Director, NordicTrack Brand and Product Marketing

SUMMARY

 

iFIT’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their individual fitness journey.

 

NordicTrack is one of the most iconic names in fitness—but even iconic brands must evolve. We’re looking for a high-impact Brand and Product Marketing leader to shape the go-to-market strategy for iFIT’s connected hardware offerings (NordicTrack and ProForm), with a primary focus on the NordicTrack brand. You’ll report directly to the CMO and work closely with Product, Sales, DTC, Consumer Insights, Retail Marketing, and Subscriptions teams.

 

This role is focused on brand revitalization, high-impact storytelling, and product GTM excellence. You’ll lead the development and execution of campaigns and connected hardware product launches across DTC and retail, in partnership with Sales, Creative, Paid Media, CRM, and Retail Marketing. You’ll play a visible role in shaping NordicTrack’s positioning, marketing strategy, and commercial performance globally.

 

This is not a “make the deck” role—it’s a drive-the-business, build-alignment, change-the-category role. You’ll be responsible for bringing new connected products to market, evolving brand positioning, and delivering integrated campaigns that span media, retail, social, influencer, and CRM. You’ll need to zoom in and out, connect the dots, and lead by doing.

 

Success in this role requires clarity of vision, deep ownership, and comfort in a private-equity-backed environment—where standards are high, execution is non-negotiable, and impact is everything.

 

 

ROLE COMMITMENTS

• Reposition and revitalize the NordicTrack brand—delivering a consistent, modern narrative across product, retail, DTC, and global channels that strengthens relevance and brand equity.
• Plan, lead, and optimize go-to-market strategies for connected hardware launches—partnering across Creative, Media, CRM, Retail Marketing, and Sales to drive product sell-through and campaign impact.
• Deliver best-in-class product marketing execution—ensuring messaging clarity, seasonal readiness, and cross-functional alignment that accelerates awareness, consideration, and conversion.
• Build and scale brand/product marketing capability for NordicTrack—strengthening executional discipline, launch planning, and global brand alignment across teams and regions.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Brand/Product Positioning and Messaging:

• Own the brand and product narrative for NordicTrack globally, evolving it for today’s customer while protecting what makes it iconic
• Conduct research, competitive analysis, and performance insights to inform positioning and messaging
• Develop messaging frameworks and creative briefs that bring the brand to life across DTC, retail, and global channels

Go-to-Market Leadership:

• Lead go-to-market strategy for connected hardware product launches across DTC and retail—managing launch timing, asset readiness, and functional alignment
• Translate product strategy into executional launch plans—coordinating across Creative, Paid Media, CRM, PR, Social, Influencer, Retail Marketing, and Sales
• Ensure GTM plans are clear, integrated, and aligned to commercial objectives across North America and Global markets
• Be a thought leader in the fitness industry, staying on top of trends and innovations to inform product development and marketing strategies.

Sales and Channel Enablement:

• Partner with sales and retail marketing teams to deliver seasonal toolkits, launch materials, and field-ready positioning for new product lines
• Ensure DTC, retail, and global teams have the right messaging, training, and visual assets to win at every touchpoint
• Act as the strategic connective tissue between brand and key revenue-driving functions (Sales, Retail, Channel Marketing)

Performance and Optimization:

• Define success metrics for product launches and brand campaigns, and track performance across sell-through, awareness, engagement, and brand equity
• Partner with Analytics and Consumer Insights to run post-launch reviews and continuous improvement loops
• Identify opportunities to test, learn, and scale new approaches to messaging, targeting, or cross-channel execution
• Manage and optimize the budget allocated for each product launch, ensuring cost-effective and efficient marketing efforts.

Qualifications

Education and Basic Qualifications

• Bachelor’s degree from an accredited institution in Marketing, Business, or a related field.

• Minimum 7 years of experience in brand and/or product marketing, with a focus on Go-To-Market strategies for physical products.

• Proven track record of leading GTM strategies and launching successful subscription-based products across multiple channels (e.g., CRM, paid media, PR, social).

• Authorized to work in the United States without sponsorship.

Preferred Qualifications

• MBA or advanced degree.

• Fitness or related industry experience.

• Expertise in positioning, segmentation, and lifecycle marketing with a strong understanding of customer needs and conversion drivers.

• Strong project management discipline with the ability to prioritize, adapt, and manage multiple concurrent launches.

• Analytical and data-fluent, with the ability to use performance insights to refine strategy and drive adoption.

• Excellent written and verbal communication skills, with experience influencing cross-functional stakeholders and executive leaders.

• Creative and data-driven approach with a passion for fitness and wellness.

• Strong copywriting skills for different stages of the customer journey.

• Experience partnering with Sales or Commercial teams, including developing enablement materials and go-to-market toolkits.