Senior Manager, Brand Marketing

Were seeking a dynamic experienced Senior Manager of Brand Marketing to elevate Tonals 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. Bachelors 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 worth it.

• 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 and team management skills including managing creative resources (in-house and agency) plus the ability to lead and influence cross-functionally.

• Communication. Excellent communication negotiation and interpersonal abilities.

• Analytical. Proficiency analyzing market and consumer data and turning it into actionable insight.

• Attributes:

  • A strong strategic mind who can distill complex problems into clear actionable briefs with ease.

  • An active learner who sees problems as creative opportunities and barriers as a chance to innovate.

  • Passionate about building brands that are both aspirational and genuinely good for people and energized by a category at the intersection of premium design technology and health.

At Tonal we believe that the unique and varied lived experiences of our teammates contribute to our overall strength. We dont just appreciate differences we celebrate them and we always seek people that represent a wide variety of backgrounds. Were 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 were looking for (even if you dont 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 All requests will be addressed and responded to in accordance with Tonals Accessibility Policy and local legislation.

Required Experience:

Senior Manager