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 effectively to achieve optimal outcomes.

The work characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Requirements

Required Qualifications

• 10+ years of experience in marketing leadership roles, preferably within the software, sports technology, or athletic training industries.
• Proven track record of developing and executing successful marketing strategies that drive revenue growth and customer acquisition.
• Strong background in brand positioning, messaging, and value proposition development in competitive markets.
• Proficiency in digital marketing platforms, tools, and analytics, such as Google Analytics, Iterable, Segment, HubSpot, Marketo, or similar.
• Demonstrated success in implementing and optimizing Product-Led Growth strategies to drive user acquisition, activation, and retention metrics.
• Familiarity with SEO, SEM, content marketing, social media management, email marketing, and paid advertising.
• Experience in analyzing marketing metrics and using data to optimize campaigns and drive decision-making.
• Strong financial acumen with the ability to manage marketing budgets effectively.
• Demonstrated ability to build, lead, and develop high-performing teams.
• Excellent collaboration skills, with experience working cross-functionally with sales, product, and operations teams.
• Strong ability to identify, build, and maintain strategic partnerships within the industry.
• Exceptional interpersonal and communication skills to represent the company at industry events and build thought leadership.
• Deep understanding of the athletic training, sports technology, or related markets is highly desirable.
• Awareness of industry trends, competitor strategies, and customer needs to inform marketing initiatives.
• Creative thinker with a results-driven mindset and a passion for innovation.
• Willingness to travel for conferences, events, and partnership meetings as needed.

Don’t meet every single requirement? Don’t worry. We still want to hear from you and encourage you to apply.

Benefits

Compensation

Peaksware/TrainingPeaks is committed to fair and equitable compensation practices. The salary range for this role is $117,489 - $195,815. Final compensation for this role will be determined by various factors such as a candidate’s relevant work experience, skills, and certifications.

This role is eligible for variable compensation, including bonus.

Benefits and Perks

Health

• Medical
• Dental
• Vision
• Health Savings Account
• Flexible Spending Account
• Dependent Care Flexible Spending Account
• Paid Parental Leave
• Teladoc
• Employee Assistance Program (EAP)
• Additional coverage options such as accident and critical illness insurance and hospital indemnity

Disability and Life

• Company-paid Short Term Disability
• Company-paid Long Term Disability
• Company-paid Basic Life Insurance and AD&D
• Employee-paid Supplemental Life Insurance for Employee, Spouse, and/or Child

Additional

• 401(K)
• 401(K) Matching
• Pet Insurance
• 9 paid holidays annually and unlimited Flexible Time Off (FTO)
• Free TrainingPeaks, TrainHeroic, MakeMusic accounts, and Alfred Music product
• Access to the Performance and Recovery Center (PARC), our on-site fitness facility
• Employee only access to on-site locker rooms and showers
• Employee only access to secure, indoor bike storage
• Access to our onsite Music Studio
• An assortment of “grab’n go” fruit and snacks as well as on tap cold brew, kombucha, and beer.
• Beautiful onsite cafe that includes indoor and outdoor seating and lounge areas.
• Access to e-bikes available exclusively to Peaksware employees
• Significant investment in resources for employee growth and development
• Corporate discounts on select gym memberships and top brand gear
• Flexible work schedule in a culture of trust

Please contact [email protected] if you require a reasonable accommodation to review our website or to apply online.

Work Environment

This job operates in a professional office environment that is well-lighted, heated, and/or air-conditioned with adequate ventilation and a noise level that is usually moderate. This role routinely uses standard office equipment such as computers, phones, photocopiers and filing cabinets.

All employees must comply with all safety policies, practices and procedures. Report all unsafe activities to your manager and/or Human Resources.

Physical Demands

While performing the duties of this job, the employee is regularly required to sit and move about the facility; use hands to handle, or feel; talk by expressing ideas by means of the spoken word; and hear by perceiving the nature of sounds. The employee is occasionally required to stand, walk, and reach with hands and arms. The employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.

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