Manager, Global Brand Management & Governance
The Peloton brand is one of the most special brands in the world. Our mission is to use technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime. Peloton’s values inform everything we do, from product strategy, to hiring, to decision-making.
- Put Members First - Design with a user-centered mindset. Obsess over every touchpoint of the member experience.
- Operate with a bias for action - Challenge the status quo by continuously innovating and improving. Take risks, fail fast and learn from past failures.
- Empower teams of smart creatives - Hire the best and get out of the way. Think and act like owners. Stay lean, scrappy and creative.
- Together we go far - Build a diverse and inclusive community. Uphold the obligation to dissent and listen. Presume trust and be transparent.
THE ROLE:
The Peloton Brand Strategy & Management team’s mission is to enable the business strategy by defining and evolving our brand globally, powering Peloton to become the unrivalled leader in fitness & wellness. Through brand strategy, identity, positioning, messaging, and planning, we ensure clear and consistent understanding of the role of the Peloton brand in the lives of our Members, consumers, business customers, and team members. We are a key partner and input to all areas of the organization, uniquely positioned at the intersection of our business strategy, products, content, Member experience, and marketing efforts.
We are seeking a Manager, Global Brand Management & Governance, reporting to the Director, Global Brand Strategy to design, build, and manage a world-class brand management function within Peloton’s Brand Team, from the ground up. This role will drive best-in-class management and governance of the Peloton Brand across all teams and touchpoints, while helping to evolve, disseminate, protect, and manage the Peloton Brand. The ideal candidate will be entrepreneurial and resourceful, a self-starter, a strategic thinker who understands how marketing and creative organizations operate, and an excellent communicator driven by a genuine curiosity and passion for building category-leading brands that people love.
RESPONSIBILITIES:
- Brand Governance & Evangelism:
- Strategize, identify, implement, and maintain all tools, resources, and internal comms channels to drive ongoing employee and partner (e.g. agencies) awareness, engagement, and understanding of the Peloton brand, including the Peloton Brand Portal, Brand Onboarding modules, hype videos, etc.
- Approvals and Governance
- Drive operational rigor for defining new and maintaining existing governance processes, possibly including tactic review, asset management, etc.
- Serve as primary liaison for internal design and agency creative directors, maintaining a forum or council and driving visibility and alignment across creative leads
- Tools & Resources
- Lead development, design, and implementation of new Peloton Brand Portal as a dynamic, digital resource for the Peloton Brand Story, positioning, messaging, and guidelines
- Partner with the Creative team to: 1) equip new regional teams and agencies in international markets with tools and guidelines to understand and express the brand; 2) equip new and emerging B2C and B2B business lines with tools and guidelines to apply the Peloton brand in new market contexts with new customer groups 3) develop guidelines and tools to guide expression of the Peloton brand within marketing partnerships.
- Training & Internal Communications
- Foster brand-led culture through engaging and educating internal teams, strengthening understanding of brand strategy, identity and voice through monthly updates (e.g. newsletter) and quarterly trainings
- Partner with internal comms groups to ensure brand messaging, engagement and evangelism permeates through all employees across the organization through internal campaign development, as needed
- Brand Expression Implementation & Rollout:
- Lead the rollout of evolved brand expression to ensure best-in-class, consistent, on-brand expression across every touchpoint
- Partner to ensure brand compliance from marketing agencies, internal Creative & Design teams, sales, product, and executive leadership to champion on-brand executions
- Steward Brand Expression evolution for Member, customer, and team member touchpoints - including environmental branding, retail, web, B2B channels, etc.
- Translate Brand Expression for key partnerships and activations, including asset and guideline creation, management, and governance
QUALIFICATIONS:
- 6-8 years of experience in brand management or brand governance, preferably at a leading global technology or consumer brand. B2C experience is preferred, and additional B2B experience is a plus.
- Bachelor’s Degree required
- Experience implementing and maintaining a brand resource center, and familiarity with marketing and creative operations software programs
- Experience managing cross-functional projects
- Experience conducting internal training sessions and workshops on brand- and marketing-related topics
- Is an independent, strategic, and creative thinker who is a strong team player (no job is too small or too large) and is willing to take on additional responsibilities as necessary
- Ability to work in a highly collaborative, fast-paced team environment
- Exceptional interpersonal and communication skills, along with an ability to influence decision-making cross-functionally
- Is forward-thinking, extremely organized, and has an obsession for detail
- Brings a strong passion for Peloton’s brand and products, the fitness category, and consumer brands more broadly
- Understanding of basic quantitative/qualitative research methodologies
- Must be able to work in New York City once HQ office opens (currently remote due to COVID)
ABOUT PELOTON:
Peloton uses technology + design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime. We have reinvented the fitness industry by developing a first-of-its-kind subscription platform. Seamlessly combining hardware, software, and streaming technology, we create digital fitness and wellness content and products that Members love. In 2020 Peloton committed to becoming an antiracist organization with the launch of the Peloton Pledge. Learn more, here.
“Together We Go Far” means that we are greater than the sum of our parts, stronger collectively when each one of us is at our best. In order to be the best version of Peloton, we are deeply committed to building a diverse workforce and inclusive culture where all of our team members can be the best version of themselves. This work has no endpoint; it is the constant work of running an organization that strives to reach its full potential. As a first step in our commitment, we announced the Peloton Pledge to invest $100 million over the next four years to fight racial injustice and inequity in our world, and to promote health and wellbeing for all, from the inside out.
Peloton is an equal opportunity employer and committed to creating an inclusive environment for all of our applicants. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. If you would like to request any accommodations from application through to interview, please email: [email protected]
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