’s cultural footprint.
• Support grassroots initiatives that drive consumer connection and loyalty.

6. Agency & Vendor Management

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

7. Data, Reporting & Budget Management

• Track and evaluate community campaign and event performance.
• Analyze effectiveness and identify optimization opportunities.
• Manage 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 Community Marketing, Event Marketing, or Lifestyle Brand Marketing.
• Strong understanding of Korea’s subculture, fashion, streetwear, music, art, and skate sports landscape.
• Proven experience developing and executing community-led campaigns and IRL events.
• Fluent Korean and business-level English required.
• Experience in fashion, sportswear, lifestyle, or consumer brands preferred.

PERSONAL ATTRIBUTES

• Passionate about subculture, fashion, and lifestyle trends.
• Creative thinker with strong storytelling and event management 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.

If you have not already done so, please let us know if you require any support so we can make the right adjustments and considerations should they be required.