VP, Brand Marketing

Who We Are

Tonal is the smartest home gym and personal trainer. It has completely revolutionized the way people work out at home, with its sleek design and advanced A.I. technology. We’ve united a diverse team of experts and decades of research to reinvent strength training, making it more efficient, more effective and more engaging. 

With this in mind, we want to bring that same innovative approach to the workplace. At Tonal, we continue our shift of emphasis by growing our instrumental team. We collectively weave our knowledge and creativity, as we redefine the future of fitness. We are passionate about building products that transform lives, and building teams that transform the status quo. Together, we can be our strongest.  

Overview

The VP of Brand Marketing will set the strategy and lead the execution for marketing campaigns that enhance Tonal’s brand presence, reputation and influence in the market.  You and your team will be responsible for developing marketing and creative strategies and campaigns that achieve key brand metrics, engagement and sales targets. You will be responsible for setting and raising the  bar for the creative output that supports our marketing efforts. This is an executive position that will require you to think strategically and execute with your team members while creating a culture of collaboration and nurturing career growth.

• Create and lead the development of the organization's overall brand strategy, including defining brand positioning, messaging, and value propositions.
• Guide creative development, working with external agencies to ensure creative assets are consistent with Tonal’s premium brand.
• Evaluating and approving partnerships, collaborations, or sponsorships that can enhance the brand's visibility and reputation.
• Managing and overseeing the marketing budget, making sure individual campaigns stay on track.
• Staying on top of the latest marketing research, brand tactics, and industry trends, as well as evaluating when it may be time to try something new.
• Ensuring that marketing strategies and brand initiatives align with the overall goals and vision of the company.
• Tracking metrics and KPIs to measure the success of individual marketing campaigns.
• Reporting and presenting the results of marketing plans to other high-level executives and cross-functional teams within the company.
• Developing crisis communication strategies and protocols to protect and enhance the brand's reputation in times of crisis or controversy.
• Keeping a close eye on competitors’ branding and marketing strategies.
• Support your team member’s career development, learning and development. Create a team culture that drives positive employee engagement and satisfaction.

• 12+ years experience leading brand and product marketing,  preferably with experience in the D2C space, subscription services, or consumer electronics  
• Experienced people manager with a passion for coaching your direct reports
• Experience sourcing and leading external partners to achieve goals 
• Strong leadership skills with the ability to drive projects in a cross-functional environment
• Growth minded with the ability to adapt and solve problems within a fast-paced and ambiguous environment
• Ability to inform and influence decisions across all levels with strong communication skills 
• Ability to communicate data with storytelling 
• Experience working and collaborating with cross-functional teams
• Health and wellness advocate who values the intersection of consumer electronics and physical and mental wellbeing.

• Start up experience

The range of base salary for the position is between $250,000 - $300,000 USD plus equity and benefits. We take into consideration an individual’s background, experience, and location in determining their salary. This role is also eligible for health insurance, retirement savings benefits, life insurance and disability benefits, flexible paid time off, parental leave, and other additional benefits.

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, accessibility@tonal.com. All requests will be addressed and responded to in accordance with Tonal’s Accessibility Policy and local legislation.