International Growth Marketing Manager

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.