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Tonal is seeking a Brand Design Lead to drive the next chapter of the Tonal brand. Reporting to the Senior Manager of Brand Marketing, you will translate brand strategy into distinctive, compelling creative across the full customer journey.
This is a hands-on player/coach role where you'll set the creative vision and standard for the brand while also designing and producing work yourself. You'll be equally comfortable concepting major campaigns, designing the assets that bring them to life, and providing direction to creative partners.
Initially, you'll operate as a lean creative team, partnering closely with the Brand Content Producer, Senior Copywriter, and external resources while helping identify, hire, and develop Tonal's internal creative capabilities over time.
Key Responsibilities:
Creative Direction & Design: Translate brand strategy, positioning, consumer insights, and business objectives into compelling creative ideas. Set and evolve Tonal's visual expression across the full customer journey, creating consistency and distinctiveness across channels. Concept and design creative across campaigns, paid media, organic social, web, email, retail, events, and other brand touchpoints. Lead creative development for integrated brand campaigns, product launches, partnerships, and key marketing moments from concept through execution. Establish high creative standards across design, typography, photography, video, motion, and storytelling. Evolve Tonal's visual identity and creative guidelines, developing practical systems and templates.
Brand & Performance Creative: Partner with Brand Marketing to turn strategic briefs into creative ideas that build awareness, consideration, and affinity. Work with Growth Marketing and external agencies to develop performance creative that drives action while strengthening the brand. Translate Tonal's technology, training intelligence, product benefits, and member outcomes into simple, compelling consumer stories. Use creative performance and consumer insights to continually improve work while maintaining strong brand expression.
Creative Team & Collaboration: Help build Tonal's internal creative function, identifying capabilities and resources needed as the brand grows. Over time, hire, manage, and develop creative talent, beginning with a lean design team. Partner closely with the Brand Content Producer and Senior Copywriter to develop integrated creative concepts. Direct agencies, freelancers, photographers, directors, production partners, and other external creative resources. Provide clear, thoughtful creative feedback while remaining willing to jump into the work yourself. Collaborate closely with Brand Marketing, Growth, Product Marketing, E-commerce, Content, and other teams to prioritize creative needs and deliver high-quality work in a fast-moving environment.
Requirements:
- 8+ years of experience in design, art direction, or creative roles for consumer brands or agencies, with experience providing creative direction to others
- Exceptional designer with a portfolio demonstrating outstanding visual craft, conceptual thinking, and integrated brand work
- True player/coach who gets energy from making the work, not just directing it
- Highly proficient in design tools and able to personally take creative from concept through polished execution
- Experience developing creative across digital, social, paid media, web, email, retail, and other consumer touchpoints
- Strong understanding of photography, video, motion, typography, and visual storytelling
- Experience developing integrated campaigns that work across both brand and performance channels
- Skilled at translating complex products, technology, and benefits into simple, human, compelling creative
- Comfortable working with lean teams and building processes and capabilities from the ground up
- Experience managing or mentoring designers and interest in helping build and develop a high-performing creative team
- Collaborative and low ego, with ability to work effectively with marketers, producers, growth teams, product teams, and senior leaders
- Comfortable moving quickly, navigating ambiguity, and balancing multiple priorities without compromising work quality
- Passionate about creativity, culture, fitness, health, and the role strength can play in helping people live better lives
- Knowledge of AI creative tools a plus
