Senior Manager, Brand Strategy and Comms Planning

ABOUT THE ROLE

The Peloton Brand & Consumer Marketing team is looking for an experienced brand strategist and communications planner to help grow, evolve, and protect the Peloton brand. This role is responsible for shaping and driving the communications strategy for our brand. 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, encourage cross-functional teams and develop impactful brand building strategies rooted in our consumers’ and Members’ needs.

YOUR DAILY IMPACT AT PELOTON

• Global Communications Planning
  • Lead the development of a coordinated communications plan across paid, earned, and owned channels to create demand for the Peloton brand and its products.
  • Centralize and maintain the consumer marketing calendars globally, including campaigns across Brand & Integrated Marketing, Partnerships, Product Marketing, Social & Creator, Apparel Marketing, and Growth Marketing.
  • Ensure that all marketing communications and messaging are aligned with the overall brand strategy and demand creation objectives for the year.
  • Monitor the performance of key messages and help prioritize demand creation messaging across channels each quarter.
• Brand Strategy
  • Develop, implement, and evolve a comprehensive brand strategy, including brand positioning, brand architecture, and messaging strategy. Ensure the strategy is relevant, ownable, and durable for Peloton’s next chapter of growth (3-5 years).
• Brand Expression
  • Partner with Creative and Product Design to translate the brand strategy into a multi-sensory brand expression (verbal, visual, sonic) and integrate it into creative assets, product design, user experiences and IRL touchpoints to elevate and differentiate the Peloton brand.
• Brand Management
  • Drive design and implementation of outstanding brand management capability, including centralized guidelines, review and approval processes, and agile methods to support cross-functional partners that are activating the brand externally
  • Partner with Creative Team on the design and maintenance of Peloton Brand Portal
  • Partner with our legal team on strategies and guidelines that help protect the Peloton brand and its value

YOU BRING TO PELOTON

• 5-7 years of brand strategy or communications planning experience at a leading consultancy, agency, or in-house brand team
• Bachelor’s Degree required
• Experience developing and activating brand positioning
• Consistent track record of developing and implementing complex multi-channel communications plans for consumer brands, preferably DTC
• Strong understanding of media channels and experience integrating paid, owned, and earned strategies
• Experience designing and evolving brand architecture
• Experience leading multiple high-profile, cross-functional projects simultaneously
• Experience ensuring execution of a brand strategy across multiple global markets, with global consistency and local nuance
• Is an independent, strategic, and creative problem solver 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, very 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

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