Lead, Brand Marketing
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 sp