Sr Director, Creative

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 to serve as a key leader within our Marketing organization. This individual will define and execute GNC’s creative vision across all customer touchpoints, ensuring consistency, quality, and impact across brand, digital, eCommerce, performance marketing, retail, and lifecycle channels.

This role requires a balance of brand storytelling and commercial focus, ensuring creative work elevates the GNC brand while driving engagement, conversion, and growth. The Senior Director will partner closely with Brand, eCommerce, Performance Marketing, Product, and Analytics to ensure creative is insight-driven, scalable, and performance-informed.

What You’ll Do:

This is a Full-Time Salary Position

Creative Strategy & Vision

• Define and evolve GNC’s creative vision in alignment with brand strategy and business priorities.
• Ensure creative direction supports both brand building and performance marketing objectives.
• Translate marketing strategies into compelling creative frameworks, narratives, and executions. 

Brand & Visual Identity Stewardship

• 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.
• Evolve brand expression to remain modern, relevant, and differentiated in the health & wellness space. 

eCommerce & Performance Creative

• 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.
• Ensure creative assets are designed for testing, iteration, and scale.
• Leverage technology, data, and automation to improve creative performance, accelerate iteration, and drive operational efficiency. 

Campaigns, Content & Storytelling

• Oversee development of integrated campaigns across brand, product, seasonal, and promotional initiatives.
• Guide creative storytelling across photography, video, copy, motion, and interactive formats.
• Ensure content resonates with diverse customer segments and reflects the GNC value proposition. 

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 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:

• Hybrid work environment, 3 days in-person attendance (Pittsburgh, PA) in addition to ability to work remotely.
• 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.
• Currently living in or willing to relocate to Pittsburgh, PA.