Senior Manager, Database & CRM, North America

Senior Manager, Database & CRM, North America

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.

As the Senior Manager, NA Database & CRM, you will lead North America’s database marketing strategy across the US and Canada, overseeing email and SMS execution, database performance, and a team of channel specialists. You will own the development and optimization of the customer marketing databases—driving data strategy, integration, governance, and the foundation for segmentation and personalization.

In partnership with Marketing, IT, Analytics, and Digital Product, this role advances the marketing technology ecosystem to support scalable growth, stronger reporting, and seamless customer experiences. The Senior Manager also safeguards email and SMS deliverability and sender reputation.

As a key leader within NA Marketing, this role connects data strategy, channel execution and technology capabilities to drive business results, deepen customer engagement, and support long‑term brand growth.

• Serve as the North America SME for database marketing, CRM strategy, audience strategy, data architecture, and governance
• Lead strategy and optimization of the NA customer marketing database, ensuring scalable, high‑quality data that powers personalization and measurable impact
• Partner with IT to drive the customer database roadmap, advancing new capabilities, integrations, and long‑term marketing technology evolution
• Own the data, analytics, and reporting infrastructure supporting lifecycle, loyalty, and brand campaigns to improve engagement, revenue, and ROI
• Define and execute NA audience and data strategy, unifying online/offline behavior for advanced targeting, omnichannel activation, and predictive analytics
• Shape CRM, email, and SMS strategy—including launching and scaling SMS—while maintaining strong deliverability and driving incremental revenue
• Lead and develop a high‑performing team, driving execution across complex cross‑functional initiatives and enforcing data quality, privacy, and governance standards

• Bachelor’s degree in Marketing, Business, Communications, or related field
• 10+ years in database, email, or CRM marketing (SMS experience preferred)
• Expertise with enterprise ESPs, database operations, segmentation, and data governance
• Strong command of data privacy, consent management, deliverability, and sender reputation
• Experience leading channel roadmaps, platform integrations, vendors, and team members
• Skilled communicator with senior leadership; proficient in Jira/Asana; proactive, accountable, and results‑driven

Boston, MA Headquarters - (NB) Only Pay Range: $ - $ - $ Annual (actual base pay varying based upon, but not limited to, relevant experience, time in role, internal equity, geographic location, and more.)

New Balance offers a comprehensive traditional benefits package including three options for medical insurance as well as dental, vision, life insurance and 401K. We also proudly offer a slate of more nontraditional perks – opportunities like online learning and development courses, tuition reimbursement, $100 monthly student loan support and various mentorship programs – that encourage associates to grow personally as they develop professionally.

You’ll also enjoy a yearly $1,000 lifestyle reimbursement, 4 weeks of vacations, 12 holidays and generous parental leave.

Our North American hybrid model encourages rich in‑person experiences, with employees working in office three days per week (Tuesday, Wednesday, Thursday). The model also includes four weeks of “Work from Anywhere” each calendar year.

New Balance provides equal opportunities for all and ensures employment practices without regard to race, color, religion, national origin, sex, sexual orientation, gender identity, age, handicap, genetic information and other protected statuses.