As the head of Global Digital Brand Marketing for New Balance, Patrick Cassidy leads digital brand content and social media strategy, guiding “always on” content development and brand storytelling for global campaigns down to local market-relevant initiatives based on New Balance athletes, events, products and brand concepts. Cassidy drives NewBalance.com global site redesign strategy, development and execution for the U.S. brand presence and 40 international sites to align with brand feel and content creation capabilities.