Vice President, Brand & Placemaking

Summary

Join Lulafit as a Brand and Placemaking Strategist and revolutionize the workplace! Lead the creation of compelling brand identities and dynamic placemaking strategies for office buildings. Develop and implement innovative programs to enhance tenant engagement, drive leasing efforts, and elevate asset value. You will oversee brand development, placemaking services, and data-driven strategies, ensuring they are innovative and market-leading. This remote role with some travel requires 10+ years of experience in brand strategy, placemaking, or experiential marketing and strong leadership skills. Lulafit offers competitive compensation, including a salary range of $150-175K + equity, and benefits such as free employee-only medical coverage, short-term disability, life insurance, and a 401(k) match.

Requirements

• Have 10+ years of experience in brand strategy, placemaking, or experiential marketing
• 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
• Be tech savvy. Be highly proficient in GSuite and can quickly learn multiple operating platforms, apps, survey platforms, marketing template platforms, invoicing systems and more
• Be results driven. Have strategically moved the needle for past organizations by developing and implementing large-scale brand transformations and placemaking initiatives for more than one company. 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
• Be an exceptional leader. 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. Be skilled at providing timely and specific feedback to ensure your team is always elevating their game
• Be a builder of scalable processes. Have expertise in developing scalable, repeatable processes and service lines to do more with less. Have delivered high-impact brand and placemaking solutions efficiently and effectively
• Have an analytical mindset. Can share multiple examples of how you’ve used data to inform strategic decisions and optimize engagement in your previous roles
• Be a forward thinker. Consistently envision new possibilities and generate ideas on your own and execute them. 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
• Be a flexible and adaptable entrepreneur. Thrive in an ever-changing environment. Constantly reprioritize your tasks based on changing demands, and can maintain a head and hospitality ethos through frequent changes. Be able to work autonomously and nip problems in the bud before they occur because you can foresee client and tenant needs
• Be a stellar communicator. Be 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)

Responsibilities

• 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
• 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
• 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
• 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)

Preferred Qualifications

Have previous experience in the commercial real estate or hospitality amenity sector

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
• A 4% employer match with our 401(k)