---
title: 'VP of Marketing, Boutique at Daxko'
canonical: 'https://feeny.ai/job/vp-of-marketing-boutique-daxko-birmingham-pfwfs25h0cka'
type: 'job'
last_seen: '2026-10-16'
---

# VP of Marketing, Boutique at Daxko

- **Company:** Daxko
- **Location:** Birmingham, AL
- **Compensation:** $203k–$280k
- **Employment:** full-time
- **Work type:** hybrid
- **Posted:** 2026-09-23
- **Last confirmed live:** 2026-10-16
- **Apply:** https://jobs.gem.com/daxko/am9icG9zdDr8Ftvimx1mapzmwKTv3V_x

## Job description

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.)

What You'll Bring: Required

- 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.

#LI-Hybrid

## About Daxko

## Company Overview
- **One-liner**: Daxko provides integrated software and services for fitness and wellness organizations, including nonprofits, community centers, health clubs, and boutique studios, to streamline operations and enhance member engagement.
- **Entity Type**: Private (backed by GI Partners L.P.)
- **Headquarters**: Birmingham, Alabama, United States
- **Founded**: 1998
- **Founders**: Not publicly available (the company was founded in 1998; current CEO Jeff VanDixhorn joined after a merger in 2018)

## Core Business
- **Primary industry/industries**: Software Development, Fitness Technology, Health & Wellness SaaS
- **Target customers**: B2B – Nonprofits, community centers, YMCAs, JCCs, health clubs, boutique fitness studios, and multi-location franchise operators
- **Mission or purpose statement**: “To ensure you achieve yours! While you lead, connect, and build healthier communities, we simplify, integrate, and optimize it all for you.” (from [daxko.com](https://www.daxko.com/))

## Products & Services
- **Daxko Operations**: Comprehensive member management and operational tools for community and nonprofit centers of any size. Includes billing, scheduling, front desk operations, access control, and POS.
- **Daxko FitnessForce**: Local payments, biometric access, tax compliance, WhatsApp-native communications, AI-powered insights, and franchise economics for multi-location and franchise operators.
- **Daxko Engage**: Marketing automation and personalized communication platform to drive member engagement, retention, and renewals.
- **Daxko Payments**: Full-service billing and secure payment processing integrated across all platforms.
- **AI Capabilities**: Purpose-built AI tools that automate workflows, improve operational efficiency, and enhance the member experience.

## Market Standing
- **Valuation/Market Cap**: Not disclosed (Private company)
- **Key Metric**: Total Funding – $8.2M across 4 rounds (per LinkedIn); Annual Revenue – approximately $157.8K (estimated by LinkedIn, likely a fraction of actual revenue)
- **Notable Investors/Partners**: Parent company is GI Partners L.P., a private equity firm. The company serves over 19,000 fitness and wellness centers worldwide.
- **Growth Signals**: Headcount of ~600 employees (+2.1% YoY, +18 people); offices in Birmingham (HQ), Bannockburn (IL), Highlands Ranch (CO), Sugar Land (TX), Noida (India), and Homewood (AL); workforce distributed across 8 countries (US, India, Canada, Philippines, Australia, etc.)

## Competitive Advantages
- **Market Dominance**: Powers 40% of fitness and wellness facilities nationwide in the US (per [daxko.com](https://www.daxko.com/company/our-story)).
- **Niche Focus**: Deep specialization in the nonprofit and community fitness sector, making it a go-to platform for YMCAs, JCCs, and similar organizations.
- **Integrated Ecosystem**: Combines member management, billing, marketing automation, payments, and AI into a single platform, reducing the need for multiple vendors.
- **Longevity & Scale**: Operating since 1998 with a large installed base of 19,000+ centers, providing a strong network effect and data moat.

## Strategic Focus
- **AI Integration**: Actively building purpose-built AI features to automate workflows and improve operational efficiency for clients.
- **International Expansion**: Growing global presence with offices in India and serving customers across multiple countries.
- **Product Consolidation**: Unifying multiple brands (e.g., Club Automation merger in 2018) into a cohesive product suite for different customer segments (nonprofits, clubs, studios).

## Why Work Here
- **Culture & Values**: Emphasizes diversity, equity, and inclusion with employee resource groups. Mission-driven work supporting community health and wellness (from [daxko.com](https://www.daxko.com/company/careers)).
- **Work Policy**: Hybrid workspace – flexible combination of remote and on-site work. Typical time on-site is flexible (per [builtin.com](https://builtin.com/company/daxko)).
- **Perks & Benefits**: Unlimited paid time off, paid parental leave, top-notch health insurance, fitness perks, retirement plans, and employee assistance program (from [daxko.com](https://www.daxko.com/company/careers)).
- **Growth & Development**: Self-learning platforms, in-depth training, specialized leadership training and events (from [daxko.com](https://www.daxko.com/company/careers)).
- **Community Impact**: Impact Days for community service, allowing employees to give back (from [daxko.com](https://www.daxko.com/company/careers)).
- **Engineering Culture**: Senior roles available in .NET, Salesforce, and test automation; distributed team across US and India.

## Sources
1. [daxko.com – Company Overview](https://www.daxko.com/)
2. [daxko.com – Our Story](https://www.daxko.com/company/our-story)
3. [daxko.com – Careers Page](https://www.daxko.com/company/careers)
4. [LinkedIn – Daxko Company Page](https://linkedin.com/company/daxko)
5. [Built In – Daxko Profile](https://builtin.com/company/daxko)

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