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.
We run marketing across five European markets — the UK, France, Germany, Spain, and Italy — spanning the full channel mix: paid social, paid search, affiliate, influencer, retail media, and OTT/programmatic/linear TV, plus organic/AEO presence in every market. Today, the Sr Director of Global Paid Media personally owns strategy for Europe on top of running the US business. That doesn't scale across five markets with different competitive dynamics, maturity, and channel mix — the right move is a dedicated strategic owner for Europe, not a copy-pasted US playbook stretched across five countries.
We're hiring that owner. You won't run campaigns — the discipline specialists on the paid media team (affiliate, influencer, paid social, paid search, retail media, OTT) already execute at a high level across every market, and they keep doing that. What's missing is the person who decides, market by market, what those specialists should be doing and why: the channel mix for Spain versus Germany, where the next incremental dollar goes between countries, which markets are under-invested versus just under-measured, and how to tell the difference.
This is primarily a strategist-and-manager role — the discipline specialists are the default owners of execution, and you don't need to be the best person in the building at building the campaign itself. But it's a player-coach role, not a pure strategy seat: specialist attention is a shared, limited resource, and some work (a market that needs attention faster than the queue can give it, a test only one market needs, a gap no one else is positioned to close) will land on you to execute directly rather than wait on. You need broad, credible working knowledge of every channel we use — enough to direct a specialist, catch a bad plan, reallocate budget across channels and countries with judgment, and pick up the tool yourself when a market needs it faster than a handoff allows.
What you'll do
Strategy & budget ownership (~40%)
- Own the European marketing budget end to end: allocation across channels and markets, reforecasting, and the quarterly story to leadership on where spend is going and why.
- Build a real market-by-market strategy — channel mix, funnel priorities, and growth plan sized to each market's maturity, competitive set, and retail/DTC mix. Five countries, not one template stretched across all of them.
- Make the channel trade-off calls with judgment: when a market's paid search is saturating, when affiliate commission structures need to flex by country, when OTT earns a slot in a market's mix and when it doesn't.
Directing execution (~30%)
- Turn strategy into clear briefs and priorities for the discipline specialists who execute European work — you own the “what and why,” they own the “how.”
- Run the operating cadence: regular reviews per market, catch underperformance early, and reprioritize specialist time across markets when one country needs more attention than another.
- Keep paid and organic coherent per market — partner with SEO/AEO and, where they exist, in-market teams or agencies.
Performance & measurement (~20%)
- Own the European performance narrative — ROAS, CAC, revenue, share of spend by market and channel — held to the same rigor as the US business.
- Partner with marketing science/analytics to get a real read on European channel performance instead of platform-reported numbers; several markets don't have mature measurement yet, and closing that gap is part of the job.
- Identify the highest-leverage test or investment per market each quarter and make the case for it.
Stakeholder & org management (~10%)
- Be the single point of accountability that finance, leadership, and agency partners come to for European marketing performance and plans.
- Build the case for where European investment should grow, shrink, or shift — the strategic voice for Europe in budget conversations.
Five critical commitments
Outcomes this role owns in year one — reviewed quarterly, each with a measurable target agreed in the first 30 days:
- Build the market-by-market strategic plan. Within 90 days, every one of the 5 European markets has a written channel strategy and budget allocation sized to its own growth stage — not an inherited or copy-pasted template.
- Raise European measurement rigor to US standard. Close the biggest attribution/incrementality measurement gaps in at least 2 priority markets this year.
- Own the European budget narrative end to end. Leadership gets a clear, defensible quarterly story on where the budget is going, what it's returning, and what should change.
- Make the specialist team's European work higher-leverage. Specialist time on European work goes to the highest-impact market/channel combinations by deliberate decision, not even distribution by habit.
- Grow one market meaningfully. Pick one underperforming or under-invested market and show a measurable step-change — revenue, CAC, or share — as proof the strategy works.
What your first 90 days look like
- Audit all 5 markets: current spend, channel mix, performance, and where the strategy is (or isn't) deliberate versus inherited.
- Meet every specialist, country stakeholder, and agency partner touching Europe; understand what's working and where Europe currently loses out on attention and budget.
- Ship the first market-by-market strategic plan and align on budget/priority with the Sr Director of Global Paid Media.
- Identify the single highest-leverage fix or test across the portfolio and get it moving.
What we're looking for
Must have
- 5–8+ years in performance/growth marketing with real, hands-on fluency across multiple channels — paid social, paid search, affiliate/influencer, or retail media/OTT — enough breadth that you've run or closely overseen more than one of these, not a single deep specialty.
- Experience owning budget and strategy (not just execution) for a meaningful seven-figure annual budget. (Exact European allocation to be confirmed before posting.)
- Multi-market marketing experience — you know channel mix, competitive dynamics, and measurement maturity differ by country, and you don't default to “what works in the US.”
- Strong analytical fluency: comfortable with CAC/ROAS/LTV math, can read an MMM or incrementality readout and act on it without needing the numbers pre-chewed.
- Demonstrated ability to direct the work of specialists who are not your direct reports — through clear briefs, roadmaps, and influence, not org-chart authority.
- Excellent stakeholder range — equally fluent running a budget conversation with finance and a channel-strategy conversation with a specialist, in each one's own language, same day.
Nice to have
- Player-coach capability: hands-on, in-platform execution skill in at least one channel (Meta/Google Ads, affiliate network tooling, etc.) you can personally pick up when a European need outruns specialist bandwidth — not required, but a real asset in the first year while this role and its support model are still being proven out.
- DTC / e-commerce / hardware-and-subscription business model experience.
- Exposure to SEO/AEO as part of a channel mix, even if not hands-on.
- Prior people-management experience (this role may pick up direct reports as the European remit grows).
- Experience with agencies or dealer/retail-partner relationships in European markets.
- Language skills or lived market experience in one or more of: UK, France, Germany, Spain, Italy.
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.
