Head of Brand Marketing, Tonal
$240-275k
Electromagnetic home gym
Be an early applicant
Electromagnetic home gym
501-1000 employees
Be an early applicant
$240-275k
501-1000 employees
Company mission
To help people look, feel, and be the strongest and fittest versions of themselves.
Role
Who you are
- 12+ years of experience in marketing, with substantial time leading creative strategy and execution with internal and external agencies
- Former brand-building experience, establishing brand guardrails and ensuring consistency across touch-points
- Natural storyteller with high empathy and intellectual curiosity
- Passion for creativity and culture
- Experience working with cross functional teams, former Performance Marketing exposure a plus
- Fitness / Health experience a plus
What the job involves
- Tonal is looking for an experienced senior marketing leader to accelerate brand awareness, drive purchase consideration and solidify brand love by creating breakthrough campaigns, building and executing the brand’s social media strategy, and elevating our member community.
- A master at balancing data and insights with creative power, the Head of Brand Marketing will establish a brand-building strategy that leads to best-in-class marketing campaigns and engagement with the Tonal brand across paid and organic channels
- Leading a team, the ideal candidate will possess proven experience setting a bold vision, creating a comprehensive communication strategy, executing with excellence, and leaning on data to foster an environment of continuous improvement
- Create campaigns and social content that moves the needle on brand awareness, product clarity and differentiation while also elevating the Tonal brand
- Gather insights to fully understand purchase barriers and align communication priorities to improve conversion and decrease purchase cycle
- Establish Brand KPIs and evaluate campaign performance to create an environment of continuous improvement
- Establish a clear communication hierarchy across marketing channels to ensure consistent approach to brand messaging
- Lead creative briefing process, agency relationships, creative development and the production process for tentpole campaigns
- Own Community Management to ensure membership remains sticky and engaging
- Elevate email marketing strategy to drive conversion
- Partner with Growth Marketing team to ensure media plans and campaign development align to brand KPIs
- Partner with Product Marketing, Sports, PR, and Influencer Marketing in campaign and social content planning
- Lead the communications planning effort on how, where and when, organic social content appears
- Manage campaign, social, community and email marketing budget
- Lead a team across campaigns and social & community efforts
Our take
Tonal has created a proprietary digital weight system and combined this with coaching to offer a personalised and smart home gym. Its wall-mounted system uses electromagnetism to control the weights, replacing bulky and hard-to-store weightlifting equipment with a slim and sleek machine.
As well as selling the machines, Tonal sells subscriptions to personal training sessions and workout routines. The fitness landscape is shifting toward at-home equipment other similar equipment is supplied by Peloton and Mirror.
Tonal has seen impressive growth, investing equity funding into content initiatives, high-profile partnerships, scaling operations, and strong celebrity endorsements. It remains to be seen, however, if the current trend of home-workout equipment will stick around, let alone gain new momentum, but Tonal's cleverly designed equipment gives it an edge over competitors.
Steph
Company Specialist at Welcome to the Jungle
Insights
-38% employee growth in 12 months
Company
Funding (last 2 of 7 rounds)
Apr 2023
$130m
LATE VC
Mar 2021
$250m
SERIES E
Total funding: $580m
Company benefits
- We look at the whole picture to give you a competitive salary, top-tier benefits, and lifestyle perks
- Working for Tonal includes a top-quality health care package, commuter benefits, support for new parents, and more
- Your well-being is important to us. Take time off when you need it with flexible vacation days
- Enjoy weekly catered team lunches at our San Francisco headquarters, plus a kitchen full of healthy (and not-so-healthy) snacks
- At Tonal we encourage a fun and inclusive atmosphere. We make the time to socialize at office happy hours, team offsites, and special company-wide events
- Fitness is our thing. Use Tonal in the office whenever it fits your schedule. Partner workouts are always welcome
- From day one you’ll get set up with your own personal laptop, headphones, standing desk, and whatever else you need to do your best work
- Treat yourself! When you’re part of Team Tonal you get discounts on everything from Gear Shop apparel to your very own Tonal
Company HQ
SoMa, San Francisco, CA
Leadership
Aly Orady
(Founder, Board Member & Advisor)They started their career at Hewlett-Packard’s Computer Systems Laboratory designing super-computers, followed by technical leadership roles at a series of startups, including Kealia, Inc. (now Sun/Oracle). Served as the company's CEO from 2015 before transitioning into their current role in April 2023.
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