The posting
OVERVIEW
Tonal is seeking a Talent Brand and Partnership Lead to grow the influence, visibility, and
commercial impact of Tonal’s on-air talent across platforms. This role develops and executes the strategy behind each coach’s personal brand, translating positioning and growth priorities into coordinated marketing opportunities across social, community, PR, events, and brand partnerships—always in service of Tonal’s business goals and member experience.
This person will be Tonal’s day-to-day lead with our external talent agency and a close partner to Brand Partnerships, Marketing, PR, Performance, and Content. They will help evaluate opportunities, guide coaches through brand and career decisions, and manage the fitness talent workstream from early concept through delivery. This role also partners with the Director, Performance & Talent to ensure readiness, professionalism, development, and consistent execution across the full talent roster.
WHAT SUCCESS LOOKS LIKE
- Measurable growth in coach audience engagement, brand equity, and high-quality commercial opportunities.
- A productive, accountable talent-agency partnership that generates proactive opportunities aligned with each coach’s positioning and Tonal’s priorities.
- Authentic, well-executed brand partnerships, appearances, and social activations that deliver clear value for Tonal, its on-air talent, and partners.
- Strong fitness talent trust, preparedness, professionalism, and compliance across the roster.
- Seamless cross-functional execution across teams: Including Talent, Brand Partnerships, and Marketing, Performance, Content Operations, and Legal.
- Scalable processes and clear decision-making that improve the talent lifecycle and make opportunities easier to evaluate and execute.
WHAT YOU WILL DO
TALENT AGENCY PARTNERSHIP
- Serve as Tonal’s primary day-to-day lead for the external talent agency through the end of its current contract term, establishing a clear operating cadence, priorities, briefs, feedback loops, approvals, performance reporting, and accountability to contracted deliverables.
- Ensure agency partners have a deep understanding of each coach’s positioning, audience, goals, availability, and relevant Tonal priorities so they can represent the roster effectively and proactively.
- Review the agency opportunity pipeline with talent and internal stakeholders; identify gaps, conflicts, or risks; and hold partners accountable to agreed deliverables and outcomes.
- Create clear coordination across the agency, coaches, and internal teams so communication is timely, ownership is understood, and decisions are made at the right level.
- Ahead of the July renewal decision, provide a data-informed assessment of the agency partnership, including performance against contracted expectations, demonstrated value and ROI, gaps or risks, and a clear recommendation on renewal, renegotiation, or an alternative path forward.
TALENT BRAND DEVELOPMENT
- Serve as a strategic brand advisor to Tonal on-air talent, building trusted relationships and providing guidance on individual positioning, audience growth, external visibility, commercial opportunities, and alignment with Tonal’s broader talent strategy.
- Develop, maintain, and execute individual coach brand strategies and growth roadmaps grounded in each coach’s audience, strengths, aspirations, and role within Tonal’s broader talent portfolio; translate those strategies into actionable marketing plans across relevant channels and opportunities.
- In coordination with the Director, Performance & Talent, translate member insights, engagement signals, and performance data into actionable development plans for on-air presence, community engagement, and brand growth.
- Serve as a trusted advisor to fitness talent on positioning, external opportunities, and brand decisions, balancing individual goals with audience trust and Tonal’s long-term interests.
BRAND PARTNERSHIPS & COMMERCIAL INTEGRATION
- Partner with Tonal Brand Partnerships team early in the planning and contract process to identify the right coach(es) for prospective deals, shape authentic concepts, and build talent considerations into pitches, packages, and partner proposals.
- Evaluate inbound and outbound opportunities with fitness talent, the agency, Tonal Brand Partnerships, and Legal, considering brand and audience fit, conflicts and exclusivity, scope, timing, economics, usage, reputational risk, and strategic value to Tonal.
- Guide coaches through opportunity decisions with clear recommendations and context, ensuring they understand the creative expectations, commercial terms, time commitment, and potential impact on their personal brand.
- Lead the talent workstream from contract execution and brief through delivery, coordinating scopes, approvals, timelines, content reviews, appearances, usage requirements, and other deliverables so commitments are fulfilled on time and on brand.
- Represent on-air talent needs and creative perspective while helping internal and external partners translate campaign objectives into work that feels credible in each coach’s voice.
- Partner with Tonal Brand Partnerships and agency teams on post-campaign reporting, learnings, and case studies to improve future coach integrations and demonstrate as needed rate impact.
EVENTS, SOCIAL & EXTERNAL PRESENCE
- Prepare and support on-air talent for key events, appearances, shoots, interviews, and partner activations; on rare occasions, attend priority engagements that require on-site talent support, troubleshooting, or Tonal representation.
- Partner with Social, Community, Marketing, and agency strategists to develop and execute tailored social and personal brand marketing strategies for each coach, including platform priorities, audience positioning, content pillars, cadence, voice, channel growth, and opportunities to connect personal storytelling with Tonal moments.
- Provide guidance for organic and sponsored social content as needed—from interpreting briefs and developing concepts to reviewing posts and ensuring required approvals and disclosures are complete.
- Collaborate with Marketing and PR to integrate fitness talent into campaigns, earned media, cultural moments, and brand storytelling that expand reach and reinforce each talent’s positioning, audience information, credentials, and relevant conflicts.
- Identify operational gaps and build scalable workflows for agency management, opportunity review, coach communication, onboarding, approvals, and campaign delivery.
WHO YOU ARE
- 5–7+ years of experience in talent management, talent marketing, brand partnerships, creator strategy, social strategy, or a related role, ideally in fitness, media, entertainment, or lifestyle.
- Experience directly managing or developing creators, coaches, influencers, athletes, instructors, or other on-camera talent, with hands-on responsibility for executing personal brand development, social media strategy, and talent-led marketing plans.
- Demonstrated experience managing external talent agencies or representatives through clear briefs, operating cadences, feedback, and accountability.
- Strong understanding of creator and talent brand building, brand deals, campaign execution, social platforms, audience development, and performance analytics.
- Experience evaluating partnership opportunities and working cross-functionally on negotiation, contracts, usage, exclusivity, approvals, deliverables, and measurement.
- Strong commercial judgment and the ability to balance revenue opportunity, brand fit, talent goals, audience trust, and reputational risk.
- Established relationships within the creator ecosystem, including social-first videographers, photographers, editors, producers, and other creative partners who can support talent content and brand-building needs.
- Excellent communication, coaching, and relationship-building skills, with the ability to balance diplomacy, advocacy, and accountability when working with on-air talent and partners.
- Highly organized and detail-oriented, with the ability to prioritize and drive multiple concurrent coach-brand initiatives, campaigns, events, and cross-functional workstreams.
- A builder’s mindset and comfort operating in ambiguity, creating clarity, and improving systems as the fitness talent function evolves.
- High degree of professional maturity, sound judgment, and ownership; a proactive self-starter who works effectively with autonomy, anticipates needs, and confidently manages communication and expectations with senior leaders, direct reports, coaches, and cross-functional peers.
- Willingness to attend occasional events, shoots, and appearances and to travel or work outside standard hours when talent commitments require it.
- Passion for fitness, content, and helping coaches build meaningful, durable brands and communities.
At Tonal, we believe that the unique and varied lived experiences of our teammates contribute to our overall strength. We don’t just appreciate differences, we celebrate them, and we always seek people that represent a wide variety of backgrounds. We’re dedicated to adding new perspectives to the team and designing employee experiences that contribute to your growth as much as you do to ours. If your experience aligns with what we’re looking for (even if you don’t check every single box), send us your application. We would love to hear from you!
Tonal is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration, and equality of opportunity. Should you have any accommodation requests, please reach out to us via our confidential email, [email protected]. All requests will be addressed and responded to in accordance with Tonal’s Accessibility Policy and local legislation.
