Senior Manager, Brand Marketing

Job description

OVERVIEW: We’re seeking a dynamic, experienced Senior Manager of Brand Marketing to elevate Tonal’s presence as the leader in premium connected fitness. As our positioning evolves toward health outcomes and the everyday value of connected training, this role is central to shaping how the brand shows up in culture — through brand strategy, our prospect social community, high-profile events, and brand integration and partnership activations that build awareness, affinity, and consideration. The ideal candidate blends the craft of building an aspirational, premium brand with fluency in outcomes-driven, benefit-led storytelling. You understand how to make a considered, higher-priced product feel both desirable and worth it — and you know how to translate efficacy and results into culturally relevant brand moments. WHAT YOU WILL DO: BRAND STRATEGY - Develop comprehensive brand marketing strategies that sharpen and strengthen our positioning across premium fitness, connected fitness, and health outcomes. - Partner with senior leadership to align brand strategy with business goals, category trends, and our evolving outcomes-based narrative. - Lead and develop creative resources — in-house art director, videographer, and copywriter, plus external brand and campaign agencies — to deliver work that raises the bar creatively and strategically. PROSPECT SOCIAL COMMUNITY - Set the social strategy for our prospect community, defining the role of social in building awareness, affinity, and consideration. - Manage the resources and creative pipeline required to execute consistently across platforms. - Grow and nurture the prospect community, using engagement and social insight to inform brand and content decisions. RESEARCH & INSIGHTS - Own the research and insights function to track brand awareness, affinity, and consideration over time. - Commission and lead primary research to understand the prospect consideration journey — needs, motivations, and barriers to purchase — including how health outcomes influence decisions. - Monitor market trends, the competitive landscape, and consumer behavior to inform strategic decisions. CAMPAIGN & EVENT MANAGEMENT - Lead the planning, execution, and optimization of high-impact brand campaigns and events. - Oversee creative development and production of campaign assets, ensuring they align with brand identity and objectives. - Coordinate cross-functional teams to ensure seamless execution from concept through post-event analysis. BRAND INTEGRATION & PARTNERSHIP ACTIVATIONS - Drive creative brand integrations across platforms and media to enhance visibility and resonance. - Develop and execute partnership activations that bring our brand partnerships to life and keep Tonal culturally relevant and top-of-mind. (Partnership sourcing and relationship management sit with our dedicated brand partnerships team; this role owns the creative activation.) - Work closely with the brand partnerships team, internal partners, and external agencies to deliver cohesive, impactful brand experiences. PERFORMANCE & REPORTING - Track and analyze the performance of brand initiatives, events, and campaigns against clear KPIs. - Provide regular reporting and insight to senior leadership on the effectiveness of brand strategies and activities. WHO YOU ARE: - Experience. 10+ years in brand marketing for premium, aspirational, or connected consumer brands. Experience in fitness, wellness, health, or consumer technology is a strong plus, as is experience marketing considered, higher-priced products. - Education. Bachelor’s degree in Marketing, Business, or a related field. An MBA or advanced degree is a plus. - Brand craft. Proven ability to build and elevate a premium brand — making a considered product feel both desirable and worth it. - Outcomes storytelling. Skill translating product benefits, efficacy, and results into compelling, culturally relevant brand narratives. - Campaigns & events. Track record developing and executing high-profile brand events and brand-building campaigns. - Social. Experience setting social strategy and building an engaged community, with the judgment to manage the resources required to execute it well. - Leadership. Strong people leadership and team management skills, including managing creative resources (in-house and agency), plus the ability to lead and influence cross-functionally. - Communication. Excellent communication, negotiation, and interpersonal abilities. - Analytical. Proficiency analyzing market and consumer data and turning it into actionable insight. - Attributes: - A strong strategic mind who can distill complex problems into clear, actionable briefs with ease. - An active learner who sees problems as creative opportunities and barriers as a chance to innovate. - Passionate about building brands that are both aspirational and genuinely good for people — and energized by a category at the intersection of premium design, technology, and health. At Tonal, we believe that the unique and varied lived experiences of our teammates contribute to our overall strength. We don’t just appreciate differences, we celebrate them, and we always seek people that represent a wide variety of backgrounds. We’re dedicated to adding new perspectives to the team and designing employee experiences that contribute to your growth as much as you do to ours. If your experience aligns with what we’re looking for (even if you don’t check every single box), send us your application. We would love to hear from you! Tonal is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration, and equality of opportunity. Should you have any accommodation requests, please reach out to us via our confidential email, accessibility@tonal.com. All requests will be addressed and responded to in accordance with Tonal’s Accessibility Policy and local legislation.