Sr Director, Creative and Digital Experience

About the role

As #TeamGNC, we work hard to ensure that our consumers come first. We are always cultivating and collaborating on new ideas to bring innovative solutions to the forefront and testing new solutions to translate goals into action. Our team members are advocates for change and innovation. There is no greater gift than good health and no greater satisfaction than helping others to achieve it.

We are seeking a Senior Director, Creative & Digital Experience to serve as a key leader within our Marketing organization. This individual will bring together editorial storytelling and insight-led and performance-minded creative across eCommerce, retail, and digital channels, ensuring customers experience a more connected and engaging wellness journey. This is a modern creative leadership role for someone who believes great storytelling and emerging technology are increasingly inseparable.

The ideal candidate is a creative leader who can connect storytelling creativity with audience engagement, eCommerce performance, and business impact, while embracing technology to expand what the team can imagine with speed and at scale.

Responsibilities

• Brand Storytelling
  • Translate marketing strategies and consumer insights into compelling creative frameworks, narratives, and executions that resonate with our audience and tell our brand story.
  • Guide creative storytelling across photography, video, copy, motion, and interactive formats.
  • Develop compelling brand narratives, creative strategy, and messaging frameworks.
  • Identify emerging trends, cultural insights, and storytelling opportunities.
• Creative Leadership
  • Guide development of scalable creative systems that allow a single customer insight or campaign platform to come to life across multiple audiences, channels, product categories, and customer journeys.
  • Ensure creative work consistently aligns with channel objectives and measurable outcomes.
  • Own and protect GNC’s brand identity across all channels and customer touchpoints.
  • Ensure consistency in tone, look, feel, and messaging across digital, retail, media, and owned channels.
• Digital Experience & Technology
  • Lead creative strategy for eCommerce and digital performance channels, including paid media, site content, campaigns, and lifecycle marketing.
  • Partner with Performance Marketing and eCommerce teams to optimize creative for engagement, conversion, and ROI.
  • Champion a test-and-learn mindset while maintaining a high bar for creative quality.
  • Identify opportunities to use storytelling to make the path from discovery to consideration to purchase more compelling and relevant.
  • Explore and champion emerging technologies, including AI, generative tools, automation, and new creative production technologies, to expand creative possibility and scale.
• Omnichannel Creative Execution
  • Ensure creative translates seamlessly across online, mobile, in-store, and emerging channels.
  • Partner with Retail and Operations teams to support in-store creative, signage, and experiential needs.
  • Align creative execution with merchandising, product launches, and promotional calendars.
• Creative Operations & Team Leadership
  • Lead and develop a high-performing internal creative team (design, copy, content, production).
  • Manage agency and external partner relationships to extend creative capacity and expertise.
  • Establish clear creative processes, workflows, and standards, including technology solutions, to enable speed, quality, and scale.
• Performance Awareness & Optimization
  • Partner with Analytics and Marketing teams to understand how creative performs across channels.
  • Use insights to inform creative direction, iteration, and optimization.
  • Balance creative innovation with data-informed decision-making.

Requirements

• Bachelor’s Degree in Business, Marketing, Analytics or related field.
• 10+ years of progressive experience in creative leadership, brand, or marketing roles.
• Proven experience leading creative for consumer, retail, omnichannel, or lifestyle brands.
• Strong background supporting both brand marketing and performance-driven creative.
• Experience leading internal creative teams and managing agency partners.
• Prior senior-level leadership experience preferred.

Benefits

• Medical, Dental, Vision
• STD, LTD, Paid Company Life Insurance
• 401K program with company match
• 30% employee merchandise discount on GNC products & 20% employee discount on 3rd party products
• Monthly Free Product Offers
• Access to the Employee Assistance Program