Director of Commercial Marketing

Accountabilities:

Lead commercial marketing strategy across fitness facilities, hospitality and wellness, Pilates studios, and connected fitness subscriptions, ensuring that marketing priorities align with sales objectives and measurable business outcomes.

• Develop segment-specific positioning, messaging, and go-to-market strategies for commercial fitness brands, maintaining established brand standards and collaborating with creative leadership on visual identity and marketing assets.

• Partner with commercial sales leaders to establish marketing priorities, budgets, target accounts, and campaigns that contribute to pipeline generation and revenue growth.

• Build and execute a hospitality marketing strategy targeting luxury hotels, resorts, spas, and high-end residential properties through flagship installations, case studies, design-industry partnerships, and experiential events.

• Strengthen commercial credibility for fitness brands by developing customer testimonials, reference programs, success stories, referral initiatives, and co-marketing opportunities.

• Own and continuously improve the commercial sales toolkit, including presentations, brochures, product specifications, proposals, ROI models, total-cost-of-ownership tools, competitive battlecards, and onboarding materials.

• Support demand generation through account-based marketing, LinkedIn campaigns, website conversion initiatives, paid media, lead nurturing, and targeted programs for Pilates studio founders.

• Work with sales operations to improve lead capture, routing, follow-up, and reporting, measuring lead sources, conversion rates, cost per lead, and marketing's contribution to pipeline.

• Lead commercial trade show and event strategy, coordinating execution with internal teams and managing external agencies supporting social media, public relations, and industry communications.

• Position connected fitness equipment and digital content as differentiators, supporting subscription sales to gyms, universities, corporations, hotels, and other commercial customers.

• Own the Freemotion brand and help establish NordicTrack's credibility in commercial markets, particularly Pilates, through premium installations, partnerships, and customer evidence.

• Lead and develop the marketing team, prioritize the work of an embedded designer in collaboration with creative leadership, and determine the most effective balance of internal and agency resources.

• Implement AI-enabled workflows for sales materials, copywriting, localization, and account-specific content, ensuring quality, accuracy, brand consistency, data privacy, and compliance with intellectual property policies.

• Manage the commercial marketing budget, oversee vendors and agency relationships, and report performance and recommendations to marketing and commercial leadership.

• Establish clear processes for sales requests, launch planning, project prioritization, and asset delivery to improve speed, consistency, and collaboration.

Requirements:

Candidates should bring substantial B2B or commercial marketing experience, a strong understanding of sales-driven growth, and a demonstrated ability to translate marketing strategy into measurable commercial results.

Required qualifications and experience:

• Bachelor's degree in Marketing, Business, or a related field.

• At least 8 years of marketing experience, including 4 or more years in B2B or commercial marketing for physical products, such as fitness equipment, hospitality supplies, or comparable industries.

• At least 3 years of experience marketing to hospitality buyers, including hotel and resort owners or operators, hotel brands, spas, or hospitality design firms, with evidence of contributing to business wins.

• Proven experience partnering with quota-carrying sales teams and demonstrating measurable impact on pipeline or revenue.

• Experience supporting multiple sales motions, such as account-based or dealer-led sales alongside relationship-driven selling or high-volume lead generation.

• Working knowledge of digital demand generation, including landing pages, lead nurturing, paid media, conversion optimization, and cost-per-lead measurement.

• Experience testing new marketing channels, conducting customer discovery, or launching and scaling lead-generation pilots.

• Demonstrated use of AI tools in marketing production, including examples of workflows developed and quality-control processes implemented.

• Hands-on experience with CRM and marketing automation platforms.

• Experience planning trade shows, commercial events, and experiential marketing initiatives.

• Ability to create sales materials and compelling copy, as well as brief and direct designers, creative teams, and external agencies.

• Experience managing people, agency partners, vendors, and marketing budgets.

• Willingness to travel up to 20% of the time, including internationally.

• Authorization to work in the United States without employer sponsorship.

Preferred qualifications:

• Established relationships with hotel brands, hospitality management companies, or hospitality design firms.

• Experience marketing to gym chains, fitness franchises, universities, corporate fitness programs, or other commercial fitness facilities.

• Experience repositioning a consumer brand for premium, professional, or commercial markets.

• Background in Pilates, boutique fitness, or related wellness categories.

• Experience working for a business that serves both consumer and commercial markets, collaborating with consumer brand teams.

• Familiarity with B2B software, digital subscriptions, or connected-content business models.

• International or multi-region marketing experience, particularly in Europe.

• Strong ownership, concise communication, and the ability to work effectively within a matrixed organization.

Benefits:

• Salary: $155,000–$165,000 USD per year.

• Remote work: Fully remote position open to eligible candidates across the United States, subject to state-specific hiring availability.

• Professional impact: Opportunity to shape commercial marketing strategy across established fitness brands and multiple business segments.

• Leadership opportunities: Lead and develop a marketing team while influencing agency partnerships, resource allocation, and future team growth.

• Cross-functional collaboration: Work closely with commercial sales leadership, creative teams, and external partners.

• Innovation: Build AI-enabled marketing workflows and contribute to the growth of connected fitness subscriptions.

• Travel: Opportunity to participate in commercial events, hospitality initiatives, and international activities, with travel of up to 20%.