Posted at: 12 March

Vice President, Brand & Placemaking

Company

LulaFit

LulaFit is a boutique B2B company in the commercial real estate industry, headquartered in an unspecified location but operating in major markets like Boston, Chicago, and San Francisco, specializing in enhancing tenant engagement through unique amenities and experiences.

Remote Hiring Policy:

Lulafit offers remote work opportunities with some travel requirements, ideally hiring candidates based in major markets such as Chicago, Boston, San Francisco, Washington D.C., Atlanta, Charlotte, Miami, and Dallas.

Job Type

Full-time

Allowed Applicant Locations

United States

Salary

$150,000 to $175,000 per year

Apply Here

Job Description

Salary Range: $150-175K + equity
Benefits: FREE employee-only medical coverage available under some of our plans. FREE short-term disability (STD), life insurance coverage, and an employee assistance program. Plus, a 4% employer match with our 401(k). Other incredible benefits HERE.
Location: Remote with some travel. Ideally you are based in one of the major markets where we operate (Chicago, Boston, San Francisco, DC, Atlanta, Charlotte, Miami, Dallas).
Reports to: SVP, Strategy

Your Mission:
Your mission is to craft compelling brand identities and develop dynamic placemaking strategies that enhance lulafit’s tenant engagement, drive leasing efforts, and elevate the asset value for the office landlords in the buildings where we operate. You will lead the strategic direction and execution of our branding and placemaking services, ensuring they are innovative, data-driven, and industry-leading.

The Legacy You’ll Leave:
After your time in this role, you proudly said you helped revolutionize the workplace. You shaped the future of office environments through strategic branding and placemaking. Your work directly and indirectly transformed buildings into thriving hubs of connection, productivity, and wellbeing.
What You're Responsible For:
  • Brand Strategy & Development: Lead the creation of unique and compelling brand identities for office buildings, portfolios, and amenities that align with client objectives. Oversee the execution of brand development services, from concept through implementation. Create a strategy-first approach to developing impactful brands that express the brand identity and promise that can be realized by lulafit. Partner with Sales to position branding services as a core consulting offering, supporting business development and client acquisition. Define and manage the business line, including resource allocation and process development for scalable delivery. Integrate technology and design consulting to enhance brand storytelling and user experience.
  • Placemaking Strategy & Execution: Own the creation, refinement, and implementation of on-site placemaking services designed to drive leasing and revenue outcomes. Develop innovative, scalable programs that foster tenant and public engagement, turning buildings into vibrant hubs of productivity, wellness, and connection. Collaborate with Sales and Design to assess market fit, industry trends, and client needs, refining service offerings accordingly. Collaborate with Operations to test and deploy new programming, ensuring seamless execution and operational feasibility. Partner with our People team to develop training and content for successful program rollouts. Work closely with the Engagement Marketing team to create strategies that drive awareness, adoption, and ongoing participation.
  • Data-Driven Strategy & Scalability: Establish metrics for success and continuously refine programs based on engagement, leasing impact, and asset value improvements. Utilize analytics to define audience types and tailor brand and placemaking strategies to specific building demographics, audience preferences, and market demands. Systematize processes to ensure scalable and repeatable execution of consulting services and on-site programs. Stay ahead of industry trends, ensuring offerings remain innovative and market-leading.
  • Program Innovation & Market Leadership: Redefine Tenant Experience by creating groundbreaking programs that drive measurable leasing and asset value impact. Explore new programming and services beyond traditional events, such as: Tenant In-Suite Services (Tailored experiences for HR, Office Managers, and C-Suite); Leasing Public Events (Industry-targeted activations); White Box Activation (Reservable pop-ups, immersive art, fashion shows); On-Site Wellness Services (Therapy, massage, acupuncture, nutritionists, IV drips); ESG Programming (Partnerships with tenant-affiliated nonprofits); Professional Development (Customized offerings based on tenant population); Exclusive Brand Partnerships (Curated experiences with highly recognizable brands).
Who You Are - Baseline Requirements:
  • You have 10+ years of experience in brand strategy, placemaking, or experiential marketing.
  • Previous experience in the commercial real estate or hospitality amenity sector is a real plus but not required.
  • You have experience in design thinking, consumer insights, and strategic storytelling and can tell us how those have created compelling brand experiences in your past work.
  • You are tech savvy. You are highly proficient in GSuite and can quickly learn multiple operating platforms, apps, survey platforms, marketing template platforms, invoicing systems and more.
Who You Are - Key Competencies:
  • Results driven. You have strategically moved the needle for past organizations by developing and implementing large-scale brand transformations and placemaking initiatives for more than one company. You quickly see the big picture, understand the interconnectedness of decisions and activities, and can point to bottom line revenue and profit increases as a result of your work.
  • Exceptional leader. You have managed teams for at least 5-7 years and your direct reports would tell us you were one of the best leaders they’ve worked for. You are skilled at providing timely and specific feedback to ensure your team is always elevating their game. Note: You will be managing a small team in this role but the details are not finalized, yet.
  • Builder of scalable processes. You have expertise in developing scalable, repeatable processes and service lines to do more with less. You have delivered high-impact brand and placemaking solutions efficiently and effectively.
  • Analytical mindset. You can share multiple examples with us of how you’ve used data to inform strategic decisions and optimize engagement in your previous roles.
  • Forward thinker. You consistently envision new possibilities and generate ideas on your own and execute them. You have an inclination to tackle challenges with original approaches, seeking unique ways to address issues and improve existing methods. Everyone you collaborate closely with loves partnering with you.
  • Flexible and adaptable entrepreneur. You thrive in an ever-changing environment. You are constantly reprioritizing your tasks based on changing demands, and can maintain a level head and hospitality ethos through frequent changes. You are able to work autonomously and you nip problems in the bud before they occur because you can foresee client and tenant needs.
  • Stellar communicator. You are known for clearly communicating your points - whether in email or verbally. In this role you’ll be communicating a lot about bookings (both coordinating them and confirming), sending vendor communications, and engaging with different levels of stakeholders (office managers to C-Suite).
Our Core Values:
Lulafit’s culture is based on a shared respect for our lived values HERE. Fit with our values is a critical component of our hiring process, and you and all of our colleagues are expected to live our core values in interactions with team members, customers, and stakeholders. An assessment of how you have exhibited our values is also an important part of your performance review process.

Our Commitment To You:
Lulafit is committed to building a team that represents a variety of backgrounds, perspectives, and skills. We know the more inclusive we are, the greater our impact will be!
Apply Here