Head of Brand Marketing

Who We Are

Tonal has built the world’s most intelligent fitness system that is changing the way people work out at home. Tonal is a fresh approach to fitness that leverages hardware, software, video content, and artificial intelligence. Everyone who’s used our product, from professional athletes to fitness enthusiasts, has fallen in love.

At Tonal, we are applying our collective knowledge and creativity to reimagine fitness. We know firsthand that too many hurdles stand between each of us and our fitness goals. Drawing on decades of research and a diverse team of experts, we have created the most advanced content driven strength training system available that makes working out a more efficient, effective, and engaging.

We're passionate about building products that transform people's lives.

Overview

Tonal is looking for an experienced senior marketing leader to accelerate brand awareness, drive purchase consideration and solidify brand love by creating breakthrough campaigns, building and executing the brand’s social media strategy, and elevating our member community. A master at balancing data and insights with creative power, the Head of Brand Marketing will establish a brand-building strategy that leads to best-in-class marketing campaigns and engagement with the Tonal brand across paid and organic channels.

Leading a team, the ideal candidate will possess proven experience setting a bold vision, creating a comprehensive communication strategy, executing with excellence, and leaning on data to foster an environment of continuous improvement.

What You Will Do (Job Responsibilities)

• Create campaigns and social content that moves the needle on brand awareness, product clarity and differentiation while also elevating the Tonal brand

• Gather insights to fully understand purchase barriers and align communication priorities to improve conversion and decrease purchase cycle

• Establish Brand KPIs and evaluate campaign performance to create an environment of continuous improvement

• Establish a clear communication hierarchy across marketing channels to ensure consistent approach to brand messaging

• Lead creative briefing process, agency relationships, creative development and the production process for tentpole campaigns

• Own brand strategy for Community Management to ensure membership remains sticky and engaging

• Elevate, SMS, email & journey marketing strategy to drive engagement and conversion

• Partner with Growth Marketing team to ensure media plans and campaign development align to brand KPIs

• Lead Product Marketing, PR, and Influencer Marketing in campaign and social content planning

• Lead the communications planning effort on how, where and when, organic social content appears

• Manage campaign, social, community and email marketing budget

• Lead a team across campaigns and social & community efforts

Who You Are

• 12+ years of experience in marketing, with substantial time leading creative strategy and execution with internal and external agencies

• Former brand-building experience, establishing brand guardrails and ensuring consistency across touch-points

• Natural storyteller with high empathy and intellectual curiosity

• Passion for creativity and culture

• Experience working with cross functional teams, former Performance Marketing exposure a plus

• Fitness / Health experience a plus

At Tonal, we believe that the unique and varied lived experiences of our teammates contribute to our overall strength. We don’t just appreciate differences, we celebrate them, and we always seek people that represent a wide variety of backgrounds. We’re dedicated to adding new perspectives to the team and designing employee experiences that contribute to your growth as much as you do to ours. If your experience aligns with what we’re looking for (even if you don’t check every single box), send us your application. We would love to hear from you!

Tonal is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration, and equality of opportunity. Should you have any accommodation requests, please reach out to us via our confidential email, [email protected]. All requests will be addressed and responded to in accordance with Tonal’s Accessibility Policy and local legislation.