The posting
iFIT’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their own individual fitness journey.
iFIT is hiring a VP, International DTC to run and grow NordicTrack's direct-to-consumer business outside the US. You own the commercial P&L and you own the result. That means the whole business, not a slice of it: brand, demand generation, product marketing, merchandising, promotion, the site experience, conversion, and retention, across every international market we sell in. You'll deliver through a small set of direct reports and a larger set of cross-functional partners you influence rather than manage.
The mandate is durable revenue growth, built on an engine that works across the full funnel instead of one clever tactic. There's a real conversion opportunity sitting in front of us right now, and you'll move on it fast. But conversion is a lever, not the job. The job is to set the international strategy, decide where the money goes market by market, and make the calls a business owner has to make.
Most of the company touches this role. Your closest partner by far is the Head of Global Paid Media: paid media runs centrally out of that team, and you set the market priorities and targets they execute against. Next is the VP, NordicTrack Brand, who owns the global positioning and product-marketing strategy you bring to life locally. Web development owns site performance and checkout. Then there's Creative, Analytics, Finance, and CRM. Your job is to pull all of them into one plan per country that actually holds together.
You own the business and you own the number. You'll move between the wide view and the detail, connect work across teams that don't report to you, and roll up your sleeves when that's what moves things. It takes both sides of the brain: real judgment about brand and the customer journey, and real rigor on the commercial side (P&L, media economics, conversion, LTV). You'll do well if you think clearly, take deep ownership, and feel at home in a PE-backed company where the bar is high and results matter more than motion.
PRIORITY MARKETS
The markets aren't equal, and they don't take the same playbook. You own the DTC P&L in all of them. Wholesale and retail report elsewhere and line up to you through the campaign brief.
- UK and Australia are the primary growth markets. The brand equity is already there; the work is turning it into site revenue, faster.
- Germany is brand-first. Build awareness before you scale performance spend, with Fitshop as the wholesale anchor.
- France is early. Establish a brand presence and lay the DTC groundwork.
- China runs through JD.com and Tmall. No owned site, so it's brand content and platform marketing, measured on platform performance.
ROLE COMMITMENTS
- Own the international DTC P&L and grow revenue [X]%.
- Run the whole business as one engine, not a stack of separate channels.
- Bring NordicTrack's global positioning to life locally, with the brand team.
- Get global media, web dev, creative, analytics, merchandising, and promo behind a single plan per market.
- Hire and lead the international team.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Commercial and P&L Ownership:
- Carry the international DTC P&L: revenue, margin, and the marketing spend behind both, across priority markets.
- Set growth targets by market and hit [X]% DTC revenue growth, working every input from acquisition to conversion to AOV to retention.
- Make the trade-offs an owner makes. Decide where to invest and where to pull back, and which markets deserve a bigger bet.
Merchandising, Pricing and Promotion:
- Own the international merchandising strategy: product mix, hero SKUs, bundles, and how the range shows up in each market.
- Set pricing and promotion per market, balanced against margin and brand equity, and timed to the global launch calendar and retail activity.
- Work with the site/CRO and content teams to sharpen on-site merchandising (PDP, category, cart) and lift AOV and conversion.
Brand and Product Marketing (in market):
- Partner with the VP, NordicTrack Brand to adapt global positioning for each market, keeping it consistent while making it genuinely local.
- Make sure the connected-hardware and subscription stories land everywhere, on the global launch calendar.
- Direct your country marketing managers on local brand-building, PR, influencer, and demand gen.
Demand Generation and Media:
- Own the demand-gen strategy across the funnel, and set the market priorities the Head of Global Paid Media's central team executes to global benchmarks and channel discipline.
- Sequence spend to the market: brand before performance in build markets, efficient channels before paid scale in early ones.
- Take the near-term conversion win with disciplined testing and CRO, and keep it in proportion. It's one lever inside a revenue mandate, not the mandate itself.
Site and Customer Experience:
- Partner with web development on site optimization: speed, a clean checkout (payments, BNPL, mobile), and getting international needs prioritized.
- Own the journey from first touch through purchase and into retention, as one system rather than a set of disconnected channels.
- Work with CRM/Lifecycle and Subscriptions to grow retention, attach rate, and lifetime value.
Content and Channel Strategy:
- Own an integrated content and channel plan per market across YouTube, CRM, paid social, affiliates, and blog. Localized properly, not US content run through a translator.
- Get your input into global creative before production locks, then adapt and deploy it locally without burning cycles.
Team Leadership:
- Build and run the international team: country product marketing managers, site/CRO, content and CMS, and inside sales.
- Your country managers own brand and product marketing in their markets and answer for local revenue and brand health.
- Performance marketing sits on the central team; expect at least one performance marketer dotted-lined to you and focused on international.
- Represent International in global planning and AOP. Win the resources and alignment you need from the center while protecting the team's ability to move quickly.
Key Cross-Functional Relationships:
- Head of Global Paid Media, for attribution, benchmarks and channel discipline.
- VP, NordicTrack Brand, on global positioning and how it adapts locally.
- Web Development, on site optimization, performance, checkout, and payments.
- Global Creative and Content, for master assets and localized production.
- Analytics and Finance, for reporting and the P&L.
- Retail and Wholesale leads, to line up DTC and retail calendars. (They report separately.)
EDUCATION AND/OR EXPERIENCE
Basic Qualifications:
- Bachelor's in marketing, business, or a related field.
- 8+ years in DTC general management, brand or commercial leadership, or ecommerce, with real P&L ownership at a direct-to-consumer business.
- A track record growing a DTC brand or vertical where you owned revenue and the full funnel, not just one function.
- Both sides of the brain: brand and customer-journey judgment alongside commercial and analytical rigor (P&L, media economics, conversion, LTV).
- Cross-functional leadership inside a matrix, where you aligned brand, media, product, and creative partners you didn't own outright.
- Multi-market international experience, ideally across Europe and Australia. Comfort with a marketplace model like JD.com or Tmall is a plus.
- Experience leading marketing teams spread across countries.
- You're at home in a PE-backed environment: high bar, results over motion.
- Authorized to work in the UK without sponsorship.
Preferred Qualifications:
- An advanced degree in marketing or business.
- GM or senior-leader time at a pure-DTC brand in consumer health, subscription, or connected hardware.
- A background in connected fitness, consumer electronics, or subscription hardware.
- You've stood up or scaled a DTC org and operating model across international markets.
- Familiarity with ecommerce and analytics tooling like ContentStack, Google Analytics, Amplitude, or Tableau.
iFIT does not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, national origin, age, ancestry, mental or physical disability, sexual orientation, gender identity, medical condition, genetic information, marital status, veteran status or any other characteristic protected by law.
