VP Marketing

Fitness22 builds the most advanced cardio and strength training fitness apps, making fitness accessible to over 50 million people worldwide. Our mission is to provide the most innovative fitness apps that help everyone - no matter their fitness level - live happier and healthier lives.

We need a player‑coach who both owns the strategy and executes: sets up, runs, and optimizes performance campaigns while leading a rigorous experiment program across creative, bidding, and funnel analytics.

Key Responsibilities:

• Strategic Leadership: Define and lead the end‑to‑end marketing strategy aligned to growth and revenue, differentiated global positioning.
• End‑to‑end Demand Generation: Own inbound/outbound, performance campaigns, and acquisition funnels (TOFU→BOFU), including nurture/lifecycle.
• Performance & UA: Full ownership of Meta / Google UAC / TikTok / (ASA), testing, bidding, audiences, creative,budget pacing to ROAS/Payback targets.
• Monetization: Lead paywall/pricing/packaging experiments, CRO for checkout/paywall, improve ARPU/ARPPU, Trial→Paid, Renewal/Churn.
• Partnerships & Affiliates (B2C): Scale creator/influencer collaborations, branded content, referral and affiliate programs to drive paid user growth.
• Brand & Thought Leadership: Shape brand voice/identity and drive thought leadership via deep content, PR, case studies, speaking, and customer stories.
• Content, SEO & ASO: Own web/landing/blog content strategy, technical + on-page SEO, ASO (App Store Optimization—metadata, visuals, ratings/reviews, CPPs/PPO), CRO, and UTM governance/measurement.
• Product Marketing: Positioning, messaging, pricing/packaging, and GTM for new features, tight alignment with Product.
• Analytics: Stand up a marketing analytics function with BI, AppsFlyer/Adjust, GA4, SKAN/ATT, cohorts, define KPIs and dashboards (nice: MMM/Incrementality).
• Creative System: Operate a Concept→Variant→Learn cadence, asset library, and creator collaborations.
• Org & Hiring: Build/coach multi‑disciplinary teams (UA, Content/SEO, Analytics).
• Budget & Forecasting: Own AOP/forecast, allocation vs. KPIs, exec reporting, and marketing P&L.
• Process & SOPs: Experiment standards, decision logs, OKRs, review rhythms, and post‑mortems to reduce key‑person risk.
• Cross‑Functional & Regional: Partner with Product, BI/Data, Finance, Creative/Design, CS/Support, and HR, coordinate localization, brand consistency, and community/event execution.

Must‑Haves:

• 10+ years in B2C/mobile marketing, incl. 4+ years leading multi-disciplinary teams.
• Ownership of $20M+ annual marketing budgets, with clear ROAS/Payback accountability.
• Proven revenue impact: demonstrable lift in ARPU/LTV via acquisition and monetization (paywall/pricing/CRO).
• Privacy-constrained mobile expertise: fluent with iOS/ATT/SKAN, AppsFlyer/Adjust, GA4, strong cohort/LTV analysis. (Nice: SQL/Looker/Amplitude, MMM/Incrementality).
• High-velocity experimentation OS: A/B/MVT rigor, turning insights into repeatable playbooks and scaled winners.
• Brand & partnerships impact: measurable results via PR, creators/influencers, and affiliates - able to show ROI, not just activity.
• Operator’s toolkit: forecasting, KPI governance, and marketing P&L literacy, crisp executive communication.
• Ownership & execution: bias-to-action, cross-functional leadership, strong business sense.
• Language: full professional English (Hebrew a plus).

Nice‑to‑Have:

• Health/Fitness apps or subscription‑heavy context.
• CRM/Lifecycle (Braze/Iterable), marketing automation, UTM governance.
• Incrementality/MMM and advanced attribution models.