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.

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

• 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

• 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

• 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.)

• 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 Hub Spot — not just "familiarity," but the ability to build and interrogate a funnel…