VP, International 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. iFIT is hiring a VP, International DTC to run and grow NordicTrack's direct-to-consumer business outside the US. You own the commercial P&L and you own the result. That means the whole business, not a slice of it: brand, demand generation, product marketing, merchandising, promotion, the site experience, conversion, and retention, across every international market we sell in. You'll deliver through a small set of direct reports and a larger set of cross-functional partners you influence rather than manage. The mandate is durable revenue growth, built on an engine that works across the full funnel instead of one clever tactic. There's a real conversion opportunity sitting in front of us right now, and you'll move on it fast. But conversion is a lever, not the job. The job is to set the international strategy, decide where the money goes market by market, and make the calls a business owner has to make. Most of the company touches this role. Your closest partner by far is the Head of Global Paid Media: paid media runs centrally out of that team, and you set the market priorities and targets they execute against. Next is the VP, NordicTrack Brand, who owns the global positioning and product-marketing strategy you bring to life locally. Web development owns site performance and checkout. Then there's Creative, Analytics, Finance, and CRM. Your job is to pull all of them into one plan per country that actually holds together. You own the business and you own the number. You'll move between the wide view and the detail, connect work across teams that don't report to you, and roll up your sleeves when that's what moves things. It takes both sides of the brain: real judgment about brand and the customer journey, and real rigor on the commercial side (P&L, media economics, conversion, LTV). You'll do well if you think clearly, take deep ownership, and feel at home in a PE-backed company where the bar is high and results matter more than motion. PRIORITY MARKETS The markets aren't equal, and they don't take the same playbook. You own the DTC P&L in all of them. Wholesale and retail report elsewhere and line up to you through the campaign brief. • UK and Australia are the primary growth markets. The brand equity is already there; the work is turning it into site revenue, faster. • Germany is brand-first. Build awareness before you scale performance spend, with Fitshop as the wholesale anchor. • France is early. Establish a brand presence and lay the DTC groundwork. • China runs through JD.com and Tmall. No owned site, so it's brand content and platform marketing, measured on platform performance. ROLE COMMITMENTS • Own the international DTC P&L and grow revenue [X]%. • Run the whole business as one engine, not a stack of separate channels. • Bring NordicTrack's global positioning to life locally, with the brand team. • Get global media, web dev, creative, analytics, merchandising, and promo behind a single plan per market. • Hire and lead the international team. ESSENTIAL DUTIES AND RESPONSIBILITIES Commercial and P&L Ownership: • Carry the international DTC P&L: revenue, margin, and the marketing spend behind both, across priority markets. • Set growth targets by market and hit [X]% DTC revenue growth, working every input from acquisition to conversion to AOV to retention. • Make the trade-offs an owner makes. Decide where to i