[Hiring] Director of Commercial Marketing @iFIT

Role Description

We're hiring a Director of Commercial Marketing to build and lead marketing for our commercial business, which spans the Freemotion, NordicTrack and iFIT brands. You’ll support several sales motions with very different buyers, from gym chains and large institutions to luxury hotels and independent studio owners. The role is fully remote, open anywhere in the US.

You'll report into marketing and be marketing's main partner to our commercial sales leaders. You'll own the Freemotion brand and set NordicTrack's commercial go-to-market within its brand standards. You’ll work with a designer embedded from our creative team and with outside agency partners, and you’ll help shape the right mix of in-house and agency support over time.

Sales Motions You'll Support

• Key accounts and institutions:
  • Buyers: Gym chains and franchise groups, universities, hospitals, military, corporate fitness, multifamily
  • How deals are won: Long, account-based cycles with RFPs, dealers and distributors; decided on durability, service and total cost of ownership
  • What marketing does: Target-account programs, sales tools and ROI models, dealer marketing, trade shows, case studies
• Luxury hospitality and wellness:
  • Buyers: Hotel and resort owners and operators, spa directors, hotel brands, hospitality designers, high-end residential
  • How deals are won: Relationship-led and design-driven; decided on aesthetics, guest experience, brand standards and proof from peer properties
  • What marketing does: Credibility building, flagship installations, design-trade presence, experiential and showroom events, hospitality case studies
• Pilates studio founders:
  • Buyers: Instructors and entrepreneurs opening one or two studios
  • How deals are won: Consumer-like research, but a high-stakes business decision shaped by community, education and trusted peers
  • What marketing does: Customer discovery, business-case content, referral and education partnerships, lead capture and nurture, launch support
• Connected subscriptions:
  • Buyers: Gyms, universities, corporations and hotels buying iFIT content
  • How deals are won: An emerging B2B software motion
  • What marketing does: Positioning and sales support as the motion grows

Role Commitments

• Tie marketing to commercial revenue
• Win in luxury hospitality
• Help sales win more deals
• Make iFIT a reason to buy
• Own Freemotion
• Earn NordicTrack credibility in commercial
• Build the right support model

Essential Duties and Responsibilities

• Strategy and positioning:
  • Define and prioritize segments across fitness facilities, hospitality and wellness, and Pilates studio founders.
  • Build segment positioning, messaging and proof points for Freemotion and NordicTrack Commercial.
  • Track competitors and buyer trends, and turn them into guidance sales can use.
  • Own commercial launch planning: timelines, assets, training and success metrics.
• Sales enablement and partnership:
  • Partner with sales leaders across every motion.
  • Build a hospitality marketing program in partnership with our VP of Hospitality.
  • Own the sales toolkit: segment decks, brochures, spec sheets, proposal templates, ROI and total-cost-of-ownership tools.
  • Build a proof engine: case studies, testimonials, reference customers.
  • Run a customer advisory board and referral program.
  • Support distributors and dealers with localized materials.
  • Run a simple intake and prioritization process.
• Demand and pipeline:
  • Partner with the paid media and web teams on website lead capture and conversion.
  • Build on the studio founder discovery completed before you join.
  • Give territory managers simple playbooks for following up on studio leads.
  • Brief any paid media to studio prospects.
  • Run account-based campaigns and LinkedIn programs.
  • Work with sales operations to ensure inbound leads are captured.
  • Own trade show and commercial event strategy and content.
  • Manage our agency partners.
• Team and operations:
  • Lead and develop the team.
  • Set up AI tools and workflows for producing sales materials.
  • Use AI within iFIT's policies on AI use, data privacy and intellectual property.
  • Build key materials hands-on.
  • Assess which work is best done in-house and which by agencies.
  • Own the commercial marketing budget and report results.

What Success Looks Like

• In your first 30 days:
  • Sales has a single front door to marketing, with a known turnaround for requests.
  • Decision rights with the NordicTrack brand team and commercial sales are agreed.
  • A hospitality plan is agreed with sales.
  • The most-used hospitality and studio sales materials are refreshed.
  • A clear working rhythm with our agency partners is in place.
• In your first 90 days:
  • Hospitality: outreach to target properties is live.
  • Pilates studios: the pilot is producing qualified leads.
  • The core sales toolkit for every segment is current.
  • Commercial leadership has approved a 2027 commercial marketing plan.
  • You’ve recommended the right mix of in-house and agency support.
• By the end of your first year:
  • Commercial marketing's contribution to pipeline is measured by segment and growing.
  • The studio funnel produces a steady flow of qualified leads.
  • Hospitality pipeline and wins are growing.
  • Commercial buyers see NordicTrack as a credible choice.
  • Sales materials are delivered faster and to a higher standard.

Qualifications

• Bachelor's degree in Marketing, Business or a related field.
• 8+ years in marketing, including 4+ years in B2B or commercial marketing for physical products.
• Track record partnering with a quota-carrying sales organization.
• 3+ years marketing to hospitality buyers.
• Experience supporting more than one sales motion.
• Working knowledge of digital lead generation.
• Demonstrated use of AI tools in marketing production.
• Hands-on experience with CRM and marketing automation platforms.
• Experience planning trade shows and experiential events.
• Experience managing people, agencies and a budget.
• Willingness to travel up to 20%, including internationally.
• Authorized to work in the United States without sponsorship.

Preferred Qualifications

• Existing relationships with hotel brands or hospitality design firms.
• Experience marketing to gym chains or other fitness facilities.
• Experience taking a consumer brand upmarket.
• Pilates or boutique fitness category experience.
• Experience marketing B2B software or subscriptions.
• International or multi-region experience, especially Europe.
• Comfortable in a matrixed organization.

Benefits

• Compensation may vary based on the job level, geographic work location, position incentive plan, and exemption status.
• Pay Range: $155,000 — $165,000 USD

Company Description

iFIT’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health into a seamless interactive experience.