Senior Brand Manager, B2B
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Job Description
Senior Brand Manager growing NordicTrack’s commercial fitness equipment business through B2B segment strategy, positioning, and demand generation. Leading Pilates-focused category expansion and sales enablement.
Responsibilities:
- Own the commercial go-to-market for the total NordicTrack commercial portfolio, including segment strategy, value proposition, positioning, creative strategy, and demand generation
- Build customer and segment insight into creative strategy, customer-facing assets, and pipeline-generating campaigns; measure performance and pivot as needed
- Define target segments, commercial offers, brand credibility, and positioning for internal teams, channel partners, and customers
- Provide marketing inputs to support growth and margin goals, including demand plans, pricing and packaging recommendations, and campaign/channel contribution analysis
- Support Sales with customer insight, messaging, sales assets, and qualified demand
- Build campaign structures, lead flows, and partner-facing marketing programs
- Size the commercial fitness equipment market and prioritize segments, with emphasis on Pilates
- Research customer jobs to be done, decision criteria, buying processes, adoption barriers, operator economics, facility trends, procurement cycles, and competitive activity
- Develop pipeline strategy, channel roles, full-funnel communication frameworks, launch plans, and category storytelling
- Brief and direct Creative on landing pages, web content, lead capture experiences, sales collateral, launch toolkits, training materials, and visual standards
- Own paid media and digital lead-generation strategy, including targeting, budget allocation, cost per qualified lead, and pipeline contribution
- Define success metrics across awareness, consideration, lead quality, conversion, and early adoption
- Measure campaign and creative effectiveness with Analytics and adjust spend, messaging, creative, or channel emphasis based on results
- Partner with Sales to define inbound lead routing and qualification and connect media spend to closed revenue
- Take selected initiatives from concept through execution with clear objectives, resources, dependencies, risks, and measurement
Requirements:
- Bachelor's degree in Marketing, Business, or a related field
- 5–7 years in brand marketing, product marketing, or go-to-market roles for physical products
- Track record translating customer and segment insight into creative strategy and customer-facing assets that produced measurable growth
- Experience briefing and directing creative for customer-facing web assets including landing pages, campaign pages, and lead capture experiences, with accountability for how they perform
- Working command of paid media and digital marketing strategy built for lead generation, including cost per lead, funnel conversion, and pipeline contribution
- Proven track record partnering closely with a sales organization and earning credibility with it
- Demonstrated ability to read campaign performance and adjust course without waiting to be told
- Experience launching new products or emerging categories that required customer education
- Ability to decide with incomplete information and keep work moving
- Authorized to work in the United States without sponsorship
- Preferred: Experience operating in both scaled brands and resource-constrained environments
- Preferred: High ownership mindset with a willingness to step in wherever needed to drive results
- Preferred: Exceptionally clear and concise written and verbal communication skills
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