Peloton
Peloton is the leading interactive fitness platform globally, with a passionate community of over 6.9 million Members.
New York , NY
Hybrid

Director, Local Brand Marketing

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THE ROLE

Peloton is looking for a Director of Local Marketing to drive an integrated and strategic local marketing approach that results in increased traffic and consumer engagement in retail Showrooms across North America. You'll be responsible for growing Peloton’s brand experience at a local level. Responsibilities will include (but are not limited to) development/execution/evaluation of: product marketing campaigns at retail, external local outreach, in-Showroom Member engagement, partnerships and events. 

Primary goals of this role are (1) driving traffic to Showrooms across North America and (2) consumer and Member engagement that affects brand perception and drives word of mouth at the local level. Reporting to the VP of Brand Marketing, this candidate will work hand-in-hand with the Retail Team, Visual Merchandising and integrated marketing teams to deliver premium storytelling, while also guiding, influencing and executing retail marketing programs that support our key product KPI’s and Member engagement initiatives that increase foot traffic to Showrooms and drive sell-through. Additionally, this position will drive marketing and messaging consistency between e-commerce and brick and mortar to develop one seamless marketing story. 

The ideal candidate will obsess over brand storytelling, consumer insights, local/community marketing AND retail performance, as well as help drive optimizations across in-store and out-of-store activations to deliver business results. You should be a high energy, resourceful, scrappy collaborator with the ability to develop, execute and analyze a local/community marketing strategy and plan. You'll be part of a growing, dynamic, collaborative team that works at a very fast pace, finding ways to delight Members while helping our Showrooms achieve their sales goals.


RESPONSIBILITIES

  • Build an annual strategic local / community marketing plan that increases traffic across all Showrooms, while ensuring brand alignment and consistency across retail channels.
  • Generate local community and retail insights that drive strategic operations and marketing decisions.
  • Amplify brand stories through local activations by:
    • Partnering with the Content and Brand teams to identify brand stories that can be pulled into Showrooms.
    • Building a rolling calendar of brand stories, plus a sound and executable activation approach, that is successfully adopted and executed at the local level by the Sales team. 
    • Creating consumer & Member experiences that drive foot traffic, buzz and engagement within Showrooms. 
    • Fostering engagement and awareness of local brand activations through communication on retail specific social media channels. 
    • Collaborating with Partnerships and Experiential teams (on a case-by-case basis) to create opportunities to drive foot traffic and experiences through partners that have a shared consumer target, in adjacent categories.
  • Author insight-led marketing briefs, lead the creative development of the retail marketing campaigns and manage campaign rollout across the full fleet of Showrooms. 
  • Develop and inform strategies that will elevate product stories across the full portfolio, within our doors in partnership with Sales, Brand, and Visual Merchandising teams. 
    • Elevate the in-Showroom test class experience in a way that further drives engagement and product learning to achieve key KPI’s (booking and attendance). 
  • Manage one direct report (located in the field) to:
    • Drive execution of retail marketing strategies while also informing HQ and regional teams of Showroom activities, optimizations and performance.
    • Own end-to-end Showroom launch plans through clear cross-functional communication and diligent management of timeline and budget.
    • Consistently conduct analysis of the competitive market and consumer trends at the local level.
  • Oversee an annual budget and ensure accuracy and discipline in monthly and quarterly budget.


QUALIFICATIONS

  • 10+ years of experience in local / community or retail marketing with a focus on grassroots & retail engagement. 
  • Demonstrated ability to lead successful campaigns, from strategic development to execution & analysis
  • A deep understanding of the retail landscape (with a disproportionate focus on traffic-driving activities) and proven success working with multiple teams to drive results. 
  • Ability to work cross-functionality and influence strategy in a fast-paced environment. 
  • Drive experiential Retail and Programming strategy 
  • Strong knowledge of macro and micro trends in major North American cities.
  • Strong analytical, project management and communication skills
  • Deep appreciation of end-to-end consumer retail shopping experience

ABOUT PELOTON

Founded in 2012, Peloton is a global interactive fitness platform that brings the energy and benefits of studio-style workouts to the convenience and comfort of home. We use technology and design to bring our Members immersive content through the Peloton Bike, the Peloton Tread, and Peloton Digital, which provide comprehensive, socially-connected fitness offerings anytime, anywhere. We believe in taking risks and challenging the status quo by continuously innovating and improving. Our team is made up of passionate brand ambassadors, and we know that together, we go far.

Headquartered in New York City, with offices, warehouses and retail showrooms in the US, UK and Canada, Peloton is changing the way people get fit. Peloton has been named to many prestigious industry lists, including Fast Company's Most Innovative Companies, CNBC's Disruptor 50, Crain's New York Business' Tech25 and Fast50, as well as TIME's Genius Companies. Visit www.onepeloton.com/careers to learn more about joining our team.

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What are Peloton Perks + Benefits

Peloton Benefits Overview

At Peloton, we do not subscribe to a one-size-fits-all approach - our workforce is diverse, so our benefits must be, too. Our goal is to enable our team members to be their best, most authentic selves while providing inclusive benefits to them and their families in the moments that matter most. Peloton is proud to offer comprehensive health care, mental health benefits, childcare solutions, generous paternal leave, equity packages, and more to all full time team members. In the United States, we are proud to have recently extended our medicinal benefits offering to portions of our part-time populations at certain threshold of hours. All team members are eligible for a referral bonus plan, pre-paid legal assistance, product & appear discounts, and complimentary access to the Peloton digital app.

Culture
Volunteer in local community
Peloton offers paid Volunteer Time Off to enable and empower our team members to volunteer for causes that positively impact their communities.
Partners with nonprofits
Peloton has donated funds to organizations across a variety of causes, inclusive of Hunger Relief Efforts, Civil Rights Groups, and more.
Open door policy
OKR operational model
Team based strategic planning
Pair programming
Open office floor plan
Remote work program
Peloton's remote work program allows Team Members to work from home on occasion, as needed for them.
Diversity
Documented equal pay policy
Dedicated diversity and inclusion staff
Diversity manifesto
Diversity employee resource groups
Peloton Employee Resources Groups are employee-led groups that foster a diverse and inclusive workplace aligned with Peloton's organizational mission, values, goals, business practices, & overall D&1
Hiring practices that promote diversity
Health Insurance & Wellness Benefits
Flexible Spending Account (FSA)
Peloton employees can contribute up to $2750 annually to their FSA.
Disability insurance
Disability insurance covers 60% of annual salary up to $10000 monthly maximum payout.
Dental insurance
Peloton's dental plan covers up to $3000 of expenses.
Vision insurance
Health insurance
Peloton covers up to 90% of premiums for high deductible health plans.
Life insurance
Peloton's Life Insurance is equal to 2 times an employee's annual salary with a minimum coverage of $100,000.
Pet insurance
Pet insurance is a voluntary employee-paid benefit.
Wellness programs
Team workouts
Peloton team members have free access to the Peloton digital product and can take workouts anytime!
Mental health benefits
Peloton partners with Lyra to provide mental health benefits to all employees, with 25 free sessions per year.
Financial & Retirement
401(K)
In addition to benefits that provide security for you today, you can make saving for the future easy with a 401(k) plan that allows you to save a portion of your salary towards retirement.
401(K) matching
Peloton provides employees with a 401(K) matching plan managed by ADP. We match 100% of contributions up to 4% of an employee's annual gross pay.
Company equity
Employee stock purchase plan
Our Employee Stock Purchase Plan (ESPP) is an optional program that allows eligible team members to use payroll deductions to purchase Peloton stock twice a year at a discount.
Child Care & Parental Leave Benefits
Childcare benefits
Peloton partners with Bright Horizons and Urban Sitters for Backup child care assistance. Subsidized child care & family care.
Generous parental leave
Parental Leave is a Company-Paid benefit which will pay your salary following the birth, adoption, or placement of a child. Up to 18 weeks total.
Family medical leave
Peloton provides eligible team members with up to 12 weeks of unpaid, job-protected leave per year.
Adoption Assistance
Peloton reimburses for eligible adoption expenses and 18 week of paid leave.
Vacation & Time Off Benefits
Generous PTO
Hourly team members receive between 10 to 20 days per year of paid time off based on years of service.
Paid volunteer time
Peloton employees receive 16 hours per year of paid volunteer time.
Paid holidays
Paid sick days
Team Members receive 48 hours of sick time up front.
Office Perks
Commuter benefits
Peloton offers pre-tax commuter benefits for all employees for both Transit and Parking.
Company-sponsored outings
Free snacks and drinks
Some meals provided
Company-sponsored happy hours
Peloton hosts happy hours in our NYC Penthouse on occasion.
Recreational clubs
Relocation assistance
Peloton offers a comprehensive relocation policy for employees relocating.
Fitness stipend
Peloton is proud to offer all full-time team members an annual reimbursement of $500 for Wellness related events registration/sponsor fees.
Home-office stipend for remote employees
During these unprecedented times, Peloton offers remote employees the ability to reimburse purchases for their at-home office, not exceeding $500.
Onsite gym
Professional Development Benefits
Tuition reimbursement
Peloton has partnered with Gradifi to help pay down your student debt and pay for your children's future education.
Promote from within
Continuing education stipend
Peloton provides $5250 annually of financial assistance for certain education related expenses to foster & encourage the professional development of our team members.

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