BridgeAthletic is the leading platform for strength and conditioning, empowering coaches, trainers, and athletes to revolutionize how performance programs are designed, delivered, and tracked. Trusted by top teams across every major professional sports league, Power 5 NCAA conferences, tactical organizations, and national governing bodies, BridgeAthletic is also the preferred solution for thousands of private trainers and gyms, who leverage its platform to train clients and grow their businesses.

In May, BridgeAthletic secured strategic growth capital and acquired Game Plan, a top learning management system for athletic organizations. This combination created the industry's first fully integrated athlete development platform, serving over 6,000 sports teams and tactical groups globally. By merging training with online learning, the platform establishes a seamless athlete development process under the model of "Train, Learn, Adapt." Strength training, one of the fastest-growing segments in fitness, ranks as the second-most popular trend, especially among younger enthusiasts like Gen Z. Despite this surge, over 80% of performance-driven coaches still rely on outdated methods like spreadsheets and paper. BridgeAthletic aims to change this with its innovative platform, further strengthened by investment from W3, a Colorado-based family office with a track record of backing industry leaders in sports and fitness.

The investment will enable full integration of Game Plan's system into BridgeAthletic, expanding the platform’s capabilities to offer a holistic, data-driven athlete development solution.

Role Overview

We’re seeking an experienced and visionary VP of Marketing to lead our marketing strategy, drive brand awareness, and optimize customer acquisition and retention. The ideal candidate will have a deep understanding of Direct-to-Consumer (DTC) marketing, Product-Led Growth (PLG) strategies, and expertise in growth, brand development, and data-driven decision-making. The VP of Marketing will work closely with the executive team to shape the company’s direction, expand market presence, and ensure sustained customer engagement.

Key Responsibilities

• Develop and execute marketing strategy: Craft and implement a holistic marketing plan that aligns with business goals and drives growth in customer acquisition, engagement, and retention.
• Brand development: Build a cohesive and impactful brand presence across digital channels, ensuring consistent messaging and positioning in the marketplace.
• Customer acquisition and growth: Lead efforts to optimize customer acquisition through various digital channels (SEO, SEM, content marketing, email marketing, social media, etc.), ensuring the company meets aggressive growth targets.
• Performance marketing: Oversee all performance marketing initiatives, including paid search, social, display, affiliate marketing, and influencer partnerships to drive growth.
• Product-Led Growth (PLG) strategy: Leverage the product as the primary driver of customer acquisition, retention, and expansion. Develop marketing tactics that highlight product value early in the customer journey, driving virality and word-of-mouth. Collaborate with product and growth teams to optimize in-product experiences and features that facilitate user onboarding, trial conversions, and self-serve upgrades. Use customer data to refine the PLG sales motion, aligning marketing campaigns to support the product's growth loops.
• Customer retention and lifecycle marketing: Lead retention marketing strategies, including email and push campaigns, loyalty programs, and other tactics that increase customer lifetime value.
• Data-driven decision-making: Leverage data and analytics to inform marketing strategies, optimize campaigns, and improve ROI across all marketing efforts.
• Team leadership: Build, mentor, and manage a high-performing marketing team, fostering a collaborative and innovative environment.
• Partnerships and collaborations: Develop strategic partnerships to enhance brand reach and credibility within the market.
• Market research and customer insights: Stay on top of industry trends, competitors, and customer needs, and use these insights to refine marketing tactics.
• Budget management: Manage the marketing budget, optimizing spend across channels and ensuring maximum efficiency and impact.

Qualifications

• Proven experience (10+ years) in marketing leadership roles, preferably in a direct-to-consumer SaaS or tech company.
• Strong track record of driving growth through customer acquisition, retention, and brand development.
• Deep understanding and hands-on experience with Product-Led Growth (PLG) strategies in a SaaS environment.
• Expertise in digital marketing, including SEO, SEM, social media, content marketing, email marketing, and paid advertising.
• Experience with data analytics, CRM tools, and performance marketing platforms.
• Excellent leadership and team-building skills, with a passion for mentoring and developing talent.
• Strong strategic thinking and problem-solving abilities, with a data-driven mindset.
• Exceptional communication and interpersonal skills, with the ability to collaborate cross-functionally.
• Familiarity with the SaaS business model and subscription-based revenue streams.