About this opportunity
Daxko lists this VP of Marketing, Boutique opportunity in birmingham, Alabama. Review the employer’s description below for duties, qualifications and application requirements.
Job description
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 Sales
Establish 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 competitors
Materially improve retention and NPS for the segment through lifecycle and customer marketing, not just top-of-funnel
Stand up a product-led growth motion that contributes measurably to net-new SaaS revenue
Deliver 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 NPS
Lead go‑to‑market and expansion strategy, including new vertical and international expansion plans
Partner 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 it
Advance product‑led growth strategy across the product line, and represent the voice of the market in product roadmap conversations
Collaborate 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 scales
Operate 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 them
Own quality of all marketing deliverables against brand strategy and audience outcomes
Equip 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 Board
Use market and performance data to proactively adjust strategy—not just report on it after the fact
Manage 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 leadership
A track record of consistently hitting or exceeding bookings/revenue targets in a high-volume SaaS environment—you can speak to specific numbers, not just responsibilities
Direct experience building and scaling a demand generation function, including team‑building and management
Deep, hands‑on fluency with Salesforce and HubSpot — not just "familiarity," but the ability to build and interrogate a funnel yourself
Experience translating market/product strategy into marketing execution, and vice versa
Bachelor's degree
Preferred
12+ years of sales/marketing leadership experience
Experience marketing to small businesses / SMB owners (not just enterprise buyers)
Experience in health, wellness, or fitness industries
Experience with product‑led growth motions in SaaS
Experience 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.
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Worksite address
birmingham, AL, 35275, US
Who can apply
Review the original listing for work authorization, qualifications and employer requirements.