Consumer GTM Lead, NordicTrack North America

About the role

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 individual fitness journey.

As the Consumer GTM Lead for NordicTrack North America, you will operate as a business owner across the total consumer purchase journey for all consumer-facing sales channels—retail and the DTC website. This role owns audience and demand strategy, positioning and merchandising, pricing and promotion, full-funnel acquisition and retention, and the conversion engine that turns consumer demand into sales across channels. Success requires strong consumer and commercial instincts, fluency in performance marketing and funnel economics, comfort with ambiguity, and the judgment to connect brand, creative, media, and merchandising into a cohesive, revenue-generating go-to-market approach.

Role Commitments

• Own the NordicTrack North America consumer business as a clearly defined, high-performing commercial engine across retail and DTC, creating clarity around priority audiences, offerings, and brand differentiation across the full consumer purchase journey.
• Partner with Sales to drive performance metrics that translate consumer demand into measurable, profitable revenue, setting realistic targets for traffic, conversion, average order value, and revenue.
• Build and run the full-funnel, cross-channel go-to-market motion from strategy to closed revenue, owning the acquisition-to-retention engine across retail, owned, and paid channels.
• Connect brand, media, retail, and merchandising into a cohesive, channel-agnostic conversion strategy, ensuring decisions work together to drive both brand health and commercial performance.
• Operate as the accountable owner of the NordicTrack North America consumer business, taking end-to-end responsibility for traffic, conversion, revenue, and retention in close partnership with Sales as the channel P&L owner.

Responsibilities

• Own demand creation across retail and DTC—developing the audience, brand, and full-funnel strategy that generates new consumer demand for NordicTrack.
• Identify primary barriers to conversion and retention, uncovering root causes beyond surface explanations.
• Translate demand-creation ambition into a clear full-funnel strategy and channel roles in partnership with Media, Creative, Merchandising, and Analytics.
• Monitor competitive, cultural, and consumer trends to determine strategic relevance.
• Define how NordicTrack should be positioned to priority consumer audiences.
• Build a full-funnel communication and merchandising framework clarifying audience, messaging, and timing.
• Develop pricing and promotional strategies that align 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.
• Own the acquisition-to-retention funnel, from traffic and conversion through repeat purchase and lifetime value.
• Write clear briefs defining target audience, insight, single-minded message, tone, and guardrails.
• Evaluate creative and site performance decisively, distinguishing good work from great work.
• Serve as the strategic owner of conversion and commercial quality across brand, performance, retail, and site experience.
• Partner effectively with Media and Finance with a working understanding of performance marketing economics, margin, and ROI tradeoffs.
• Apply strong judgment about what will and will not work across organic and paid social platforms, partnering with Social and Influencer teams to develop platform-native ideas.
• Develop clear product storytelling and merchandising that drives conversion across retail and owned channels.
• Create site, promotional, and lifecycle assets that make the offer easy to understand and act on.
• Ensure consistent and effective representation of the brand across retail, site, paid media, and lifecycle touchpoints.
• Define success metrics across traffic, conversion, AOV, retention, and contribution margin.
• Partner with Analytics to interpret performance results and identify root causes rather than symptoms.
• Translate learnings into clear adjustments to strategy, pricing, merchandising, or channel emphasis.
• Prioritize depth and impact over breadth of initiatives.

Requirements

• Bachelor's degree in Marketing, Business, or a related field.
• 5–7 years of experience in consumer go-to-market, retail, direct-to-consumer, e-commerce, or growth roles for physical products.
• Experience owning conversion, retention, or full-funnel performance across retail and/or DTC channels.
• Demonstrated ability to make decisions with incomplete information and move work forward quickly.
• Proven judgment across brand and performance contexts, including experience shaping pricing and promotion.
• Working understanding of performance marketing fundamentals, funnel economics, margin, 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, creative, and merchandising decisions directly to revenue and margin outcomes.
• High ownership mindset and willingness to step in wherever needed to drive results.
• Authorized to work in the United States without sponsorship.

Pay

Pay Range: $130,000 USD - $145,000 USD