Product Marketing Leader

Product Marketing Leader

Remote  ·  Full-Time  ·  Senior Leadership

We’re not looking for someone to inherit a playbook. We’re looking for someone to help write the next one.

Precision Nutrition has spent two decades building the most comprehensive behavioral coaching methodology in health and fitness — educating and coaching nearly 350,000 coaches and consumers in 148 countries. Now we’re doing something new.

We’re transitioning from a certification and course company to a premium membership platform for coaches: one place to learn, get qualified, coach through a proven system, and build a real business. The strategy is set. The product is being shaped right now. This role sits at the center of that.

That means you won’t be handed a brief. You’ll help write it.

What you’ll actually be doing

This is not a traditional digital marketing role. It is not mainly about running campaigns or channels. It is about helping define what we’re selling, to whom, and why — and then making sure the market understands, values, and adopts it.

You’ll work closely with the CEO, product, marketing, tech, and customer experience teams. There are no rigid reporting layers here. Decisions get made by the people closest to the work, and you’ll be one of them.

In practice, that means leading questions like:

• What exactly are we offering, and who should we go to first?
• How do we package and price a membership platform that coaches will invest in long-term?
• How do we bring current customers into the new model clearly and fairly?
• What message leads and what do we test first?
• How will we know it’s working?
  
  

What you’ll own

Positioning and messaging

Define how we talk about the new platform — who it’s for, what problem it solves, and why it wins. You’ll shape this from the ground up, which means being as comfortable with ambiguity as you are with a blank page.

Pricing and packaging

Help structure the offer: how tiers are positioned, what drives upgrade, how value is communicated across segments and lifecycle stages.

Product and portfolio transition

Lead the market transition from our legacy certification model into an integrated membership platform, including migration strategy, transition messaging, and customer communication.

Launch and go-to-market strategy

Build GTM plans for major launches, feature releases, and offer changes in partnership with cross-functional teams. You’ll set the strategy and roll up your sleeves to execute it.

Customer and market insight

Develop a genuine, deep understanding of the coaches we serve — their motivations, business realities, objections, and what makes 

them stay or leave. You’ll bring that understanding into everything you build.

Internal clarity

Help the organization tell one coherent story. Product, growth, leadership, and customer-facing teams should all be aligned around the same offer and priorities.

Who you are

You understand coaches — and what it takes to build a practice

You don’t need to have been a coach. But you need a genuine curiosity about what it actually means to help someone change behavior over time — and about the business realities coaches face when trying to build a sustainable practice. This market rewards specificity and punishes generic health messaging. You’ll feel that quickly.

Past misalignment in this role has come from not being close enough to the coaching world — and from not deeply understanding PN’s methods. You won’t need to know everything on day one, but you need to want to learn fast.

You lead by enabling, not directing

You’ll be working regularly with roughly 10–15 people across the organization — copywriters, customer and sales teams, web, product, tech, and senior leadership including the CEO and CFO. This is not a role where authority flows downward through a clear chain. It’s a role where you create the conditions for good work: setting clear direction, giving people real ownership, removing blockers, and making the collaboration between functions feel easy rather than effortful. If your instinct is to empower rather than control, you’ll fit here. If you need a clean org chart to feel effective, this will be a stretch.

You’re an AI-first operator

This is not a soft requirement. We’re a small, high-leverage team. AI is how we punch above our weight, and this role leads with it. We want someone who uses AI daily, meaningfully, and with genuine fluency — not someone who has experimented with it or can speak to its potential.

In practice, that means using AI to:

• Accelerate customer research and synthesize insight at speed
• Rapidly generate and stress-test positioning options
• Draft and refine copy across segments, channels, and lifecycle stages
• Build and iterate GTM plans faster than a traditional team could
• Identify what to test and why

You also know where AI falls short. You use it to move faster and think more rigorously — while keeping your own strategic instincts firmly in the loop.

You can write

Not just edit. Not just brief. Write. You can turn a core promise into differentiated messaging across segments, channels, and lifecycle stages without losing coherence or humanity. We’ll test this in the process — a subject line, a landing page headline, a short offer or migration message.

You’re a player-coach

You’re comfortable leading people, directing AI, and getting your hands in the work. In a small team with distributed authority, there’s no buffer between strategy and execution. You thrive when both matter.

You’re energized by undefined problems

The platform isn’t fully built yet. The offer is still taking shape. The right candidate sees that as the opportunity, not the risk. If you need a clear scope before you can get moving, this role will be a stretch.

You’re a conversion and retention operator

This role has commercial accountability. You should be comfortable owning metrics like recurring revenue, conversion, activation, churn, and upgrade rate. You don’t need to be a paid media specialist, but business outcomes are part of your job, not someone else’s.

Why this transition is genuinely hard

We want to be honest about what you’re walking into. Transitioning from a trusted education brand to a platform business is one of the harder moves a company can make — and the failure modes are well-documented. The right person for this role won’t just recognize them. They’ll have a point of view on how to avoid them.

The bundle trap

The most common mistake in a transition like this is combining existing products, calling it a platform, and expecting the market to follow. A platform isn’t a bundle. It’s a fundamentally different value proposition — one where the whole becomes more useful than the sum of its parts. You’ll need to help define what that actually means for PN, and make sure our positioning reflects the real thing, not a repackage.

The identity challenge

PN’s brand identity is clear and earned: the most trusted education for nutrition coaches. That clarity is a genuine asset — and a constraint. A platform narrative has to grow that identity without diluting it. Coaches who trust PN for education need to trust PN for their business. That’s a meaningful leap, and the messaging has to earn it.

The coach success gap

A platform succeeds only if its users succeed. The hardest problem coaches face isn’t knowledge — it’s building a sustainable practice: finding clients, retaining them, and growing a business over time. If the platform doesn’t speak directly to that reality, it risks being seen as more education on top of a problem that education alone won’t solve. You’ll help make sure we’re building and marketing something that actually moves coaches forward.

What we’re looking for

REQUIRED

• Experience launching a subscription or recurring-revenue product — you can speak to the numbers and what you learned
• Daily, meaningful fluency with AI tools as a core part of how you work
• Strong writing ability — strategy and sentence-level execution, without losing either
• Comfort in a flat organization with distributed authority and integrated decision-making
• A genuine appetite for the coaching and health/wellness space — curious about the market, not just adjacent to it

STRONG ASSETS

• Experience in health, wellness, behavior change, education, coaching, or adjacent categories
• Experience with premium memberships, professional tools, or prosumer/two-sided products
• Familiarity with SaaS platform thinking — activation, retention, lifecycle engagement — not just launches
• The ability to simplify complex things without dumbing them down
• Experience navigating brand or product transitions where the stakes were high and the path wasn’t fully defined

How we work

We’re a remote, distributed team of 30. There’s no 9-to-5, no rigid org chart, and no meeting you have to be in if it won’t make the work better. We care about results, not hours.

We work with high autonomy and high accountability. People are trusted to make decisions in their domain, bring others in when it matters, and communicate clearly. That works really well for people who are self-directed and thrive on ownership. It takes getting used to if you’re more comfortable with top-down direction.

We’re genuinely excited about what we’re building — and we believe the coaching world is at an inflection point. If that energy appeals to you, we’d like to talk.

At PN, we believe in recognizing and rewarding the meaningful impact people bring to the team. The salary range for this position is $140,000 – $160,000 CAD per year, depending on experience and the skills you bring to the role.

Apply to get started.

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