VP of Marketing, Boutique

Daxko builds the software that powers fitness, wellness, and community organizations—everything from member management and payments to digital engagement and analytics. From small studios to the largest associations, we help thousands of fitness businesses streamline operations, enhance member experiences, and drive sustainable revenue growth. Daxko is the leading SaaS platform for martial arts studios, boutique fitness studios, and small business gyms — an industry built on community, loyalty, and word of mouth, but historically underserved by modern marketing and go-to-market technology. We're scaling our Boutique segment aggressively, and we need a Vice President of Marketing who can turn that scale into repeatable, profitable pipeline. This is not a maintenance role. You'll own the full marketing engine for the segment — demand, brand, retention, and product-led growth — with direct visibility to the Executive Leadership Team and the Board, and real budget and headcount authority to build the function the way it needs to be built. What Success Looks Like In your first 12–18 months, you will: Build a predictable pipeline engine that hits bookings, attach rate, and ARPU targets in partnership with SalesEstablish Daxko's marketing team as best-in-class in the fitness/wellness SaaS category — measurably improving mind share, lead share, and win rate against named competitorsMaterially improve retention and NPS for the segment through lifecycle and customer marketing, not just top-of-funnelStand up a product-led growth motion that contributes measurably to net-new SaaS revenueDeliver a GTM and expansion plan for new verticals or international markets that Sales, Partnerships, and Leadership all trust What You'll Do Strategy & GTM Own the marketing strategy and execution for the Boutique segment — demand gen, brand, retention, and NPSLead go-to-market and expansion strategy, including new vertical and international expansion plansPartner with Sales to build and manage the annual bookings budget (approved by CRO/President of Boutique); track leads, bookings, attach rate, ARPU, retention, and NPS against itAdvance product-led growth strategy across the product line, and represent the voice of the market in product roadmap conversationsCollaborate with Partnerships on GTM strategy, co-marketing, and partner events Team & Execution Build, manage, and develop a high-performing demand marketing team; hire and make staffing decisions as the segment scalesOperate in a hub-and-spoke model across the broader marketing organization — directing segment strategy while leveraging shared functional teams (content, design, ops, etc.)Set clear team goals tied to market objectives, and hold the team accountable to themOwn quality of all marketing deliverables against brand strategy and audience outcomesEquip Sales with what they need to win: enablement, training, outbound lists, and outbound cadences Reporting & Accountability Report weekly/monthly/quarterly on segment performance to senior leadership and the BoardUse market and performance data to proactively adjust strategy — not just report on it after the factManage the segment marketing budget for ROAS, ROI, and efficiency (travel, events, paid, etc.) Required What You'll Bring: 10–12+ years of overall experience, including 6–8+ years in sales and/or marketing leadershipA track record of consistently hitting or exceeding bookings/revenue targets in a high-volume SaaS environment — you can speak to specific numbers, not just responsibilitiesDirect experience building and scaling a demand generation function, including team-building and managementDeep, hands-on fluency with Salesforce and HubSpot — not just "familiarity," but the ability to build and interrogate a funnel yourselfExperience translating market/product strategy into marketing execution, and vice versaBachelor's degree Preferred 12+ years of sales/marketing leadership experienceExperience marketing to small businesses / SMB owners (not just enterprise buyers)Experience in health, wellness, or fitness industriesExperience with product-led growth motions in SaaSExperience supporting international or multi-vertical expansion Additional Information Daxko is dedicated to pursuing and hiring a diverse workforce. We are committed to diversity in the broadest sense, including thought and perspective, age, ability, nationality, ethnicity, orientation, and gender. The skills, perspectives, ideas, and experiences of all of our team members contribute to the vitality and success of our purpose and values. We truly care for our team members, and this is reflected through our offices, and benefits, and great perks. These perks are only for our full-time team members. Some Of Our Favorites Include 🏝 Flexible paid time off ⚕️ Affordable health, dental, and vision insurance options 💪 Monthly fitness reimbursement 🤑 401(k) matching 🍼 New-Parent Paid Leave 👖 Casual work environments 🏡 Flexible work - remote & hybrid All your information will be kept confidential according to EEO guidelines. Where you fall within the compensation range is based on how you demonstrate the skills and competencies needed for the role. We typically reserve the upper half of our compensation bands for team members who have grown within Daxko. In addition to base salary, some roles may be eligible for bonuses, commissions, or other performance-based incentives. We also offer a comprehensive benefits package, recognition programs, and plenty of opportunities to grow your career with us. The on-target-earnings (OTE) for this role is $203,000 – $279,900 per year.