Responsibilities

• Own New Market Launch Strategy
• Lead the end-to-end marketing strategy for every new VASA market. Responsibilities include: - Develop comprehensive market launch plans from site acquisition through the first 12 months after opening - Develop a Market Launch Playbook that captures best practices, timelines, partnership strategies, media plans, event templates, communication cadences, and post-opening growth tactics after every opening. Each new club should make the playbook smarter, creating a repeatable engine that accelerates future launches. - Build scalable launch playbooks that can be replicated across future markets - Coordinate launch timelines across Marketing, Operations, Sales, Real Estate and executive leadership - Identify launch risks and proactively solve issues before they impact performance - Create executive launch scorecards and communicate market readiness across the organization - Ensure all marketing initiatives are launched accurately and on schedule
• Drive Membership Growth
• Own the marketing strategy that supports aggressive membership growth during the first year. Responsibilities include: - Partner with Paid Media, CRM, Social, PR and Brand teams to maximize lead generation and membership sales - Ensure marketing campaigns are coordinated and visible to club leadership - Optimize launch strategies based on market performance and member acquisition trends - Identify opportunities to increase awareness and improve conversion throughout the first year - Support club teams with local marketing initiatives that continue momentum well beyond grand opening
• Build Community Presence
• Establish VASA as an active and valued member of every community before opening. Responsibilities include: - Develop local partnership strategies unique to each market - Build relationships with Chambers of Commerce, city officials, schools, employers and nonprofit organizations - Secure sponsorships and community partnerships that increase local awareness - Identify opportunities for VASA to make a meaningful impact through volunteerism, charitable initiatives and local events - Cultivate relationships with local influencers, media outlets and community leaders - Ensure VASA becomes part of the fabric of each community--not simply another business opening its doors
• Lead Grand Opening & Market Activation
• Create memorable launch experiences that drive awareness, excitement and memberships. Responsibilities include: - Plan and execute grand openings, VIP previews, founder events and ribbon cuttings - Coordinate media outreach alongside PR - Manage event budgets, vendors and timelines - Develop scalable event playbooks that elevate every opening - Partner with Operations to deliver exceptional member experiences during launch
• Communicate & Coordinate Across Teams
• Serve as the central hub for all new market marketing communications. Responsibilities include: - Maintain launch calendars and project timelines - Communicate campaign status, paid media launches and promotional activity to internal stakeholders - Ensure club leadership understands what marketing is live, what is coming next and how they can maximize local opportunities - Coordinate regular cross-functional launch meetings - Maintain documentation, reporting and best practices for every market

Requirements

• 8--10+ years of experience in field marketing, growth marketing, retail marketing, new market development or experiential marketing
• Experience launching multiple brick-and-mortar locations
• Proven success driving customer acquisition in new markets
• Experience leading cross-functional initiatives involving Marketing, Operations and Sales
• Strong project management and organizational skills
• Exceptional communication and executive presentation skills
• Experience managing budgets and external partners
• Willingness to travel regularly to support market launches

Preferred

• Experience with: - Multi-unit retail - Fitness - Restaurants - Consumer brands - Franchise organizations - Hospitality - Health & wellness
• Experience leading: - Grand openings - Local partnerships - Community marketing - Grassroots marketing - Experiential events - New market launches

Benefits

• All employees receive two complimentary gym memberships--one for themselves and another to give away--plus 401k options.
• Additional benefit packages are available for employees who work 30+ hours per week.
• - Salaried Employees : Flexible Vacation Plan, Paid Holidays, Paid Parental Leave, and Health, Dental, Vision Benefits