VP of Growth| Poppy & Peonies

Accountabilities:

• • Define and own the company-wide growth strategy, connecting customer acquisition, ecommerce, and retention into one integrated growth system.
  • Lead and develop senior leaders responsible for retention and ecommerce, while establishing goals, performance expectations, organizational structure, and future headcount plans.
  • Build a high-performing growth organization centered on accountability, experimentation, collaboration, and continuous improvement.
  • Represent growth strategy in executive and board-level discussions, providing clear recommendations on investment priorities and opportunities.
  • Own the end-to-end new customer acquisition strategy across paid, owned, earned, and emerging channels.
  • Lead paid media strategy across platforms such as Meta, TikTok, Google, Pinterest, and other relevant channels, while managing external agencies and acquisition partners.
  • Launch and scale TikTok Shop, affiliate programs, creator partnerships, social commerce, marketplaces, and other emerging acquisition opportunities.
  • Own critical acquisition metrics including CAC, ROAS, MER, and new customer growth, ensuring efficient and sustainable channel expansion.
  • Partner with ecommerce leadership to align site experience, merchandising, conversion optimization, checkout, and platform investments with broader growth objectives.
  • Use ecommerce metrics such as conversion rate, average order value, and funnel behavior to guide acquisition and retention decisions.
  • Partner with retention leadership to strengthen post-purchase, lifecycle, loyalty, email, and SMS strategies that increase customer lifetime value.
  • Establish and monitor company-wide LTV and repeat-purchase goals, ensuring acquisition decisions are optimized for long-term customer value rather than first-purchase economics.
  • Connect data and insights across acquisition, ecommerce, and retention to drive unified business decisions and revenue growth.
  • Manage agencies, freelancers, and external partners while maintaining strong strategic and operational oversight.
  • Step into hands-on leadership when launching new channels, solving complex growth challenges, or accelerating high-priority initiatives.

  Requirements:

  • 15+ years of experience in growth leadership and P&L ownership, with a proven record of driving significant business growth.
  • Demonstrated experience leading full-funnel growth across acquisition, ecommerce, and retention within a direct-to-consumer, retail, fashion, lifestyle, or comparable consumer brand.
  • Experience managing senior leaders, ideally with direct oversight across acquisition, retention, and/or ecommerce functions.
  • Deep expertise in paid social, paid search, media buying, performance marketing, and multi-channel acquisition strategy.
  • Direct experience launching or scaling TikTok Shop, affiliate programs, creator partnerships, or other emerging commerce and acquisition channels.
  • Strong understanding of ecommerce fundamentals, including conversion optimization, merchandising, site experience, customer journey, and digital commerce platforms.
  • Strong knowledge of retention and lifecycle marketing, including LTV, repeat purchase rate, loyalty, email, and SMS strategies.
  • Highly analytical and able to connect acquisition, ecommerce, and retention data to make commercially sound decisions.
  • Proven ability to scale revenue through data-driven strategies across the customer lifecycle.
  • Strong experience managing agencies, freelancers, and external partners at a senior level.
  • Executive presence with excellent communication skills and the ability to confidently represent growth strategy to senior leadership and board-level stakeholders.
  • Comfortable balancing high-level strategy with hands-on execution when new channels or initiatives require direct involvement.
  • Strong relationship-building, negotiation, organizational, and cross-functional leadership skills.
  • Genuine interest in fashion, lifestyle, social commerce, and community-driven consumer brands.
  • Comfortable working in a fast-paced, entrepreneurial environment and adapting strategy as the business evolves.
  • Candidates should be based in the United States or Canada and able to accommodate occasional domestic or international travel.

  Benefits:

  • Annual salary range of $225,000–$275,000, with compensation depending on experience, qualifications, and location.
  • Performance-based bonus opportunity.
  • Four weeks of paid vacation annually.
  • Health benefits coverage.
  • $250 annual period and menstrual wellness budget.
  • $1,000 annual product allowance.
  • $400 home office setup allowance.
  • Fully remote work environment across the United States and Canada.
  • Opportunities for domestic and international travel for photoshoots, events, and team retreats.
  • Senior-level opportunity to shape the growth strategy, organization, and future direction of a growing consumer brand.