VP of Growth

VP Of Growth

The VP of Growth owns the digital demand engine across DTC, TikTok Shop, Amazon (in partnership with Marketplace), and Paid Social. This leader is responsible for driving profitable new customer acquisition, improving LTV, scaling creator-driven performance, optimizing CAC/MER, and building a high-output creative and media engine that is efficient, compliant, and predictable.

This role requires a hybrid mindset combining performance marketing, creative strategy, data fluency, and cross-functional leadership. The VP of Growth must be able to scale marketing from a scrappy fast-moving model to an institutional-grade, multi-channel growth engine capable of supporting a business at significantly larger scale while maintaining contribution margin discipline.

The ideal candidate brings deep experience in DTC acquisition, paid social, TikTok Shop, Amazon attribution, creator partnerships, and full-funnel performance architecture.

Core Responsibilities

1. Growth Strategy, Forecasting & Performance Ownership

• Own the growth forecast across DTC, TikTok Shop, and paid social channels (Meta, TikTok, Google).
• Build and manage weekly/monthly performance forecasts aligned with CAC, MER, and contribution margin targets.
• Manage channel scaling plans aligned to revenue, margin, and inventory constraints.
• Partner with Finance Lead to deliver accurate forecasts and channel-level P&Ls.

2. Performance Marketing & Media Buying

• Lead all paid acquisition efforts across Meta, TikTok, Google, and emerging channels.
• Build a systematic testing framework across hooks, angles, landing pages, offers, and formats.
• Manage budgets aligned to CAC, payback window, LTV, and contribution margin targets.
• Collaborate with creators to amplify winning content via Spark Ads/whitelisting.

3. Creator Partnerships & Influencer Ecosystem

• Own the creator pipeline across TikTok, Instagram, and Amazon Influencers.
• Build a predictable flow of content for ads, organic, TikTok Shop, and Amazon PDP assets.
• Implement scalable creator seeding, UGC programs, and paid creator partnerships.
• Partner with Marketplace on TikTok Shop integration and creator-driven selling.

4. Creative Strategy & Content Engine

• Lead the creative strategy roadmap—messaging, hooks, visual identity, storytelling.
• Collaborate with internal/external creative teams to increase content velocity.
• Build formats for high-performing repeatable video ads, UGC, and landing page content.
• Own the creative feedback loop: insights → testing → optimization → deployment.

5. Landing Pages, CRO & Retention

• Own landing page conversion strategy across all acquisition flows.
• Run continuous CRO experiments to improve CVR, AOV, and payback metrics.
• Partner with email/SMS to improve repeat purchase rates, retention, and LTV.
• Ensure clean attribution between paid social, DTC, TikTok, Amazon, and retail halo effects.

6. Cross-Functional Leadership

• Partner with Sales Lead to align digital and creator campaigns with retail windows to improve velocity.
• Partner with Operations to align demand with inventory and supply chain constraints.
• Partner with Finance Lead to maintain channel-level profitability and contribution margin accuracy.
• Coordinate with Marketplace Lead on Amazon ads strategy, PDP content, and creator-driven Amazon traffic.

7. FTC Compliance & Risk Management

• Ensure all advertising, creator content, and claims meet FTC, platform, and retailer guidelines.
• Maintain compliance around testimonials, endorsements, claims, disclosures, privacy, and SMS/email rules.

8. Team Leadership & Organizational Development

• Build and manage a high-performing Growth organization, including:
• Media buyers
• Creator partnerships
• Creative strategists
• Email/SMS
• CRO
• Establish KPI dashboards, accountability structures, and weekly reporting rhythms.

9. Exit-Readiness & Investor Partnership

• Provide growth KPIs for board packages and investor reporting.
• Maintain documentation for diligence: creative tests, acquisition economics, retention, attribution models, CAC/LTV curves.
• Contribute to the buyer narrative around category penetration, customer file strength, and acquisition flywheel.

10. Performance Leadership

• Deep expertise in paid social, acquisition funnels, and CAC/MER optimization.
• Understands how to scale a $20–50M brand into $100M+ while maintaining profitable acquisition.

11. Creative Intelligence

• Strong creative instincts supported by data.
• Able to lead creative experimentation, narrative development, and format testing.

12. Analytical & Technical Fluency

• Highly proficient in performance dashboards, analytics platforms, attribution modeling, and A/B testing.
• Understands the nuances of TikTok Shop, Meta ads, Amazon attribution, and multi-channel funnels.

13. Cross-Functional Influence

• Effective collaborator with Finance, Sales, Ops, Marketplace, and Product Development.
• Capable of pushing and informing executive decision-making.

14. Ownership & Accountability

• Operates with urgency, clarity, and discipline.
• Comfortable making fast decisions with imperfect information.

15. Compliance Awareness

• Strong understanding of FTC rules around endorsements, reviews, disclosures, and claims.