Senior Director, Creative

About REP:

REP designs world-class, innovative gym equipment that is sold around the world, and we are now expanding into apparel, supplements, athletes, and events. REP was established in 2012 by two brothers who shared a deep passion for fitness. From our humble beginnings of selling bumper plates out of a small garage, REP has experienced remarkable growth, now occupying over 300,000+ square feet of office and distribution space in the USA and internationally. With a dedicated team of over 200+ fitness enthusiasts, our vision is to be the #1 Strength Brand in the World. Our commitment to innovation, customer service, and value sets us apart.

We believe in building a culture centered around fitness, so we specialize in outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication to excellence has been recognized multiple times when we were featured in the Inc. 5000 fastest growing private companies in 2018 and 2021 and then voted the best home strength product launch in 2022 by Garage Gym Experiment. Our team works out together, and we regularly invite fitness superstars to join us. We organize fun challenges to test our limits - and the limits of our equipment.

At REP, we continue to grow and bring new opportunities for those who want to be a part of a winning team. We firmly believe that being surrounded by like-minded individuals fuels creative energy and fosters a fun and collaborative work environment. This role is based in our state-of-the-art headquarters with a bright, spacious, shared workspace; scenic views of the Rocky Mountains; and a kitchen always stocked with healthy snacks, protein powder, and coffee.  We offer a hybrid work environment with a minimum of three days in the office, but there’s flexibility about which days and hours.

Our Core Values:

• Think Like a Customer - We empathize with our customers; understand the 'why' behind every decision we make
• Progress not Perfection - We don't let perfect get in the way of good; we are better today than we were yesterday
• Positive Attitude - Be a glass half-full kind of person and remember to have fun
• Teamwork without Ego - We put the team above ourselves; we only win together
• Take Initiative - We drive momentum; if there is an opportunity to make us better, we want to hear it

About This Role:

The goal of the Senior Director, Creative is to help REP be the most trusted and innovative strength brand in the world. In doing so, this role owns the REP narrative and creative vision across every consumer touchpoint — brand identity, campaigns, content, social media, seasonal storytelling, packaging, retail, DTC, etc. This digitally native leader owns the look, feel, and voice of REP globally, leads an in-house creative team across design, copy, photography, and video, as well as production, and manages external agencies and production partners. Working closely with Marketing, Product, Commercial Teams and International Teams, the Senior Creative Director is the creative backbone of REP's growth — translating brand strategy into work that moves people and drives business results.

Essential Functions: Including the following. Other duties may be assigned.

Brand Identity & Visual Standards

• Drive holistic creative & narrative development for REP — the throughline that connects all brand & product stories to all functions, business channels and geographies into one coherent brand story.
• Define, evolve, and steward REP's global brand identity system — logo, typography, color, photography direction, and design language — across all channels and markets.
• Serve as the final creative authority on all brand-facing output; maintain a comprehensive style guide and asset library used across departments and external partners.
• Ensure visual and verbal consistency across product launches, business units (equipment, apparel, supplements), and international markets.

Creative Strategy & Campaign Development

• Own REP's narrative throughline — connecting brand campaigns, product launches, seasonal moments, social and content, athlete and community stories, and performance marketing into one coherent brand story.
• Lead end-to-end creative for launches, campaigns, and always-on content across digital, social, video, email, paid media, and retail — balancing emotional resonance with conversion.
• Partner with Marketing to align creative with go-to-market plans and timing, channel priorities, and business objectives.
• Champion a community-first approach — REP's creative reflects real athletes, real goals, and authentic training.

Team Leadership & Organizational Development

• Lead, hire, and develop an in-house team of designers, art directors, copywriters, photographers, and video producers.
• Partnering with Operations & Productions teams to establish creative processes, briefing standards, and production workflows that allow the team to scale efficiently.
• Build a high-performance creative culture rooted in craft, accountability, and REP's core values; attract and retain world-class creatives.

Agency & Vendor Management

• Define when and how REP engages external creative partners; manage relationships with clear expectations, brand guardrails, and performance standards.
• Evaluate and select agencies, production houses, photographers, and vendors; negotiate contracts and manage budgets; ensure partners authentically express who REP is.

What You Will Bring:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education And/or Experience

• Bachelor's degree (B. A.) from four-year college or university preferred
• 12+ years of progressive creative leadership experience, with meaningful time at a fitness, sporting goods, or lifestyle consumer brand, and in a digital-first creative capacity.
• Proven track record of building or transforming a brand's creative identity and output — ideally across both growth-stage and more established organizations.
• Experience leading and developing in-house creative teams of 5+ people with a strong point of view on team structure, creative process, and culture.
• A portfolio demonstrating range across brand identity, campaign work, digital content, and performance creative.
• Deep craft in visual design and art direction; strong copywriting instincts and an understanding of the relationship between words and images.
• Experience with performance marketing creative; understanding that brand and conversion are complementary, not competing.
• Familiarity with the tools and platforms of modern creative production (Adobe Creative Suite, Figma, project management tools, DAM systems, etc.).

Core Competencies

Digitally Native - Deeply knowledge in how to win in the modern digital ecosystem and comes demonstrable experience with global consumer brands.

Action Oriented - Taking on new opportunities and tough challenges with a sense of urgency, high energy, and enthusiasm.

Resourcefulness - Securing and deploying resources effectively and efficiently.

Collaborates - Building partnership