VP, International DTC

iFIT

About The Position

iFIT is hiring a VP, International DTC to run and grow NordicTrack’s direct-to-consumer business outside the United States. The role owns the commercial P&L and overall results across international markets, including brand, demand generation, product marketing, merchandising, promotion, site experience, conversion, and retention. The VP will set international strategy, determine market-by-market investment, and drive durable revenue growth across the full funnel. The role works through a small set of direct reports and a wider group of cross-functional partners. The closest partner is the Head of Global Paid Media, whose central team executes media against priorities and targets set by this role. Other key partners include the VP, NordicTrack Brand; Web Development; Creative; Analytics; Finance; and CRM. The VP is responsible for bringing these teams together around a coherent plan for each country. The role owns the DTC P&L in all priority markets. The UK and Australia are primary growth markets; Germany requires brand building ahead of performance investment and has Fitshop as a wholesale anchor; France is an early market where the role will establish brand presence and DTC foundations; and China operates through JD.com and Tmall, with performance measured on those platforms rather than an owned site. Wholesale and retail teams report elsewhere, but align with this role through campaign planning. The VP will build and lead the international team, represent International in global planning and AOP, and secure resources and alignment from central teams while maintaining the ability to move quickly. The position requires commercial ownership and analytical rigor alongside judgment about brand and the customer journey, in a high-expectation, PE-backed environment.

Requirements

Bachelor’s degree in marketing, business, or a related field.
At least 8 years of experience in DTC general management, brand or commercial leadership, or ecommerce, with real P&L ownership at a direct-to-consumer business.
Track record of growing a DTC brand or vertical while owning revenue and the full funnel, rather than only one function.
Brand and customer-journey judgment combined with commercial and analytical rigor, including P&L, media economics, conversion, and lifetime value.
Cross-functional leadership in a matrix environment, aligning brand, media, product, and creative partners who do not report directly to the role.
Multi-market international experience; Europe and Australia experience is ideal.
Experience leading marketing teams distributed across countries.
Comfort working in a PE-backed environment with high expectations and a results-focused culture.
Authorization to work in the UK without sponsorship.

Nice To Haves

Experience with a marketplace model such as JD.com or Tmall.
Advanced degree in marketing or business.
GM or senior-leader experience at a pure-DTC brand in consumer health, subscription, or connected hardware.
Background in connected fitness, consumer electronics, or subscription hardware.
Experience establishing or scaling a DTC organization and operating model across international markets.
Familiarity with ecommerce and analytics tools such as ContentStack, Google Analytics, Amplitude, or Tableau.

Responsibilities

Own the international DTC P&L, including revenue, margin, and marketing spend across priority markets.
Set growth targets by market and drive revenue growth by managing acquisition, conversion, average order value, and retention.
Decide where to invest or pull back and which markets merit greater investment.
Own international merchandising strategy, including product mix, hero SKUs, bundles, and market-specific assortment presentation.
Set market-level pricing and promotion, balancing margin and brand equity and coordinating with global launches and retail activity.
Partner with site/CRO and content teams to improve on-site merchandising across product detail pages, categories, and cart, and increase average order value and conversion.
Adapt NordicTrack’s global positioning for each market in partnership with the VP, NordicTrack Brand, while maintaining consistency and local relevance.
Ensure connected-hardware and subscription messaging is delivered across markets in line with the global launch calendar.
Direct country marketing managers on local brand building, PR, influencer activity, and demand generation.
Own full-funnel demand-generation strategy and set market priorities for the central paid media team, aligned with global benchmarks and channel discipline.
Sequence marketing spend according to market needs, including prioritizing brand investment in build markets and efficient channels in early markets.
Drive conversion improvements through disciplined testing and conversion-rate optimization.
Partner with Web Development to optimize site speed, checkout, payments, buy now, pay later options, mobile experience, and international requirements.
Own the customer journey from initial contact through purchase and retention as an integrated system.
Work with CRM/Lifecycle and Subscriptions teams to grow retention, attach rate, and lifetime value.
Own an integrated content and channel plan in each market across YouTube, CRM, paid social, affiliates, and blog, ensuring content is properly localized.
Provide input to global creative before production is finalized, then adapt and deploy assets locally.
Build and lead the international team, including country product marketing managers, site/CRO, content and CMS, and inside sales.
Lead country managers who are accountable for local brand and product marketing, revenue, and brand health.
Work with at least one performance marketer on the central team who is dotted-line to this role and focused on international markets.
Represent International in global planning and AOP, secure necessary resources and alignment, and protect the team’s ability to move quickly.
Coordinate with the Head of Global Paid Media on attribution, benchmarks, and channel discipline.
Coordinate with the VP, NordicTrack Brand on global positioning and local adaptation.
Coordinate with Web Development on site optimization, performance, checkout, and payments.
Coordinate with Global Creative and Content on master assets and localized production.
Work with Analytics and Finance on reporting and P&L management.
Align DTC and retail calendars with Retail and Wholesale leads.