Manager, Global Brand Strategy
THE ROLE:
The Peloton Brand Strategy team is looking for an experienced brand strategist to help grow, evolve, and protect the Peloton brand. Working in a fast-paced environment on our growing team, this person is responsible for designing insights-led strategies to increase awareness of Peloton and drive deeper affinity for our brand and products. To do so, this person will help establish and evolve Peloton’s brand strategy and the positioning of Peloton’s products across all categories. This person will also be responsible for leading strategic projects focused on brand architecture, naming strategy, and messaging strategy. They will be a skilled brand storyteller who brings an audience-focused, strategic approach to brand building. With proven experience revealing the compelling human and cultural stories behind every data point, this person will challenge assumptions, inspire cross-functional teams and develop impactful brand building strategies rooted in our consumers’ and Members’ needs.
RESPONSIBILITIES:
- Build scalable and effective brand strategies including positioning, architecture, naming and messaging for Peloton’s brand, portfolio, and individual products
- Become an expert on Peloton’s brand, products, target customer, and Members
- Partner with the Consumer Strategy & Insights Team to ensure insights are leveraged for key strategy projects and to validate elements of the brand strategy with consumers and Members via research as needed
- Understand and contextualize audience behavior, category insights, product value propositions as well as technological and cultural trends to develop clear and actionable strategy recommendations
- Develop playbooks and brief international marketing teams to support expansion of the Peloton brand strategy into new geographies
- Partner with product marketers, brand marketers, and Membership teams to translate strategy into the design and implementation of global marketing programs
- Collaborate with brand marketers and product marketers on marketing strategy briefs, collaborating with and supporting creative teams internally and/or agency partners externally as they translate strategy into consumer-facing assets
- Deliver clear and compelling presentations of strategies and ideas grounded in data to senior stakeholders
- Be a brand evangelist and influence cross-functional teams and partners, ensuring brand strategy is reflected in work and activities across the company
- Drive design and implementation of best-in-class brand management capability, including centralized guidelines, review and approval processes, and agile methods to support cross-functional partners that are activating the brand externally
- Collaborate across Global Marketing to build and drive the Peloton brand
QUALIFICATIONS:
- 4-6 years of brand strategy experience at a leading consultancy, brand strategy agency, or in-house brand team
- Bachelor’s Degree required, MBA preferred
- Experience developing and activating purpose-led brand positioning
- Experience positioning new products/services and translating that positioning into actionable implications across the customer experience
- Experience designing and developing effective, measurable brand-building strategies
- Experience designing and evolving brand architecture
- Experience managing multiple high-profile, cross-functional projects simultaneously
- Experience managing external agencies and/or partnering with internal creative teams
- Experience ensuring execution of a brand strategy across multiple global markets, with global consistency and local nuance
- 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
- 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
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 does not accept unsolicited agency resumes. Agencies should not forward resumes to our jobs alias, Peloton employees or any other organization location. Peloton is not responsible for any agency fees related to unsolicited resumes.