Lead, Brand Marketing

About this role

At MyFitnessPal, we believe good health starts with what you eat. We provide tools, resources and support to enable users to reach their health goals.

We are looking for a Brand Marketing Lead to help bring our brand platform to life across campaigns, creative, and media. This role relies on analytics and execution — translating data and insights and partnering with our agencies to develop and execute culturally relevant, performance-validated marketing that builds awareness and equity for our brand portfolio. You'll be the day-to-day owner of our brand campaigns and the primary point of contact for our creative and media agency partners, reporting to the VP of Brand & Communications.

This is a hands-on role for someone who can move fluidly between brief-writing and the operations of getting great work shipped on time and on budget.

Key Responsibilities:

Brand Analytics & Planning

• Own the annual brand marketing plan, translating brand positioning into channel strategies, campaign calendars, and measurable KPIs

• Use consumer insights, brand health tracking, measurement studies, and competitive intelligence to sharpen positioning as the competition and industry changes

• Keep a pulse on the category and competitive landscape to inform strategic recommendations

• Identify and help execute culturally relevant brand moments that build affinity with target consumer segments.

• Contribute to strategy and creative for brand partnerships and sponsorships

AI-assisted Brand Standards & Governance

• Own and maintain brand guidelines/style guides, keeping them current as the brand platform evolves, and ensure they're accessible and actionable for internal teams and external partners. Balance consistency with flexibility

• Leverage AI skills to implement reviews and controls across brand and product assets

• Train and enable cross-functional teams (Growth, Creative, Partnerships, Comms) and external agencies on how to apply brand standards correctly and the AI review process, so brand fidelity scales without your direct sign-off on every asset

Campaign Development & Execution

• Lead execution of core brand campaigns end-to-end — from creative brief through production, launch, and optimization — across paid media, streaming/audio, social, out-of-home, and sponsorships

• Serve as the primary liaison to our creative and media agencies: manage briefs, timelines, budgets, and deliverables, and hold agencies accountable for quality and impact

• Oversee creative asset development and adaptation across paid, owned, and earned touchpoints, ensuring consistency with brand identity

Agency Management

• Own the day-to-day relationship with the brand's creative and strategy agencies, acting as the primary point of contact

• Lead brief development — translating brand and business objectives into clear, inspiring creative and media briefs that set agencies up to do their best work

• Manage agency scopes, timelines, budgets, and deliverables; track spend against contracted scope and flag overages or scope creep early

• Run a consistent cadence of check-ins, status reviews, and creative reviews to keep work moving and quality high without micromanaging

• Give clear, actionable creative feedback rooted in strategy and brand standards — protect the brief, push back on off-strategy work, and know when to let great ideas breathe

• Develop and evaluate agency performance against KPIs (quality, speed, cost-efficiency, business impact) and provide regular performance feedback; support annual or project-based agency reviews

• Manage the agency onboarding process for new partners, including access, brand training, and historical context, to shorten ramp time

• Partner with Legal/Procurement on contract terms, SOWs, and renewals as needed

• Where multiple agencies are in play, ensure coordination and consistency between them so work doesn't fragment or contradict

Measurement & Reporting

• Manage brand campaign budgets and track spend against plan

• Partner with analytics/growth to measure brand campaign performance (brand lift, incrementality, media measurement) and report results to senior leadership

• Turn performance data into clear recommendations for improving creative and channel mix for branded spend

• Translate research, industry observations, and category trends into insights the team can activate

About You:

• 6+ years in brand marketing, ideally at a consumer app, D2C, or health/wellness brand; experience with a premium or subscription product a plus

• Proven track record owning brand campaigns end-to-end, from strategy through creative production to measurement

• Direct experience managing creative and/or media agencies of record — briefs, budgets, timelines, and holding agencies to a high bar

• Comfortable translating consumer insights and performance data (brand health trackers, lift studies, media measurement) into strategic and creative decisions

• Strong project management instincts — able to run multiple campaigns simultaneously in a fast-moving, resource-constrained environment

• Excellent written and verbal communication; able to build clear briefs and present confidently to senior leadership

• Bachelor's degree required; MBA a plus but not required

Values you’ll model

• Be Kind and Care — build with empathy; assume positive intent; support teammates and members.

• Live Good Health — champion healthy habits and balance in how we work and what we ship.

• Be Data-Inspired — ground decisions in research and data; measure what matters.

• Champion Change — lean into ambiguity; iterate, learn, and improve continuously.

• Leave it Better than You Found It — raise quality, clarify systems, and document as you go.

• Make It Happen — bias to action; deliver impact with craft and accountability.

The reasonably estimated salary for this role at MyFitnessPal ranges from $110,000 - $175,000 . Actual compensation is based on factors such as the candidate’s skills, qualificat

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