VP of Marketing, Boutique

Daxko; Birmingham (AL); Hybrid; USD 203,000 - 280,000; Full time

Benefits offered by this job

Flexible paid time off

Affordable health, dental, and vision

Monthly fitness reimbursement

401(k) matching

New-Parent Paid Leave

Casual work environments

Flexible work - remote & hybrid

Job summary

Daxko is seeking a Vice President of Marketing to own the Boutique segment’s demand, brand, retention, and growth with direct visibility to the Executive Leadership Team and the Board. You will have real budget and headcount authority, shaping the function to drive repeatable pipeline and profitability across markets and verticals in the fitness and wellness SaaS space.

In 12–18 months you will build a scalable pipeline engine, establish best-in-class marketing, and stand up a product-led growth

Qualifications

• 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.
• 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

Responsibilities

• 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; track leads, bookings, attach rate, ARPU, retention, and NPS
• 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
• Build, manage, and develop a high-performing demand marketing team; hire and staffing decisions

Skills

Sales leadership

Marketing leadership

Demand generation

Product marketing

Education

Bachelor's degree

Tools

Salesforce

HubSpot

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.