Senior Brand Manager, B2B

This is a fully remote position, open to applicants in Alabama, +36 more states.

📋 Description

• Take charge of the commercial go-to-market strategy for the entire NordicTrack commercial portfolio, encompassing segment strategy, value proposition, positioning, creative strategy, and demand generation.

• Gather customer and segment insights to inform creative strategies, customer-facing materials, and campaigns that generate leads; evaluate performance and make adjustments as necessary.

• Identify target segments, commercial offerings, brand credibility, and positioning for internal teams, channel partners, and customers.

• Provide marketing insights to support growth and margin objectives, including demand plans, pricing and packaging suggestions, and campaign/channel contribution analysis.

• Assist Sales with customer insights, messaging, sales materials, and qualified demand generation.

• Create campaign frameworks, lead flows, and marketing initiatives directed at partners.

• Assess the commercial fitness equipment market and prioritize segments, particularly focusing on Pilates.

• Investigate customer jobs, decision-making criteria, purchasing processes, adoption hurdles, operator financials, facility trends, procurement cycles, and competitive landscape.

• Formulate pipeline strategies, define channel roles, develop full-funnel communication strategies, launch plans, and category narratives.

• Brief and guide Creative teams on landing pages, web content, lead capture experiences, sales collateral, launch toolkits, training materials, and visual standards.

• Oversee paid media and digital lead-generation strategies, including targeting, budget distribution, cost per qualified lead, and pipeline contribution.

• Establish success metrics across awareness, consideration, lead quality, conversion, and early adoption.

• Evaluate campaign and creative effectiveness using Analytics, adjusting spend, messaging, creative, or channel focus based on outcomes.

• Collaborate with Sales to establish inbound lead routing and qualification, linking media expenditure to closed revenue.

• Drive selected initiatives from concept to execution with clearly defined objectives, resources, dependencies, risks, and metrics.

⛳️ Requirements

• Bachelor's degree in Marketing, Business, or a related field.

• 5–7 years of experience in brand marketing, product marketing, or go-to-market positions for physical products.

• Proven ability to transform customer and segment insights into creative strategies and customer-facing assets that drive measurable growth.

• Experience in briefing and directing creative efforts for customer-facing web assets, including landing pages, campaign pages, and lead capture experiences, with accountability for their performance.

• Strong understanding of paid media and digital marketing strategies tailored for lead generation, including cost per lead, funnel conversion, and pipeline contribution.

• Demonstrated success in collaborating closely with a sales team and gaining their trust.

• Ability to analyze campaign performance and make necessary adjustments proactively.

• Experience in launching new products or emerging categories that required customer education.

• Capable of making decisions with limited information while maintaining project momentum.

• Eligible to work in the United States without sponsorship.

• Preferred: Experience working in both established brands and resource-limited environments.

• Preferred: Strong ownership mentality with a readiness to step in wherever necessary to achieve results.

• Preferred: Excellent written and verbal communication skills that are exceptionally clear and concise.

🏝️ Benefits

• Comprehensive health insurance.

• Retirement savings plan with company match.

• Paid time off and flexible working arrangements.

• Opportunities for professional development and growth.

• Employee discounts on products and services.