High-value, low-price (HVLP) fitness club operator Vasa Fitness has tapped senior marketing executive Liz Crisafi as the company’s chief marketing officer (CMO). Crisafi will serve as a member of Vasa’s Executive Leadership Team (ELT) and report directly to CEO Michael Osanloo.
In her role, Crisafi is expected to lead Vasa’s enterprise marketing and growth strategy as the company continues to expand across existing and new markets.
“She will oversee brand strategy, performance marketing, CRM and lifecycle marketing, creative, communications, digital marketing and local-market activation, with a focus on strengthening Vasa’s brand, accelerating member growth and retention, and driving measurable business results,” the company said in a media release.
“Liz is the kind of brand-first, commercially minded leader we need as Vasa enters its next stage of growth,” said CEO Osanloo. “She has a rare ability to build brands that resonate deeply with consumers while bringing the performance discipline, customer insight and operational mindset needed to turn that connection into sustainable growth. Her experience across complex, multi-location businesses will be especially valuable as we sharpen the Vasa brand, expand into new markets and continue creating an experience that keeps members coming back.”
Crisafi reportedly brings extensive experience transforming consumer brands across hospitality, travel, entertainment and consumer products. Most recently, Crisafi served as CMO for Hornblower Group, said to be a global leader in experiences and transportation serving more than 20 million guests annually across more than 50 U.S. cities and over 10 countries. Prior to Hornblower, she spent nearly a decade at IHG Hotels & Resorts, most recently serving as global VP of Integrated Marketing. Earlier in her career, Crisafi held senior marketing leadership positions at Kimberly-Clark, Ogilvy & Mather, Discovery Communications and Eastman Kodak Company.
“I’m excited to join Vasa at an important moment in the company’s growth,” said Crisafi. “Vasa has an opportunity to build an even more distinctive brand while creating stronger connections with members throughout their entire journey. What drew me to Vasa is the combination of an accessible, high-quality fitness experience and a real sense of community.”
Crisafi serves on advisory boards for the American Marketing Association Atlanta chapter and Brand Innovators. She earned a Bachelor of Science in Communications and Broadcasting from Georgia Southern University.
Images courtesy Vasa Fitness
