New Balance has appointed Chris Cotcher as head of marketing for the UK. Cotcher joins from brand consultancy Haines McGregor and has also held various positions with Converse.
Cotcher replaces Clark McConnachie, who has been managing the UK office temporarily. McConnachie will move into a sales role in Scotland. Another new appointment, Richard Ward, will take up the position of UK marketing manager in July.
Ward joins from the European marketing team and will work alongside the European marketing director when the position is filled. Former European marketing director Jean-Gilles Blum left the company in May without a job to go to.
New Balance’s UK marketing strategy has been driven by the European marketing team for the past year, after a series of departures left the UK marketing department empty. Cotcher and Ward will focus on building local partnerships and grassroots marketing.
Unlike its main rivals Nike and Adidas, New Balance does not sponsor celebrity athletes and rarely employs above-the-line advertising. The bulk of its marketing budget is spent on point-of-sale promotions and public relations.