Senior Manager, Brand Marketing

Overview:

We’re seeking a dynamic, experienced Senior Manager of Brand Marketing to elevate Tonal’s presence as the leader in premium connected fitness. As our positioning evolves toward health outcomes and the everyday value of connected training, this role is central to shaping how the brand shows up in culture — through brand strategy, our prospect social community, high-profile events, and brand integration and partnership activations that build awareness, affinity, and consideration.

The ideal candidate blends the craft of building an aspirational, premium brand with fluency in outcomes-driven, benefit-led storytelling. You understand how to make a considered, higher-priced product feel both desirable and worth it — and you know how to translate efficacy and results into culturally relevant brand moments.

• Develop comprehensive brand marketing strategies that sharpen and strengthen our positioning across premium fitness, connected fitness, and health outcomes.

• Partner with senior leadership to align brand strategy with business goals, category trends, and our evolving outcomes-based narrative.

• Lead and develop creative resources — in-house art director, videographer, and copywriter, plus external brand and campaign agencies — to deliver work that raises the bar creatively and strategically.

• Set the social strategy for our prospect community, defining the role of social in building awareness, affinity, and consideration.

• Manage the resources and creative pipeline required to execute consistently across platforms.

• Grow and nurture the prospect community, using engagement and social insight to inform brand and content decisions.

• Own the research and insights function to track brand awareness, affinity, and consideration over time.

• Commission and lead primary research to understand the prospect consideration journey — needs, motivations, and barriers to purchase — including how health outcomes influence decisions.

• Monitor market trends, the competitive landscape, and consumer behavior to inform strategic decisions.

• Lead the planning, execution, and optimization of high-impact brand campaigns and events.

• Oversee creative development and production of campaign assets, ensuring they align with brand identity and objectives.

• Coordinate cross-functional teams to ensure seamless execution from concept through post-event analysis.

• Drive creative brand integrations across platforms and media to enhance visibility and resonance.

• Develop and execute partnership activations that bring our brand partnerships to life and keep Tonal culturally relevant and top-of-mind. (Partnership sourcing and relationship management sit with our dedicated brand partnerships team; this role owns the creative activation.)

• Work closely with the brand partnerships team, internal partners, and external agencies to deliver cohesive, impactful brand experiences.

• Track and analyze the performance of brand initiatives, events, and campaigns against clear KPIs.

• Provide regular reporting and insight to senior leadership on the effectiveness of brand strategies and activities.

• Experience. 10+ years in brand marketing for premium, aspirational, or connected consumer brands. Experience in fitness, wellness, health, or consumer technology is a strong plus, as is experience marketing considered, higher-priced products.

• Education. Bachelor’s degree in Marketing, Business, or a related field. An MBA or advanced degree is a plus.

• Brand craft. Proven ability to build and elevate a premium brand — making a considered product feel both desirable and worthy.

• Outcomes storytelling. Skill translating product benefits, efficacy, and results into compelling, culturally relevant brand narratives.

• Campaigns & events. Track record developing and executing high-profile brand events and brand-building campaigns.

• Social. Experience setting social strategy and building an engaged community, with the judgment to manage the resources required to execute it well.

• Leadership. Strong people leadership…