Head of Creative & Digital Experience

GNC; Pittsburgh (Allegheny County); Hybrid; USD 180,000 - 230,000; Full time

Job summary

GNC is seeking a Senior Director, Creative & Digital Experience to lead editorial storytelling and performance-minded creative across eCommerce, retail and digital channels.

The ideal candidate will connect storytelling with audience engagement, eCommerce performance, and business impact, while embracing new technologies to scale creative output.

The role offers a hybrid work arrangement in Pittsburgh or remote in the New York Metro area with up to 50% travel.

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.

Responsibilities

• Translate marketing strategies and consumer insights into compelling creative frameworks across channels.
• 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.
• Guide development of scalable creative systems across audiences, channels, product categories, and customer journeys.
• Ensure creative work aligns with channel objectives and measurable outcomes.
• Own and protect GNC’s brand identity across channels.
• Ensure consistency in tone, look, feel, and messaging across digital, retail, media, and owned channels.
• Lead creative strategy for eCommerce and digital performance channels.
• 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 optimize path from discovery to purchase.
• Explore emerging technologies, including AI and new production tech, to expand creative possibilities at scale.
• Ensure creative translates across online, mobile, in‑store, and emerging channels.
• Partner with Retail and Operations teams to support in‑store creative and merchandising goals.
• Align creative execution with merchandising, product launches, and promotional calendars.
• Lead and develop a high‑performing internal creative team and manage agency partners.
• Establish clear creative processes, workflows, and standards to enable speed and quality.
• Partner with Analytics and Marketing to understand performance and inform direction.
• Balance creative innovation with data‑driven decision‑making.

Skills

Creative leadership

Brand marketing

Performance marketing

Team leadership

Agency management

Analytics

Education

Bachelor’s degree in Business/Marketing/Analytics or related field

Job description

GNC is seeking a Senior Director, Creative & Digital Experience to lead editorial storytelling and performance-minded creative across eCommerce, retail and digital channels.

The ideal candidate will connect storytelling with audience engagement, eCommerce performance, and business impact, while embracing new technologies to scale creative output.

The role offers a hybrid work arrangement in Pittsburgh or remote in the New York Metro area with up to 50% travel.