VP Marketing at Coactive

About Co-Active Training Institute: As the trailblazers of coaching, CTI has emerged over the last 30 years to become the place where the best coaches and leaders are trained. At its core, CTI is a concept and modality on how to be in relationship with self, other, and a system. In the last ten years we moved from being founder-led to employee-owned and believe that our collective responsibility to our mission is what will make us thrive. Co-Active is so much more than courses, it is a way of altering how the world communicates, leads and creates change, and we believe that this change is and will be created by the people we train as coaches and leaders. We aspire to create a movement that brings more responsibility and wholeness to the leaders who want to create change at the level of self and system and believe Co-Active is the answer. The Position: Co-Active is at a pivotal moment of evolution, and we’re looking for a VP of Marketing to help shape how our work reaches and resonates with the world. In this role, you will own Co-Active’s global go-to-market strategy and accelerate growth across our B2B and B2C segments. This leader will oversee positioning, messaging, demand generation, product marketing, partner/channel strategy, brand marketing and lifecycle marketing to support overall company strategy. You will have both Marketing & Sales roll up to you. This role is ideal for a marketing-forward GTM executive with experiential product development and product marketing experience, strong channel/partner expertise, and a track record of launching and scaling programs, services, or learning offerings. You will inform and help to shape product strategy and development as a critical partner who brings the voice of the customer into product decision-making and drives adoption. This leader will also help expand Co-Active’s ecosystem, growing our community of learners, certified practitioners, partners, and contributors, and deepening engagement across the full lifecycle of participation. Key Responsibilities: • Manage & lead an integrated Sales & Marketing function consisting of several teams: Sales, Marketing, Partnerships and a marketing agency • Build and own GTM strategy • Define how marketing and sales work together across the full funnel (from acquisition through renewal and expansion) • Lead an integrated commercial strategy across the full funnel from MQL → customer → renewal/expansion • Lead Market Research and Competitive Analysis • Drive campaigns, lead demand generation and launch a structured experimentation engine • Shape pricing, promotions, packaging, and enterprise/team training offers • Scale partnerships (universities, associations, enterprise L&D, international delivery partners) and build Co-Active’s ecosystem • Lead Sales Enablement Process • Improve forecast accuracy, funnel visibility, and operating cadence • Partner with CEO and Chief of Staff on company strategy • Collaborate with Product on audience insights, messaging, and learner needs Qualifications: • 15+ years in B2B and B2C Enterprise marketing spanning demand gen, product marketing, brand, and lifecycle • 5+ years owning GTM strategy • Experience with ecosystem/platform brands and/or adult learning, online education, or professional development • Strong at demand gen, experimentation, pricing, packaging, and audience insights • Proven channel/partner marketing leadership experience • Background in professional development, education, services, or elective online learning • Strong track record launching and scaling programs/services, including pricing and packaging • Data-driven operator comfortable building from zero to one and leading through change. • Strong executive presence with the ability to influence cross-functionally without authority • Skilled collaborator with Sales on pipeline, forecasting, AI tools and market insights • Experience in learning, courses, mission-driven consumer + enterprise businesses • High bar for brand aesthetics, with experience significantly upleveling or rethinking a brand • Strong communicator with a strategic, data-driven mindset Co-Active Competencies: Relational Leadership + Context: • You build trust by making priorities, tradeoffs and decisions explicit • You create context so teams can own their work • You surface misalignment early instead of letting it slow exectuion Evoke Transformation: • You treat structures, processes, and ways of working as adaptable. • You’re willing to change what’s no longer serving scale or clarity • You learn from what breaks and redesign accordingly Quality of Work & Execution: • Objectives are clear, owned, and tracked • Commitments translate into outcomes—not activity • Risks, dependencies, and tradeoffs are actively managed Impact: • Work moves the needle on company priorities • Teams and systems perform better because of your leadership • Decisions compound value over time We’re Excited about You because: • You’re a Team Player: Collaborates across departments with humility and professionalism. • You’re a self starter who takes initiative. • You spot areas where there can be efficiencies made. • You enjoy problem solving. • No task is too small or too big. • You’re a lifelong learner with a growth mindset. You’re Excited about Us because: • Wellness Fridays, every other Friday off throughout the year! • Flexible Fridays on the alternate Fridays, to limit recurring meetings • Generous PTO and annual holidays • You’ll work remotely from your home • Medical, dental, vision plans available • Monthly Wifi Stipend • Employee Stock Ownership Plan • 401k Retirement Plan • Free Employee Registration Program for our very own CTI programs • Parental leave The compensation for this role will be $190,000 - $236,000, plus a 15% bonus for candidates in the United States. Compensation for candidates outside the U.S. will be location-adjusted based on market data. We believe everyone has unique strengths to offer, so please apply, even if you don’t meet all the qualifications!