Vice President, Marketing (TrainingPeaks, TrainHeroic) - Peaksware

TrainingPeaks and TrainHeroic are leading brands in endurance and strength & conditioning training used by the worlds best coaches and athletes. Both brands provide the platform and tools to strategize, plan, track, analyze and execute training with the shared mission to maximize the potential of coaches to reach and impact the lives of the world’s athletes to be their best.

We would love to have you join our ever-growing team! All applicants will receive equal consideration for employment regardless of gender, race, national origin, age, sexual orientation, gender identity, physical disability, religion, or length of time spent unemployed.

General Summary

The Vice President of Marketing will play a critical leadership role in developing and executing the marketing vision and strategy for both our TrainingPeaks and TrainHeroic product offerings. This person will be responsible for driving business growth, increasing customer engagement, and positioning our brand as a leader in the sports tech industry. The ideal candidate will have a strong background in B2BC SaaS marketing, proven expertise in building and executing growth strategies, brand building and a passion for forming strategic partnerships with key industry stakeholders.

This role combines strategic vision, relationship management, and cross-functional collaboration.

Today, we have nearly 200 partnerships under contract globally, including national governing bodies in the US, UK, Germany, Australia, France, Spain, Japan, Singapore, Italy, and beyond. Our 48 team sponsorships span cycling, triathlon, windsurfing, and sailing, and over the last decade, a TrainingPeaks-sponsored team has won the Tour de France nine times. We collaborate closely with leading device manufacturers like Garmin, Wahoo, Apple, COROS, Polar, Suunto, and Whoop, as well as app developers including MyFitnessPal, Zwift, FORM, and Fuelin. We also maintain a strong presence at premier events such as IRONMAN, RRCA, and NSCA to engage with coaches and industry partners.

In this role, you will oversee all aspects of how we engage with existing and potential customers to expand market share, enhance brand awareness, and drive customer acquisition. This is an opportunity to work at the forefront of the endurance sports industry, making a tangible impact on coaches, athletes, and the broader fitness across the globe .

Core Functions 

• Develop & Execute Marketing Strategy: Lead the creation and execution of comprehensive marketing plans to drive revenue growth, increase brand awareness, and expand customer acquisition channels. Collaborate with cross-functional teams to ensure alignment of marketing initiatives with overall business goals.
• Global Brand Strategy & Positioning: Position and differentiate the company’s product offerings in the highly competitive athletic training software market. Own the brand’s messaging, voice, and value proposition ensuring consistency across global markets and sport types.
• Customer Acquisition & Retention: Develop and implement customer acquisition strategies through both digital and traditional channels, including SEO, SEM, content marketing, social media, email campaigns, paid ads, and events. Create and execute retention strategies to improve customer satisfaction, loyalty, and lifetime value.
• Product Led Growth: Oversee proven product led growth (PLG) strategies to drive revenue growth from our customer base while clearly communicating the value of our products.
• Strategic Partnerships: Identify and nurture relationships with industry partners, influencers, and stakeholders (sports organizations, athletic trainers, coaches, etc.) to drive business opportunities, co-marketing initiatives, and joint ventures. Establish partnerships that support product adoption and market penetration.
• Team Leadership & Development: Build, mentor, and lead a high-performing marketing team. Foster a culture of innovation, collaboration, and results-driven performance within the marketing department.
• Metrics & Reporting: Monitor, analyze, and report on key performance indicators (KPIs), such as customer acquisition cost (CAC), lifetime value (LTV), conversion rates, and overall marketing ROI. Use data-driven insights to optimize campaigns and adjust strategies as needed.
• Thought Leadership & Industry Presence: Represent the company at industry events, conferences, and webinars to build brand awareness, share thought leadership, and stay ahead of trends in the athletic training and sports technology space.
• Budget & Resource Management: Oversee the marketing budget, ensuring resources are allocated efficiently and effectivel