PR & Communications Manager

JOB MISSION: 

As a PR & Communications Manager (GBA), you are responsible for shaping and amplifying the New Balance brand narrative across Germany, Austria, and the Benelux region. You will lead the development and execution of integrated PR and communication strategies across Performance Running, Lifestyle, and Football, ensuring New Balance is positioned consistently, authentically, and culturally relevant across all earned, owned, and shared channels.  

This role will be reporting directly to the Senior Brand Manager and working closely with Brand Activation, Sports Marketing, Retail, Digital, and global teams. You will drive brand visibility, cultural relevance, media impact, and long-term brand affinity through impactful storytelling, media relations, talent partnerships, and strategic communications. 

MAJOR ACCOUNTABILITIES: 

PR & Communications Strategy  

• Work closely with the EMEA Central PR team to develop and execute the annual PR & Communications Strategy across Running, Lifestyle, and Football.  

• Translate global brand campaigns, product launches, and key business priorities into locally relevant communication plans.  

• Ensure a consistent and compelling brand narrative across all earned, owned, and shared communication channels.  

• Identify opportunities to elevate New Balance's cultural relevance and visibility through strategic storytelling.  

Media Relations & Storytelling  

• Develop inspiring brand, product, athlete, community and talent stories that strengthen brand consideration and affinity.  

• Lead media outreach, press office activities, interview opportunities, press days, product seeding initiatives, and media events.  

• Build and maintain strong relationships with key editors, journalists, publishers, and media partners across the GBA region.  

• Create communication plans that maximize earned media coverage around key launches, brand moments, and partnerships.  

Influencer & Talent Relations  

• Identify, engage, and manage relationships with relevant influencers, athletes, talents, creators, and cultural catalysts.  

• Support the strategic placement of brand and product stories within relevant cultural conversations.  

• Collaborate with Sports Marketing and Brand Activation teams to amplify partnerships and talent initiatives through earned media and communications.  

• Ensure talent activations and partnerships deliver against communication objectives and brand priorities.  

Agency & Stakeholder Management  

• Lead and manage external PR agencies across the GBA region, including briefing, planning, budget management, performance monitoring, and quality control.  

• Ensure agency deliverables align with business objectives, brand standards, and communication strategies.  

• Collaborate closely with global, regional, and local stakeholders to align communication priorities and execution.  

• Provide strategic communications guidance to internal teams and project stakeholders.  

Cross-Functional Collaboration  

• Partner with Brand Activation, Digital, Retail, Sports Marketing, and Commercial teams to develop integrated 360° campaigns.  

• Ensure PR and communication initiatives support broader marketing and business objectives.  

• Align key messaging, storytelling opportunities, and launch plans across all consumer touchpoints.  

• Support crisis communications and reputation management when required.  

Budget & Performance Management  

• Manage PR budgets and agency retainers, ensuring efficient allocation of resources.  

• Define and track communication KPIs including reach, engagement, media quality, share of voice, sentiment, and earned media value.  

• Deliver regular reporting, campaign recaps, and recommendations to optimize future performance.  

• Measure the effectiveness of communication activities and identify opportunities for continuous improvement.  

Consumer Insights & Trend Analysis  

• Monitor media, cultural, sports, fashion, and consumer trends to identify communication opportunities.  

• Translate insights into communication strategies that strengthen brand relevance and visibility.  

• Stay informed on emerging platforms, creators, media formats, and storytelling approaches. 

REQUIREMENTS FOR SUCCESS: 

• Relevant number of years of experience in Public Relations, Brand Communications, Media Relations, or related fields, preferably within a fast-paced brand environment. 

• Experience within sports, lifestyle, fashion, consumer goods, or premium brands preferred. 

• Experience in media planning, social media, PR & Communications, and creative campaign delivery is essential. 

• Proven track record in delivering successful PR campaigns, product launches, and communication programs. 

• Strong understanding of media landscapes, cultural trends, storytelling, and consumer behavior. 

• Established media, influencer, and industry network is a plus. 

• Strong project management skills with the ability to manage multiple priorities simultaneously. 

• Creative and analytical mindset. 

• Ability to operate both strategically and hands-on in a fast-paced environment. 

• Strong relationship-building and stakeholder-management capabilities. 

• Excellent written and verbal communication skills. 

• Fluent in German and English. 

• Willingness to travel across the GBA region and attend events when required. 

BENEFITS: 

• Discretionary Bonus Opportunity  

• Hybrid Working 

• Flexible Working Hours 

• Pension Scheme 

• 30 days Annual Leave per year 

• Deutschland Ticket 

• Sports subscription via Urban Sportsclub  

• Bicycle Lease Scheme 

• Employee Discount 

• Flexibility to Work from Anywhere for up to 20 days per year 

• Wellbeing and Mental Health Benefit (24/7 Employment Assistance Program & Support)