Vice President of Performance Marketing, Tonal
$250-300k
+ Equity
Electromagnetic home gym
Be an early applicant
Electromagnetic home gym
201-500 employees
Be an early applicant
$250-300k
+ Equity
201-500 employees
Company mission
To help people look, feel, and be the strongest and fittest versions of themselves.
Role
Who you are
- 12+ years experience managing media buying, preferably with experience in the D2C space, subscription services, or consumer electronics
- Experienced people manager with a passion for coaching your direct reports
- Ability to communicate data with storytelling
- Experience sourcing and leading external partners to achieve goals
- Strong leadership skills with the ability to drive projects in a cross-functional environment
- Growth-minded with the ability to adapt and solve problems within a fast-paced and ambiguous environment
- Ability to inform and influence decisions across all levels with strong communication skills
- Experience working and collaborating with cross-functional teams
- Health and wellness advocate who values the intersection of consumer electronics and physical and mental wellbeing
- Extra credit: experience working in a fast-paced startup environment
What the job involves
- The VP, Performance Marketing will lead the strategic vision and execution of all digital marketing and consumer acquisition initiatives for Tonal, including the development of media plans that drive awareness, purchase intent, lead generation, and ultimately sales at efficient rates.
- You and your team will lead performance marketing, traditional and digital media, and CRM, for Tonal.com and retail locations, including optimization work to find efficient ROI, and scaling of these channels.
- You will partner closely with leaders across analytics, brand and product marketing, and retail teams as you develop and execute plans.
- You will be able to shape what exists while also being responsible for building net-new strategies and approaches to support short and long term business growth.
- This is a leadership position that will require you to think strategically and execute with your team members while creating a culture of collaboration and nurturing career growth
- Be responsible for the vision and execution of omnichannel paid media campaigns, including but not limited to SEM, Paid Social, Linear TV, OTT/Streaming platforms, Podcast/Streaming Audio, Affiliate, and Direct Mail
- Lead the CRM (email, SMS, etc.) strategy and execution including developing multi-channel plans, optimizing journeys, and implementing process improvements to support CRM operations
- Identify new tactics to diversify the media mix and performance marketing plans across audiences
- Engage with executive and senior management stakeholders to represent growth marketing including the presentation of media strategies, GTM plans, and performance retrospectives
- Partner with Strategy and Finance teams on forecasting and demand planning, setting budgets, and modelling ROI media, e-comm and CRM channels
- Oversee marketing managers and external partners responsible for paid/performance marketing and e-comm channels. Identify new partners as needed
- Make the repeatable easier by implementing efficient processes and building data dashboards that support sharing media and performance data across the broader organization
Our take
Tonal has created a proprietary digital weight system and combined this with coaching to offer a personalized 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
Few candidates hear
back within 2 weeks
-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
Articles
Leadership
Aly Orady
(CTO)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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