The Challenge
Moves is a women-founded strength training app that's grown to hundreds of thousands of users through word-of-mouth alone. You'll lead the marketing vision to intentionally scale visibility while keeping the human-first ethos that built the brand.
Your Mission
Audit current brand positioning, messaging, and audience definition across all channels; deliver competitive analysis and positioning recommendation
Map and optimize the marketing tech stack and agency partnerships; establish clear reporting cadence and budget allocation framework
Launch one integrated campaign across social, partnerships, and PR that moves the needle on brand awareness metrics
Build 90-day roadmap for brand and creative strategy with clear milestones, owned by Director of Brand Marketing and Social Content Manager
Drive measurable growth in brand awareness and consideration through paid social, influencer, and PR channels with documented ROI
Establish Moves as a thought leader in women's strength training through podcast placements, partnerships, and content strategy
Expand into new awareness channels (2+ new channels tested and evaluated for full-year inclusion)
Build scalable marketing operations: reporting dashboards, planning processes, team structure that supports 2-3x budget growth
KPIs You'll Own
Brand Awareness Lift
Tracked through surveys, branded search volume, and social listening to measure positioning impact
Customer Acquisition Cost by Channel
Cost per install/signup by paid social, organic social, influencer, PR, and partnership channels
Marketing ROI
Revenue influenced by marketing campaigns against total marketing spend, including paid and partnership costs
Social Engagement Rate
Likes, comments, shares, and saves across Instagram, TikTok, and YouTube as brand health indicator
Influencer/Partnership Pipeline
Number of active partnerships, revenue generated, and engagement metrics from influencer collaborations
Tools & Stack
Your Team
Your Manager
Chief Operating Officer (COO)
Current Team
Director of Brand Marketing, Social Content Manager, network of agency partners and freelance creatives
This is a new leadership hire; team composition may expand as you scale
The Package
Salary
$140K-$170K base
Variable
20% target performance bonus with upside based on company performance
Equity
Profit sharing: annual contribution based on company performance (projected $19K this year)
Remote
On-site required (location not specified but must be in United States)
Benefits & Perks
Company Intelligence
Moves is a women's strength training app that's grown to hundreds of thousands of users over seven years, primarily through word-of-mouth and results. Women-founded and women-led, the company proves you can scale a meaningful business while maintaining a healthy, balanced culture. They're now ready to intentionally scale visibility and impact.
Customers
Hundreds of thousands of women users; recommended by physical therapists and fitness enthusiasts
Culture
Women-founded and women-led; flexible, autonomous, collaborative, genuinely values work-life balance; trust-based management
Is This Role For You?
- You've led brand strategy at a consumer app or wellness company and proven you can build positioning that drives growth
- You're equally comfortable with creative instinct and data—you can argue for a big brand idea AND read a conversion funnel
- You have a real network in influencer marketing, PR, and brand partnerships (not just agency contacts)
- You're energized by mission-driven work and genuinely believe in women's strength training and wellness
- You need equity or stock options—this role is salary + bonus + profit sharing, not equity compensation
- You're remote-first—this is on-site only, no flexibility on location
- You see marketing as siloed from product—Moves requires close collaboration with the founder and cross-functional teams
Interview Process
Application & Initial Screen
Recruiter qualification call; expect questions on brand strategy case studies and team leadership experience
Strategy Assignment
Take-home project: analyze Moves' current positioning and recommend messaging/channel strategy (2-3 hours)
Executive Panel Interview
Meet with COO, Chief Growth Officer, and Founder; discuss vision, leadership philosophy, and cultural fit
Reference Checks
References from past team members and marketing partners
Interested in this role?
Apply now and hear back within days, not weeks.
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About VP Marketing Roles
VPs of Marketing lead the entire marketing function. They set strategy, manage teams across brand, demand gen, product marketing, and content, and are accountable for marketing's contribution to revenue.