Chief Marketing Officer

VASA FITNESS•Greenwood Village, CO

11h•$300,000 - $325,000•Hybrid

About The Position

At VASA Fitness, we want to create an uplifting experience for everyone by offering inclusive, accessible, and on-trend fitness. The foundation of our brand is rooted in a culture centered on unity, passion, love, integrity, fun, and trust. Because our culture is alive--embodied by members and team members alike--VASA is a place where lives are changed because of authentic connections made within our supportive community. Our people BELIEVE in our brand, are HARD WORKING, have HIGH STANDARDS, and GIVE ENERGY to others. VASA Fitness is one of the fastest-growing high-value, low-price fitness club operators in the U.S., with over 61 locations across eight states and a mission to uplift communities through fitness. With private equity backing and aggressive expansion underway, the brand is positioned for its next phase of growth and digital transformation. The Chief Marketing Officer (CMO) will serve as a key member of the executive team, reporting directly to the CEO. This leader will drive VASA's brand evolution, member growth, and overall revenue performance -- combining strategic brand storytelling with performance marketing discipline. The ideal candidate is a P&L-minded, digitally native revenue leader who brings strong general management instincts, a deep understanding of loyalty and membership models, and a passion for fitness, wellness, and building high-performing teams. This role is based in Denver, CO. The CMO will also be responsible for defining and refining VASA's target customer segments, tailoring strategies by market, and maintaining competitive awareness to guide pricing and positioning.

Requirements

12+ years in senior marketing leadership roles with a track record of delivering growth in consumer-facing, membership-based businesses (fitness, retail, hospitality, or subscription).
Expertise across the digital marketing spectrum -- including performance media, CRM, marketing automation, lifecycle marketing, and acquisition funnel optimization.
Demonstrated strength in customer segmentation, loyalty program design, and LTV improvement.
Strong commercial acumen with experience leading P&L or revenue-driving functions. Able to translate marketing efforts into measurable business outcomes.
Experience operating in high-growth, PE-backed or performance-focused environments.
Exceptional leadership skills; able to attract, retain, and develop high-performing talent across multiple disciplines.
Skilled communicator and strategic thought partner to both executive peers and investors/board members.
Personal passion for fitness, wellness, and improving lives through movement.
Bachelor's degree required

Nice To Haves

MBA or advanced business/marketing degree preferred.

Responsibilities

Develop and lead the execution of VASA's brand and growth strategy. Oversee all core marketing functions including brand, performance marketing, public relations, CRM, loyalty, member communications, and club-level marketing.
Align all strategies with clearly defined member segments and ensure differentiated positioning across key markets.
Drive measurable new member growth through digital channels (SEO, paid search, paid social, email, web, app), influencer and community marketing, and localized activations. Optimize customer acquisition costs and conversion through continuous funnel improvement.
Deploy content strategies that align with consumer behaviors and stage-specific needs within the customer journey.
Own the member lifecycle. Design and lead loyalty and retention initiatives that increase member lifetime value (LTV), reduce churn, and build brand advocacy. Implement personalized communications and engagement campaigns using segmentation and behavioral insights.
Strengthen segmentation models to better align messaging, offerings, and engagement by customer type and market.
Evolve VASA's brand to build deeper emotional connections and expand awareness across current and new markets. Ensure consistent expression across digital, in-club, and experiential touchpoints. Lead all local marketing strategy, including grassroots partnerships, community engagement, and regional growth support.
Ensure brand positioning and creative assets are customized by regional market and informed by consumer psychographics and competitive dynamics.
Build a culture of measurement and optimization. Leverage analytics to inform member segmentation, campaign performance, and media allocation. Partner with finance and operations to influence membership pricing, packaging, and promotional models using data-backed insights.
Monitor key marketing metrics, establish clear KPIs, and track ROI across all initiatives to inform executive and board-level decision-making.
Collaborate with product, fitness, and operations teams to evolve how services (e.g., personal training, recovery, premium access) are packaged, marketed, and monetized. Identify opportunities for upsell and cross-sell across digital and in-club experiences.
Tailor packaging and promotions based on market needs and consumer willingness to pay, informed by localized competitive analysis.
Maintain ongoing awareness of competitive offerings, pricing trends, and brand positioning across all VASA markets. Use competitive insights to shape proactive marketing strategies and ensure differentiation.
Act as a commercial partner across the business. Influence go-to-market decisions including new club launches, pricing tests, and product rollouts. Translate consumer insights into actionable business strategies.
Build and lead a high-performing marketing organization with strengths across digital, brand, creative, insights, and CRM. Foster a performance-driven and mission-aligned team culture. Mentor and develop future leaders.
Serve as the strategic voice of marketing in conversations with VASA's Board and private equity partners. Present marketing strategy, KPIs, and growth plans with clarity, rigor, and confidence.
Present market segmentation, competitive positioning, and performance dashboards aligned with investor objectives and business growth milestones.