VP of Marketing

About Us

We are a startup in the life coaching industry focused on making personalized coaching accessible to everyone. Similar to how platforms like BetterHelp transformed therapy access, we're creating the definitive platform connecting individuals with certified life coaches who can help them achieve their goals, overcome obstacles, and lead more fulfilling lives.

Our mission is to democratize personal development by providing affordable, convenient, and effective life coaching through our tech-forward platform. We believe everyone deserves access to the guidance and support needed to reach their full potential.

Role Overview

As our VP of Marketing, you will be the strategic leader responsible for developing and executing the comprehensive marketing vision for Dancing Dragons. You will own the overall brand strategy, drive demand generation efforts for both clients and coaches, and build a high-performing marketing function from the ground up. This pivotal leadership role requires a part-time commitment (initially 5-10 hours per week) and offers the chance to shape the entire marketing landscape of an innovative, mission-driven startup. You'll work closely with the CEO and other C-suite leaders (CPO, CXO, CCO, CFO) to align marketing initiatives with business objectives and drive significant growth. This position is ideal for a seasoned, strategic marketing leader with experience in B2C tech or marketplaces, seeking a high-impact, equity-based role in an early-stage company.

Key Responsibilities

Marketing Strategy & Leadership

• Develop and own the holistic marketing strategy encompassing brand, growth, content, and communications
• Define key marketing KPIs and establish reporting dashboards to track performance
• Conduct market research and competitive analysis to identify opportunities and inform strategy
• Manage the marketing budget (once established) and ensure efficient allocation of resources
• Build and lead the marketing function, including potential future hires and agency partners
• Collaborate closely with Product, Experience, and Coach Success teams to ensure cohesive strategy

Brand Building & Positioning

• Define and evolve the Dancing Dragons brand identity, voice, and market positioning
• Develop compelling messaging frameworks for different target audiences (clients, coaches)
• Oversee the creation of brand guidelines and ensure consistency across all touchpoints
• Develop and execute PR and communications strategies to build brand awareness and thought leadership
• Manage brand reputation and ensure alignment with company values

Demand Generation (Clients & Coaches)

• Design and implement integrated marketing campaigns to drive acquisition for both sides of the marketplace
• Oversee the strategy and execution across all marketing channels (paid, organic search, social media, content, email, partnerships, etc.)
• Develop and optimize the full marketing funnel from awareness to conversion and retention
• Implement lead nurturing programs for both prospective clients and coaches
• Establish strategies for user-generated content and referral programs

Content & Product Marketing Strategy

• Define the overarching content strategy to support brand building and demand generation goals
• Collaborate with the product team on go-to-market strategies for new features and offerings
• Develop positioning and messaging for platform features and coaching programs
• Ensure marketing materials effectively communicate the value proposition of our platform
• Oversee the strategic direction for SEO and content distribution

Qualifications

Required

• Bachelor's degree in Marketing, Business, or a related field; MBA preferred
• 10+ years of progressive marketing experience, with at least 5 years in a senior leadership role
• Proven track record of developing and executing successful marketing strategies that drive significant user growth, preferably in B2C tech or marketplaces
• Deep expertise across multiple marketing disciplines (brand, performance marketing, content marketing, product marketing, communications)
• Strong analytical skills with experience using data to drive marketing decisions and measure ROI
• Excellent strategic thinking, communication, and leadership capabilities
• Experience managing marketing budgets and resources effectively
• Comfort with a part-time, strategic leadership role with flexible time commitment

Preferred

• Experience in the coaching, wellness, mental health tech, or ed-tech industries
• Experience marketing two-sided marketplaces (balancing supply and demand)
• Proven success in scaling marketing functions within an early-stage or high-growth startup
• Experience with PR and building media relationships
• Strong understanding of subscription-based business models
• Experience working closely with product and sales/operations teams

What We Offer

• Equity-focused compensation package with significant upside potential
• Flexible, part-time commitment (5-10 hours per week initially)
• Special access to our coaching platform for your personal development
• Remote-first work environment with asynchronous communication
• Annual team retreats for strategic planning and team building
• The opportunity to build and lead the entire marketing function for an innovative platform
• A key strategic role reporting directly to the CEO and influencing company direction
• Potential pathway to a full-time C-level role as the company scales

Our Values

Are you a visionary marketing leader ready to build a brand that empowers millions? Do you thrive on the challenge of scaling a mission-driven marketplace? Join us in defining the future of accessible life coaching!

We are an equal opportunity employer committed to building a diverse team. We encourage applications from all qualified candidates regardless of background.