Lead, Brand Marketing

About the Role

MyFitnessPal is dedicated to promoting health by providing tools and support that empower individuals to achieve their wellness goals. We are seeking a Brand Marketing Lead to animate our brand platform through impactful campaigns, creative content, and media strategies. This role involves the practical application of analytics and execution, transforming insights into culturally relevant and performance-driven marketing initiatives that enhance brand recognition and strength. The position is the primary contact for creative and media agencies and reports directly to the VP of Brand & Communications.

Key Responsibilities

• Develop and manage the yearly brand marketing plan by aligning brand positioning with channel strategies, campaign scheduling, and measurable KPIs.
• Utilize consumer insights, brand health tracking, studies, and competitive analysis to refine brand positioning amid industry shifts.
• Continuously monitor the competitive landscape to inform strategic marketing recommendations.
• Identify and implement culturally relevant brand moments to foster connection with key consumer segments.
• Contribute to strategic and creative efforts in brand partnerships and sponsorships.
• Maintain and update brand guidelines and style guides aligned with evolving brand platforms, ensuring accessibility and usefulness for internal teams and external partners while balancing consistency with flexibility.
• Apply AI tools to oversee reviews and quality control of brand and product assets.
• Train and enable multiple cross-functional teams and agencies on proper brand standards application and AI review processes to maintain brand integrity at scale.
• Lead the end-to-end execution of core brand campaigns across various media channels including paid media, streaming/audio, social platforms, out-of-home advertising, and sponsorships.
• Act as the main liaison with creative and media agencies, managing briefs, schedules, budgets, and deliverables, ensuring high-quality outcomes aligned with brand objectives.
• Oversee creative asset creation and adaptation across paid, owned, and earned media to maintain brand consistency.
• Manage relationships with creative and strategy agencies, facilitating clear communication, brief development, and rigorous adherence to timelines and budgets.
• Conduct regular progress and quality reviews to keep projects on track without micromanagement.
• Provide insightful and strategic feedback on creative work to protect the brand vision and encourage exceptional ideas.
• Evaluate agency performance based on quality, speed, cost-efficiency, and business impact, conducting reviews and providing feedback as needed.
• Facilitate agency onboarding including brand training and sharing historical context to reduce ramp-up time.
• Collaborate with Legal and Procurement on contracts, statements of work, and renewals.
• Ensure coordination among multiple agencies to maintain coherence and avoid conflicting initiatives.
• Manage brand campaign budgets, monitoring expenditures against plans carefully.
• Partner with analytics and growth teams to assess campaign effectiveness through brand lift, incrementality, and media measurement, reporting results to senior leadership.
• Convert data insights into actionable recommendations to enhance creative strategies and media mixes.
• Translate market research, industry changes, and category trends into strategic insights for the marketing team.

Candidate Profile

• Possesses over 6 years of brand marketing experience, preferably within consumer apps, direct-to-consumer, or health and wellness sectors, with experience in premium or subscription products considered advantageous.
• Proven expertise in managing brand campaigns from initial strategy through creative development and campaign measurement.
• Experienced in direct management of creative and media agencies, including briefing, budgeting, scheduling, and performance accountability.
• Strong ability to interpret consumer and performance data into meaningful strategic and creative directions.
• Skilled in managing multiple projects simultaneously in a dynamic, fast-paced environment with limited resources.
• Excellent communication capabilities, capable of drafting well-structured briefs and confidently presenting to senior executives.
• Holds a bachelor's degree; an MBA is a plus but not mandatory.

Company Values

• Kindness and empathy in collaboration and support.
• Commitment to health and balance both professionally and personally.
• Decisions driven by data and meaningful measurement.
• Embrace change by learning and improving continuously.
• Focus on enhancing quality and clear documentation.
• Action-oriented mindset with accountability for results.

Compensation and Benefits

The anticipated salary for the Brand Marketing Lead ranges from $110,000 to $175,000 annually, determined by qualifications and experience. Comprehensive benefits include healthcare coverage, parental planning, mental health resources, annual performance bonuses, 401(k) with matching, responsible time off, monthly wellness and technology allowances, and more.

Additional Perks and Culture

• Opportunities for in-person team interactions and annual all-company gatherings.
• Flexible time off policy promoting work-life balance.
• Volunteer days allowing two paid days annually to support community service.
• Mentorship program pairing employees with growth and skill development partners.
• Supportive family benefits including paid maternity/paternity leave and fertility assistance.
• Monthly wellness allowances encouraging physical and mental health activities.
• Recognition platform supporting peer acknowledgment of outstanding contributions.
• Access to premium health and fitness resources including MyFitnessPal Premium.
• Virtual learning and development resources encouraging continuous skill enhancement.
• Diversity, equity, and inclusion initiatives via a dedicated committee with clear goals.
• Competitive medical, dental, and vision insurance plans for holistic wellness support.
• Retirement savings plan with company match to build financial security.

Equal Opportunity and Legal Compliance

MyFitnessPal is an equal opportunity employer committed to a discrimination-free workplace concerning race, religion, veteran status, gender, sexual orientation, national origin, age, or disability. The company participates in E-Verify for employment eligibility verification.