Commercial GTM Leader
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Job Description
Commercial GTM leader building NordicTrack’s B2B fitness business for iFIT. Owning segment strategy, partnerships, sales motion, launches, and profitable revenue growth.
Responsibilities:
- Establish NordicTrack B2B as a clearly defined, credible commercial business by clarifying target segments, the commercial offer, and brand credibility
- Own the commercial P&L and set targets for pipeline, bookings, and margin
- Build and run the B2B go-to-market motion, including sales process, channel structure, and partner development
- Develop the distributor, reseller, and strategic partner ecosystem
- Take end-to-end responsibility for pipeline, revenue, partner health, and commercial results
- Assess the Pilates B2B equipment market, addressable audience, and priority segments
- Recommend awareness, adoption, and market-share ambitions
- Identify barriers to adoption and uncover root causes
- Translate category ambition into funnel strategy and channel roles with Media, Creative, Content, PR, and Influencer teams
- Monitor competitive, cultural, and consumer trends
- Define NordicTrack’s commercial positioning, emphasizing Pilates category expansion
- Build full-funnel communication frameworks and message strategies
- Ensure positioning and messaging across DTC, retail, paid media, social, and lifecycle channels
- Plan Pilates and Strength launches, including timelines, channel roles, assets, and success metrics
- Write creative briefs and evaluate creative output across brand, performance, and social channels
- Partner with Media and Creative teams on performance marketing economics and ROI tradeoffs
- Partner with Social and Influencer teams on platform-native ideas
- Develop category storytelling, launch toolkits, training materials, and visual standards for sales teams and retail partners
- Define success metrics across awareness, consideration, conversion, and early adoption
- Partner with Analytics to interpret results, identify root causes, and adjust strategy, messaging, or channel emphasis
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 roles for physical products
- Experience launching new products or emerging categories requiring customer education
- Ability to make decisions with incomplete information and move work forward quickly
- Proven creative judgment across brand and performance contexts
- Understanding of performance marketing fundamentals, funnel economics, and ROI considerations
- Experience in scaled brands and fast-moving, resource-constrained environments
- Strong intuition for social-first creative and cultural relevance
- Clear and concise written and verbal communication skills
- Track record of tying brand and creative decisions to commercial outcomes
- High ownership mindset and willingness to step in wherever needed
- Authorized to work in the United States without sponsorship
Benefits:
- Compensation may vary based on job level, geographic work location, position incentive plan, and exemption status
- At-will employment, subject to applicable state laws
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