Director, iFIT 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. We’re looking for a results-driven Brand and Product Marketing leader to own the strategy and go-to-market execution for iFIT’s global subscription business. This is a central, high-impact role

in one of our most important growth engines. You’ll report directly to the CMO and partner closely with Product, Sales, DTC, Consumer Insights, and Subscription teams to drive user acquisition, engagement, retention, and lifetime value.

This is not a “make the deck” role—this is a drive-the-business, build-alignment, and unlock-growth role. You’ll be responsible for launching new features, campaigns, and initiatives that define how millions of members engage with and grow through iFIT’s app, content, and digital platform. You’ll work across creative, media, CRM, and partnerships to bring the brand to life and the business forward. Success in this role requires someone who can helicopter up and down, connect dots across teams, and lead by doing. You must be comfortable with ambiguity, driven by results, and

energized by execution at the pace and precision required in a private-equity-backed environment—where standards are high, accountability is real, and impact is everything.

ROLE COMMITMENTS

• Deliver a unified iFIT brand narrative across product, CRM, paid, and retail channels—ensuring consistency in messaging, positioning, and value proposition.
• Plan, lead, and optimize go-to-market strategies—partnering across paid, owned, and earned media teams—to drive core business KPIs including revenue, new subscriptions, and member retention.
• Build and scale the brand/product marketing capability for iFIT’s subscription business—strengthening go-to-market discipline, messaging excellence, and readiness for global expansion.

Essential Duties And Responsibilities

Brand/Product Positioning and Messaging:

• Define and evolve the positioning and messaging for iFIT’s subscription platform—ensuring it resonates with key audiences and differentiates us in a competitive, dynamic space.
• Conduct user, market, and competitive research to inform narrative strategy and user segmentation.

Go-to-Market Leadership

• Own the end-to-end GTM strategy for new features, content drops, platform innovations, and subscription packaging—aligned to business objectives and company priorities.
• Partner with Product, Engineering, Sales, and Creative to drive launch strategy, deliverables, timelines, and success metrics from start to finish.
• Lead integrated marketing campaigns across CRM, PR, social, influencer, media, and partnerships to drive acquisition, engagement, and retention.

Sales And Channel Enablement

• Collaborate with Sales and DTC teams to develop toolkits, messaging guides, and enablement materials that drive adoption across DTC and indirect channels (e.g., retail, commercial).
• Support pricing and promotional planning with clear marketing narratives and value prop alignment.

Performance And Optimization

• Track and analyze launch and campaign KPIs—subscriptions, retention, engagement, and ROI—and own insight-driven iteration.
• Build and maintain dashboards, post-launch readouts, and learning loops that drive continuous GTM improvement.
• Own and manage budgets related to iFIT app launches and GTM initiatives with a focus on efficiency and impact.