Senior Brand Manager, NordicTrack DTC

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 own individual fitness journey. We are currently seeking an ambitious pace-setter to join our team as a Senior Brand Manager, NordicTrack North America, remotely in the US. NordicTrack is one of the most recognized names in fitness equipment and a flagship brand of iFIT, a global leader in connected fitness. The Senior Brand Manager will operate as a business owner across the total consumer purchase journey for all consumer-facing sales channels — retail and the DTC website. This role owns audience and demand strategy, positioning and merchandising, pricing and promotion, full-funnel acquisition and retention, and the conversion engine that turns consumer demand into sales across channels. Success requires strong consumer and commercial instincts, fluency in performance marketing and funnel economics, comfort with ambiguity, and the judgment to connect brand, creative, media, and merchandising into a cohesive, revenue-generating go-to-market approach. ROLE COMMITMENTS • Own the NordicTrack North America consumer business as a clearly defined, high-performing commercial engine across retail and DTC, creating clarity around who the priority audiences are, what NordicTrack offers them, and why the brand wins across the full consumer purchase journey. • Partner with Sales and drive the sales performance metrics that translate consumer demand into measurable, profitable revenue, setting realistic targets for traffic, conversion, average order value, and revenue. • Build and run the full-funnel, cross-channel go-to-market motion from strategy to closed revenue, owning the acquisition-to-retention engine across retail, owned, and paid channels. • Connect brand, media, retail, and merchandising into a cohesive, channel-agnostic conversion strategy, ensuring creative, media, site, retail, and promotional decisions work together to drive both brand health and commercial performance. • Operate as the accountable owner of the NordicTrack North America consumer business, taking end-to-end responsibility for traffic, conversion, revenue, and retention in close partnership with Sales as the channel P&L owner. ESSENTIAL DUTIES AND RESPONSIBILITIES • Own demand creation across retail and DTC — developing the audience, brand, and full-funnel strategy that generates new consumer demand for NordicTrack, not just capturing existing demand. • Identify the primary barriers to conversion and retention, and push beyond surface explanations to uncover root causes. • Translate demand-creation ambition into a clear full-funnel strategy and channel roles that build and convert demand, in partnership with Media, Creative, Merchandising, and Analytics. • Monitor competitive, cultural, and consumer trends and determine which are strategically relevant. • Define how NordicTrack should be positioned to priority consumer audiences. • Build a full-funnel communication and merchandising framework that clarifies who we are speaking to, what we are saying, and when. • Develop pricing and promotional strategies that connect consumer value with margin objectives. • Ensure positioning, merchandising, and messaging are consistently reflected across retail, site, paid media, social, and lifecycle channels. • Continuously refine pricing, promotion, and messaging based on performance signals and customer response. • Own go-to-market planning across consumer channels, including timelines, channel