Director of Commercial Marketing
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. Hospitality is where we have the most to gain and the most to prove, so we're looking for someone who has marketed to hotels and resorts before. 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. Expect to build a fair amount yourself and to use AI to produce what sales needs.
The sales motions you'll support
Each of these has its own buyers, sales cycle and proof points. Part of the job is knowing which materials and programs can be shared across motions and which need to be built separately.
Motion
Buyers
How deals are won
What marketing does
Key accounts and institutions
Gym chains and franchise groups, universities, hospitals, military, corporate fitness, multifamily
Long, account-based cycles with RFPs, dealers and distributors; decided on durability, service and total cost of ownership
Target-account programs, sales tools and ROI models, dealer marketing, trade shows, case studies
Luxury hospitality and wellness
Hotel and resort owners and operators, spa directors, hotel brands, hospitality designers, high-end residential
Relationship-led and design-driven; decided on aesthetics, guest experience, brand standards and proof from peer properties
Credibility building, flagship installations, design-trade presence, experiential and showroom events, hospitality case studies
Pilates studio founders
Instructors and entrepreneurs opening one or two studios
Consumer-like research, but a high-stakes business decision shaped by community, education and trusted peers
Customer discovery, business-case content, referral and education partnerships, lead capture and nurture, launch support
Connected subscriptions
Gyms, universities, corporations and hotels buying iFIT content
An emerging B2B software motion
Positioning and sales support as the motion grows
Role commitments
Tie marketing to commercial revenue: Work with commercial sales leadership to turn their priorities into a marketing plan and budget, and show what marketing contributes to pipeline in each sales motion.
Win in luxury hospitality: Help our hospitality team win more hotel, resort and spa business by building the credibility and proof we need in a segment where we’re still establishing ourselves.
Help sales win more deals: Make sure reps and dealers have current, accurate materials for every customer conversation, and turn new requests around quickly.
Make iFIT a reason to buy: Position connected equipment and iFIT content as a differentiator against competitors, and support iFIT subscription sales into gyms, universities, corporations and hospitality.
Own Freemotion: Be the Freemotion brand owner, responsible for its positioning, standards and reputation with commercial buyers.
Earn NordicTrack credibility in commercial: NordicTrack is best known as a home fitness brand. Build its standing with commercial buyers, leading with Pilates, through proof such as premium installations, case studies and partnerships, within the standards set by the NordicTrack brand team.
Build the right support model: Get the most from our in-house and agency resources, and shape the mix over time so sales gets faster, better support.
Essential duties and responsibilities
Strategy and positioning
Define and prioritize segments across fitness facilities (big-box, franchise, university, military, corporate, multifamily), hospitality and wellness (luxury hotels, resorts, spas, residential), and Pilates studio founders.
Build segment positioning, messaging and proof points for Freemotion and NordicTrack Commercial, applying NordicTrack brand standards set by the NordicTrack brand team, and partner with the Senior Creative Director on Freemotion's visual identity and commercial creative standards.
Track competitors (e.g., Technogym, Life Fitness, Matrix, Precor; Balanced Body and Merrithew in Pilates) 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, including domestic, rest-of-world, our VP of Hospitality, and iFIT B2B, on priorities and target accounts.
Build a hospitality marketing program in partnership with our VP of Hospitality: flagship properties, case studies, design-trade presence and experiential events.
Own the sales toolkit: segment decks, brochures, spec sheets, proposal templates, ROI and total-cost-of-ownership tools, battlecards and rep onboarding materials.
Build a proof engine: case studies, testimonials, reference customers and co-marketing around new installations.
Run a customer advisory board and referral program with hotel, gym and studio customers.
Support distributors and dealers, including localized materials for European markets.
Run a simple intake and prioritization process so sales requests are delivered quickly and predictably.
Demand and pipeline
Partner with the paid media and web teams on website lead capture, conversion and lead generation across every sales motion.
Build on the studio founder discovery completed before you join: launch a pilot quickly, then scale the channels that produce qualified leads.
Give territory managers simple playbooks for following up on studio leads, and coach them on using them.
Brief any paid media to studio prospects within the paid media team's standards, and track leads, cost per lead and conversion.
Run account-based campaigns and LinkedIn programs for priority gyms and hotel groups.
Work with sales operations to make sure inbound leads are captured, routed and followed up, with clear reporting on lead sources, conversion and pipeline sourced and influenced.
Own trade show and commercial event strategy and content, partnering with the events manager on execution.
Manage our agency partners, including for social media and trade PR in fitness and hospitality media.
Team and operations
Lead and develop the team, and make the case for new roles as the business grows.
Set up AI tools and workflows for producing sales materials, copy, localized versions and account-specific content, with checks for quality, accuracy and brand.
Use AI within iFIT's policies on AI use, data privacy and intellectual property, and train the team to do the same.
Build key materials hands-on, and set the embedded designer’s commercial priorities in partnership with the Senior Creative Director.
Assess which work is best done in-house and which by agencies, recommend changes, and manage vendors for PR, freelance and production work.
Own the commercial marketing budget and report results to marketing and commercial leadership.
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, including a target property list.
The most-used hospitality and studio sales materials are refreshed, and a studio pilot is launched based on the discovery completed before you joined.
A clear working rhythm with our agency partners is in place, and leads and pipeline influenced have a baseline.
In your first 90 days
Hospitality: outreach to target properties is live, at least one flagship property is committed with sales, and the first hospitality case study is in production.
Pilates studios: the pilot is producing qualified leads for territory managers, and the best-performing channel is being scaled.
The core sales toolkit for every segment is current and in a shared library reps use.
Commercial leadership has approved a 2027 commercial marketing plan: priority segments and accounts, trade show calendar, budget and measures.
You’ve recommended the right mix of in-house and agency support for the year ahead.
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 at a target cost, scaled up through the channels the pilot proved out.
Hospitality pipeline and wins are growing, with flagship properties to point to.
Commercial buyers see NordicTrack as a credible choice, backed by flagship installations and case studies.
Sales materials are delivered faster and to a higher standard than today, supported by an AI-enabled production system.
Education and experience
Basic qualifications (measurable, disqualifier)
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 (fitness equipment, hospitality supply or similar).
Track record partnering with a quota-carrying sales organization, with measurable pipeline or revenue impact.
3+ years marketing to hospitality buyers, such as hotel and resort owners and operators, hotel brands, spas or hospitality design firms, with a track record of helping win business in the segment.
Experience supporting more than one sales motion, such as key-account or dealer-led selling alongside relationship-led selling or high-volume lead generation.
Working knowledge of digital lead generation (landing pages, nurture, paid media and cost per lead), and experience testing new channels or running customer discovery.
Demonstrated use of AI tools in marketing production, with examples of workflows you built and how you ensured quality, accuracy and brand consistency.
Hands-on experience with CRM and marketing automation platforms.
Experience planning trade shows and experiential events.
Hands-on ability to build sales materials, write copy, and brief and direct designers and agencies.
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 (non-measurable, not a disqualifier)
Existing relationships with hotel brands, management companies or hospitality design firms.
Experience marketing to gym chains, franchise groups or other fitness facilities.
Experience taking a consumer brand upmarket or into commercial and professional channels.
Pilates or boutique fitness category experience.
Experience at a brand with both consumer and commercial businesses, working alongside consumer brand teams.
Experience marketing B2B software or subscriptions.
International or multi-region experience, especially Europe.
Comfortable in a matrixed organization, with high ownership and clear, concise writing.
DISCLAIMER
Compensation may vary based on the job level, your geographic work location, position incentive plan, and exemption status.
Although we currently may consider hiring in the states listed below, not all positions are available in all locations, and work in a particular state is not guaranteed. Current list of states where iFIT may consider hiring: AK, AL, AR, AZ, CA, CO, CT, FL, GA, ID, IL, IN, KS, KY, LA, MA, MD, MI, MN, MO, MS, NC, NH, NJ, NV, NY, OH, OK, OR, PA, RI, SC, SD, TN, TX, UT, VA, WA, WI, WY.
Subject to applicable state laws, your employment at iFIT is "at-will". At-will employment means that you and the company each have the right to terminate the employment relationship at any time for any cause or for no cause at all.
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.
Pay Range:
$155,000—$165,000 USD