iFIT’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their own individual fitness journey.
NordicTrack is expanding beyond traditional cardio into Pilates and Strength, a category that blends performance, recovery, precision movement, and premium design. This role exists to help define, build, and launch that category.
The Senior Strategist, Pilates & Strength GTM will own the positioning, messaging, and launch strategy for this portfolio. This role requires building clarity where no established playbook exists and translating early product vision into compelling, commercially effective go-to-market plans.
You will partner closely with Product, Creative, Sales, Retail, Media, and Analytics teams while reporting to the Director, NordicTrack Brand and Product Marketing (GTM). The Director owns the broader NordicTrack portfolio. This role owns the Pilates and Strength lane.
Success in this role requires strong consumer instincts, comfort with ambiguity, and the ability to connect strategy, creative, and performance into a cohesive launch approach.
ROLE COMMITMENTS
- Establish Pilates and Strength as a clearly defined, differentiated category within NordicTrack. Create clarity around who this category is for, what it stands for, and why NordicTrack is credible in it, such that internal teams, partners, and customers can articulate the value without translation.
- Translate category ambition into measurable commercial impact. Set realistic targets for awareness, consideration, and adoption, and ensure brand, creative, and channel decisions are directly tied to driving those outcomes.
- Deliver go-to-market launches that move quickly from strategy to results. Make timely decisions with incomplete information, get work into market, and improve outcomes through iteration rather than delayed perfection.
- Raise the creative bar while respecting performance economics. Ensure creative work is both brand-building and commercially effective, with clear judgment on what will and will not drive impact across brand, performance, and social channels.
- Operate as the accountable owner of the Pilates and Strength business within GTM Take end-to-end responsibility for progress, learning, and results across this category, stepping in wherever needed to remove friction and move the business forward.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Category and Market Strategy
- Develop a directional assessment of the Pilates home equipment market, including addressable audience size and priority segments.
- Recommend realistic awareness, adoption, and share ambitions for NordicTrack Pilates and Strength.
- Identify the primary barriers to adoption and push beyond surface explanations to uncover root causes.
- Translate category ambition into clear funnel strategy and channel roles in partnership with Media, Creative, Content, PR, and Influencer teams.
- Monitor competitive, cultural, and consumer trends and determine which are strategically relevant.
Brand/Product Positioning and Messaging:
- Define how NordicTrack should be positioned within the Pilates and Strength market.
- Build a full-funnel communication framework that clarifies who we are speaking to, what we are saying, and when.
- Develop message strategies that connect rational proof points with emotional motivation.
- Ensure positioning and messaging are consistently reflected across DTC, retail, paid media, social, and lifecycle channels.
- Continuously refine messaging based on performance signals and customer response.
Go-to-Market Leadership:
- Own go-to-market planning for Pilates and Strength launches, including timelines, channel roles, asset requirements, and success metrics.
- Write clear, concise creative briefs that define target audience, insight, single-minded message, tone, and guardrails.
- Inspire Creative teams by grounding ideas in insight and strategy rather than prescribing execution.
- Evaluate creative output decisively and consistently, clearly distinguishing good work from great work.
- Serve as a strategic filter on creative quality for Pilates and Strength across brand, performance, and social channels.
- Partner effectively with Media and Creative teams with a working understanding of performance marketing economics and ROI tradeoffs.
Social and Cultural Fluency:
- Apply strong judgment about what will and will not work across organic and paid social platforms.
- Evaluate social-first creative quickly and decisively.
- Partner with Social and Influencer teams to develop ideas that feel native to platform and culture.
- Use social signals as an input into broader brand and creative decisions.
Sales, Retail, and Channel Enablement:
- Develop clear category storytelling that enables sales teams and retail partners to confidently sell Pilates and Strength.
- Create launch toolkits, training materials, and visual standards that make a new category easy to understand and advocate for.
- Ensure consistent and effective representation of the category across DTC, retail environments, and partner channels.
Measurement, Learning, and Upside Opportunities:
- Define success metrics across awareness, consideration, conversion, and early adoption.
- Partner with Analytics to interpret performance results and identify root causes rather than symptoms.
- Translate learnings into clear adjustments to strategy, messaging, or channel emphasis.
- Take select upside opportunities from concept to execution with defined objectives, resourcing, dependencies, risks, and measurement plans.
- Prioritize depth and impact over breadth of initiatives.
EDUCATION AND/OR EXPERIENCE
Basic Qualifications:
- Bachelor’s degree in Marketing, Business, or a related field.
- 5 to 7 years of experience in brand marketing, product marketing, or go-to-market roles for physical products.
- Experience launching new products or emerging categories where customer education was required.
- Demonstrated ability to make decisions with incomplete information and move work forward quickly.
- Proven creative judgment, including experience evaluating and shaping work across brand and performance contexts.
- Working understanding of performance marketing fundamentals, funnel economics, and ROI considerations.
- Experience operating within both scaled brands and fast-moving, resource-constrained environments.
- Strong intuition for social-first creative and cultural relevance.
- Exceptionally clear and concise written and verbal communication skills.
- Track record of tying brand and creative decisions directly to commercial outcomes.
- High ownership mindset and willingness to step in wherever needed to drive results.
iFIT does not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, national origin, age, ancestry, mental or physical disability, sexual orientation, gender identity, medical condition, genetic information, marital status, veteran status or any other characteristic protected by law.
