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Tonal is seeking a Talent Brand and Partnership Lead to develop and execute strategy for growing the influence, visibility, and commercial impact of Tonal's on-air fitness coaches across platforms. This role translates each coach's positioning and growth priorities into coordinated marketing opportunities across social, community, PR, events, and brand partnerships—always aligned with Tonal's business goals and member experience.
You will serve as Tonal's day-to-day lead with the external talent agency, establishing clear operating cadence, priorities, briefs, feedback loops, and accountability. You'll ensure agency partners understand each coach's positioning, audience, goals, and Tonal priorities, review the opportunity pipeline, identify gaps and conflicts, and hold partners accountable to deliverables. You'll provide a data-informed assessment of the agency partnership ahead of the July renewal decision, including performance, ROI, gaps, and a clear recommendation.
As a strategic brand advisor to on-air talent, you'll build trusted relationships and guide coaches on positioning, audience growth, external visibility, and commercial opportunities. You'll develop and maintain individual coach brand strategies and growth roadmaps, translate member insights and performance data into actionable development plans, and serve as a trusted advisor balancing individual goals with audience trust and Tonal's long-term interests.
You'll partner early with the Brand Partnerships team to identify the right coaches for prospective deals and shape authentic concepts. You'll evaluate inbound and outbound opportunities considering brand fit, conflicts, exclusivity, scope, timing, economics, usage, reputational risk, and strategic value. You'll guide coaches through opportunity decisions with clear recommendations and lead the talent workstream from contract execution through delivery, ensuring commitments are fulfilled on time and on brand.
You'll prepare and support on-air talent for key events, appearances, shoots, interviews, and partner activations. You'll partner with Social, Community, Marketing, and agency strategists to develop tailored social and personal brand marketing strategies for each coach. You'll provide guidance for organic and sponsored social content, collaborate with Marketing and PR to integrate talent into campaigns and earned media, and identify operational gaps to build scalable workflows for agency management, opportunity review, coach communication, and campaign delivery.
REQUIREMENTS:
- 5–7+ years of experience in talent management, talent marketing, brand partnerships, creator strategy, social strategy, or related role, ideally in fitness, media, entertainment, or lifestyle
- Direct experience managing or developing creators, coaches, influencers, athletes, instructors, or other on-camera talent, with hands-on responsibility for personal brand development, social media strategy, and talent-led marketing plans
- Demonstrated experience managing external talent agencies or representatives through clear briefs, operating cadences, feedback, and accountability
- Strong understanding of creator and talent brand building, brand deals, campaign execution, social platforms, audience development, and performance analytics
- Experience evaluating partnership opportunities and working cross-functionally on negotiation, contracts, usage, exclusivity, approvals, deliverables, and measurement
- Strong commercial judgment and ability to balance revenue opportunity, brand fit, talent goals, audience trust, and reputational risk
- Established relationships within the creator ecosystem, including social-first videographers, photographers, editors, producers, and creative partners
- Excellent communication, coaching, and relationship-building skills with ability to balance diplomacy, advocacy, and accountability
- Highly organized and detail-oriented with ability to prioritize and drive multiple concurrent initiatives and cross-functional workstreams
- Builder's mindset and comfort operating in ambiguity, creating clarity, and improving systems
- High degree of professional maturity, sound judgment, and ownership; proactive self-starter who works effectively with autonomy
- Willingness to attend occasional events, shoots, and appearances and to travel or work outside standard hours when needed
- Passion for fitness, content, and helping coaches build meaningful, durable brands and communities
