Sr. Director, Creative & Digital Experience (New York City Metropolitan Area)

About GNC

Since 1935, GNC has been a global leader in health and wellness innovation, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it. Join us in empowering others to Live Well!

What We’re Looking For:

At GNC we embrace a “Live Well” philosophy, fostering a dynamic environment where innovation meets passion. Whether someone is an athlete or just starting to focus on their health, we want to deliver the cutting-edge products they deserve. We are looking for an individual who is excited and eager to play a pivotal role in driving excellence in the health and wellness industry. This position offers the opportunity to engage in a collaborative environment where you will make a personal impact every day.

We are seeking a Senior Director, Creative & Digital Experience to serve as a key leader within our Marketing organization. This individual will bring together editorial storytelling and insight-led and performance-minded creative across eCommerce, retail, and digital channels, ensuring customers experience a more connected and engaging wellness journey.

This is a modern creative leadership role for someone who believes great storytelling and emerging technology are increasingly inseparable. The ideal candidate is a creative leader who can connect storytelling creativity with audience engagement, eCommerce performance, and business impact, while embracing technology to expand what the team can imagine with speed and at scale.

What You’ll Do:

This is a Full-Time Salary Position

Brand Storytelling

• Translate marketing strategies and consumer insights into compelling creative frameworks, narratives, and executions that resonate with our audience and tell our brand story.
• Guide creative storytelling across photography, video, copy, motion, and interactive formats.
• Develop compelling brand narratives, creative strategy, and messaging frameworks.
• Identify emerging trends, cultural insights, and storytelling opportunities.

Creative Leadership

• Guide development of scalable creative systems that allow a single customer insight or campaign platform to come to life across multiple audiences, channels, product categories, and customer journeys.
• Ensure creative work consistently aligns with channel objectives and measurable outcomes.
• Own and protect GNC’s brand identity across all channels and customer touchpoints.
• Ensure consistency in tone, look, feel, and messaging across digital, retail, media, and owned channels.

Digital Experience & Technology

• Lead creative strategy for eCommerce and digital performance channels, including paid media, site content, campaigns, and lifecycle marketing.
• Partner with Performance Marketing and eCommerce teams to optimize creative for engagement, conversion, and ROI.
• Champion a test-and-learn mindset while maintaining a high bar for creative quality.
• Identify opportunities to use storytelling to make the path from discovery to consideration to purchase more compelling and relevant.
• Explore and champion emerging technologies, including AI, generative tools, automation, and new creative production technologies, to expand creative possibility and scale.

Omnichannel Creative Execution

• Ensure creative translates seamlessly across online, mobile, in-store, and emerging channels.
• Partner with Retail and Operations teams to support in-store creative, signage, and experiential needs.
• Align creative execution with merchandising, product launches, and promotional calendars.

Creative Operations & Team Leadership

• Lead and develop a high-performing internal creative team (design, copy, content, production).
• Manage agency and external partner relationships to extend creative capacity and expertise.
• Establish clear creative processes, workflows, and standards, including technology solutions, to enable speed, quality, and scale.

Performance Awareness & Optimization

• Partner with Analytics and Marketing teams to understand how creative performs across channels.
• Use insights to inform creative direction, iteration, and optimization.
• Balance creative innovation with data-informed decision-making.

Environmental Factors & Working Schedule:

• This position may be based in either:
• Pittsburgh, PA in a hybrid work environment, with an expectation of 3-4 days per week in the office; or
• New York Metro Area, working remotely with up to 50% travel to support store engagement, field testing, business reviews, leadership meetings, and visits to the Pittsburgh headquarters.
• Regularly required to stand; walk; sit; use hands or fingers to handle or feel; reach with hands and arms; stoop, kneel, crouch, or crawl; and talk or hear
• Sedentary work. Exerting up to 10 pounds of force occasionally and/or negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. Repetitive motion. Substantial movements (motions) of the wrists, hands, and/or fingers. The worker is required to have close visual acuity to perform an activity such as: preparing and analyzing data and figures; transcribing; viewing a computer terminal; extensive reading.
• Work is performed in an office environment and requires the ability to operate standard office equipment and keyboards.
• Specific vision abilities required by this job include long periods of computer screen usage, close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus
• The noise level in the work environment is usually low/moderate

*To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.

QUALIFICATIONS:

• Bachelor’s Degree in Business, Marketing, Analytics or related field.
• 10+ years of progressive experience in creative leadership, brand, or marketing roles.
• Proven experience leading creative for consumer, retail, omnichannel, or lifestyle brands.
• Strong background supporting both brand marketing and performance-driven creative.
• Experience leading internal creative teams and managing agency partners.
• Prior senior-level leadership experience preferred.