As Marketing Lead at North 49 Brands Inc. & Rymar Group, I direct strategy, campaigns and budget across Spartan Fitness, Vintage Iron Cycles, Synergy Bikes, VO3 Fitness and The Rymar Group. I lead the marketing team while staying involved in execution.
Set priorities across the portfolio
Five brands create competing requests. I consider commercial priorities, campaign deadlines, the customer need and the work already in progress when deciding what the team should tackle. Each brief needs a clear audience and offer, even when colleagues or production resources are shared.
The same discipline helps a single-brand business with several product lines: agree what matters, identify the dependencies and make the delivery responsibilities visible.
Use AI with a specific task and reliable source material
I use tools including ChatGPT, Claude and Google Gemini to explore campaign angles, pressure-test ideas, refine content and work through implementation questions. I choose the tool around the task and review its output against the brief.
For a product campaign, relevant context can include approved specifications, the audience and current offer terms. Files are useful only if the selected tool can actually read them and the information is current. I do not treat a plausible response as confirmation that either is true.
Keep responsibility clear
AI can contribute options; it does not own the marketing budget, team priorities or customer promise. Those decisions require business context and an accountable person. I stay close to the work so that planning, production and review remain connected.
Explore a sample campaign brief
The sample brief below, written for a fictional fitness supplier, shows the objective, audience, offer, delivery plan and measurement approach together.