Responsibilities

• Develop and lead the execution of VASA's brand and growth strategy. Oversee all core marketing functions including brand, performance marketing, public relations, CRM, loyalty, member communications, and club-level marketing.
• Align all strategies with clearly defined member segments and ensure differentiated positioning across key markets.
• Drive measurable new member growth through digital channels (SEO, paid search, paid social, email, web, app), influencer and community marketing, and localized activations. Optimize customer acquisition costs and conversion through continuous funnel improvement.
• Deploy content strategies that align with consumer behaviors and stage-specific needs within the customer journey.
• Own the member lifecycle. Design and lead loyalty and retention initiatives that increase member lifetime value (LTV), reduce churn, and build brand advocacy. Implement personalized communications and engagement campaigns using segmentation and behavioral insights.
• Strengthen segmentation models to better align messaging, offerings, and engagement by customer type and market.
• Evolve VASA's brand to build deeper emotional connections and expand awareness across current and new markets. Ensure consistent expression across digital, in-club, and experiential touchpoints. Lead all local marketing strategy, including grassroots partnerships, community engagement, and regional growth support.
• Ensure brand positioning and creative assets are customized by regional market and informed by consumer psychographics and competitive dynamics.
• Build a culture of measurement and optimization. Leverage analytics to inform member segmentation, campaign performance, and media allocation. Partner with finance and operations to influence membership pricing, packaging, and promotional models using data-backed insights.
• Monitor key marketing metrics, establish clear KPIs, and track ROI across all initiatives to inform executive and board-level decision-making.

Requirements

• 12+ years in senior marketing leadership roles with a track record of delivering growth in consumer-facing, membership-based businesses (fitness, retail, hospitality, or subscription).
• Expertise across the digital marketing spectrum -- including performance media, CRM, marketing automation, lifecycle marketing, and acquisition funnel optimization.
• Demonstrated strength in customer segmentation, loyalty program design, and LTV improvement.
• Strong commercial acumen with experience leading P&L or revenue-driving functions. Able to translate marketing efforts into measurable business outcomes.
• Experience operating in high-growth, PE-backed or performance-focused environments.
• Exceptional leadership skills; able to attract, retain, and develop high-performing talent across multiple disciplines.
• Skilled communicator and strategic thought partner to both executive peers and investors/board members.
• Personal passion for fitness, wellness, and improving lives through movement.
• Bachelor's degree required; MBA or advanced business/marketing degree preferred.

Benefits

• Healthcare benefits for employees who work 30+ hours per week.
• All employees receive two complimentary gym memberships--one for themselves and another to give away--plus 401k options.
• 40- hours-per-week employees: Paid Time Off; Health, Dental, and Vision benefits; Paid Parental Leave; Flexible Vacation Plan, and Paid Holidays.