Senior Brand Manager, NordicTrack DTC

Responsibilities

• Own demand creation across retail and DTC — developing the audience, brand, and full-funnel strategy that generates new consumer demand for NordicTrack, not just capturing existing demand.
• Identify the primary barriers to conversion and retention, and push beyond surface explanations to uncover root causes.
• Translate demand-creation ambition into a clear full-funnel strategy and channel roles that build and convert demand, in partnership with Media, Creative, Merchandising, and Analytics.
• Monitor competitive, cultural, and consumer trends and determine which are strategically relevant.
• Define how NordicTrack should be positioned to priority consumer audiences.
• Build a full-funnel communication and merchandising framework that clarifies who we are speaking to, what we are saying, and when.
• Develop pricing and promotional strategies that connect consumer value with margin objectives.
• Ensure positioning, merchandising, and messaging are consistently reflected across retail, site, paid media, social, and lifecycle channels.
• Continuously refine pricing, promotion, and messaging based on performance signals and customer response.
• Own go-to-market planning across consumer channels, including timelines, channel roles, retail and site asset requirements, and success metrics.

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