Senior Strategist, Pilates & Strength GTM

ROLE COMMITMENTS

• Establish Pilates and Strength as a clearly defined, differentiated category within NordicTrack. Create clarity around who this category is for, what it stands for, and why NordicTrack is credible in it, such that internal teams, partners, and customers can articulate the value without translation.
• Translate category ambition into measurable commercial impact. Set realistic targets for awareness, consideration, and adoption, and ensure brand, creative, and channel decisions are directly tied to driving those outcomes.
• Deliver go-to-market launches that move quickly from strategy to results. Make timely decisions with incomplete information, get work into market, and improve outcomes through iteration rather than delayed perfection.
• Raise the creative bar while respecting performance economics. Ensure creative work is both brand-building and commercially effective, with clear judgment on what will and will not drive impact across brand, performance, and social channels.
• Operate as the accountable owner of the Pilates and Strength business within GTM Take end-to-end responsibility for progress, learning, and results across this category, stepping in wherever needed to remove friction and move the business forward.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Category and Market Strategy

• Develop a directional assessment of the Pilates home equipment market, including addressable audience size and priority segments.
• Recommend realistic awareness, adoption, and share ambitions for NordicTrack Pilates and Strength.
• Identify the primary barriers to adoption and push beyond surface explanations to uncover root causes.
• Translate category ambition into clear funnel strategy and channel roles in partnership with Media, Creative, Content, PR, and Influencer teams.
• Monitor competitive, cultural, and consumer trends and determine which are strategically relevant.

Brand/Product Positioning and Messaging:

• Define how NordicTrack should be positioned within the Pilates and Strength market.
• Build a full-funnel communication framework that clarifies who we are speaking to, what we are saying, and when.
• Develop message strategies that connect product features to consumer needs and motivations.