General Manager, Category Lifestyle Merchandising, North America

General Manager, Category Merchandising Lifestyle

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.

The General Manager, Category Merchandising Lifestyle is a strategic leadership role responsible for defining and driving the merchandising vision, strategy, and execution for the Lifestyle portfolio across North America Region. Based in Boston, MA, this position leads a team of Merchandising Managers and partners cross functionally to deliver consumer right assortments that meet brand and commercial goals across all channels.

Serving as the bridge between Global direction and Regional execution, this leader ensures Global Strategy is executed with excellence while integrating North American marketplace nuances to maximize impact. The role balances the art and science of merchandising, bringing company goals to life through a brand led, consumer first mindset that drives franchise health and influences both brand and commercial functions across all merchandising deliverables.

Major Responsibilities:

• Regionalize Global Strategy:
  Translate Global brand direction into Regionally relevant merchandising strategy and assortment plans by integrating North American consumer insights and marketplace trends to maximize strategic impact.
• Brand Goals & Commercial Alignment:
  Serve as the Region's voice with Global Lifestyle leadership, influencing Global brand strategy while ensuring Regional merchandising plans align with commercial goals across Wholesale and DTC (Retail + Ecommerce) channels throughout the GTM process.
• Long-Range Franchise Planning:
  Lead development of 3-year franchise plans aligned to Global Strategy, providing visibility into seasonal direction, segmentation, and market share projections tied to long term objectives.
• Go-To-Market Execution:
  Create and present seasonal Lifestyle category strategy for the Region, including distribution and segmentation guidelines, price architecture, margin implications and influence both Global, Regional Channel Merchandising, Sales, Planning, Marketing, and Operations counterparts as per defined GTM process.

Assortment Architecture & Brand Led Influence

• Franchise & Lifecycle Management:
  Oversee seasonal line planning, assortment architecture, franchise performance, and SKU productivity for the Lifestyle category.
• Directed Assortments:
  Lead creation and refinement of Directed Assortments across channels, including modules, clusters, and omni channel opportunities.
• Brand Led Sell-In & Sell-Through Optimization:
  Partner across the region to ensure on-strategy execution of seasonal plans, assess depth to meet commercial goals, and influence sell-in quantities to maintain marketplace premiumness and inventory health.
• Channel Mapping:
  Partner on geographic, tiers, doors, and site mapping to deliver a best-in-class consumer experience.

In-Season Partnership & Marketplace Insights

• Demand & Supply Integration:
  Align demand and supply by managing merchandising led forecast milestones, support marketplace management, and ensure Directed Assortments land with precision that reinforce seasonal strategy.
• Risk Identification & Mitigation:
  Surface in-season risks early, identify structural gaps, and drive decisive, brand aligned actions with cross functional Global & Regional partners to protect near term performance and long-term strategy.
• Hindsight, Insight, Foresight:
  Lead monthly and seasonal launch reviews, distill consumer and marketplace insights, and translate findings into strategic guidance that informs in season decisions and strong category growth.

Culture, Leadership & Building for the Future

• Team-First Leadership:
  Foster an authentic, team-first mindset that prioritizes collaboration, inclusivity, and shared success across the matrix.
• New Balance Culture Alignment:
  Serve as a champion of New Balance culture, ensuring everyday operations reflect a dedication to performance, continuous learning, integrity, and community.
• Talent Coaching & Mentoring:
  Manage, train, and coach merchandising associates while actively promoting professional development to build a high performing talent pipeline for the future.
• Accountability & KPIs:
  Lead the team to create respective Directed Assortment KPIs and shared KPIs with commercial teams relative to Lifestyle business, establishing high standards for results.

Requirements for Success:

• 10+ years' experience in ecommerce at a leading consumer brand
• Deep knowledge of lifestyle footwear business landscape ideally in same industry
• A bachelor's degree, preferably with a focus in business
• Experience in managing large, high-performing teams
• Proven track record of business problem-solving,…