Sr Director, Creative

Company Description

As the global leader in health and wellness innovation since 1935, GNC motivates people to reach their goals with the most trusted and exciting selection of products in the industry. 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. Be a part of helping others to Live Well!

About GNC

Since 1935, GNC has been a global leader in health and wellness innovation, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it. Join us in empowering others to Live Well!

What We’re Looking For

We are looking for an individual who is excited and eager to play a pivotal role in driving excellence in the health and wellness industry. This position offers the opportunity to engage in a collaborative environment where you will make a personal impact every day.

Senior Director, Creative

This position serves as a key leader within our Marketing organization. This individual will define and execute GNC’s creative vision across all customer touchpoints, ensuring consistency, quality, and impact across brand, digital, eCommerce, performance marketing, retail, and lifecycle channels. This role requires a balance of brand storytelling and commercial focus, ensuring creative work elevates the GNC brand while driving engagement, conversion, and growth.

What You’ll Do

• Define and evolve GNC’s creative vision in alignment with brand strategy and business priorities.
• Ensure creative direction supports both brand building and performance marketing objectives.
• Translate marketing strategies into compelling creative frameworks, narratives, and executions.
• 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.
• Evolve brand expression to remain modern, relevant, and differentiated in the health & wellness space.
• 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.
• Sure creative assets are designed for testing, iteration, and scale.
• Leverage technology, data, and automation to improve creative performance, accelerate iteration, and drive operational efficiency.
• Oversee development of integrated campaigns across brand, product, seasonal, and promotional initiatives.
• Guide creative storytelling across photography, video, copy, motion, and interactive formats.
• Ensure content resonates with diverse customer segments and reflects the GNC value proposition.
• 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.
• 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 to enable speed, quality, and scale.
• 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.

Qualifications

• 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.
• Currently living in or willing to relocate to Pittsburgh, PA.

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