VP of Growth| Poppy & Peonies

Bloom, a full-service workplace design consultancy, is supporting Poppy & Peonies in its search for a VP of Growth. The VP of Growth will own the full customer lifecycle, from first touch to retained, repeat customer. This is a senior leadership role responsible for setting the growth agenda and building the team and infrastructure to execute it. The role leads a team spanning new customer acquisition, ecommerce, and retention, with the Director of Retention and Director of Ecommerce reporting directly, alongside ownership of TikTok Shop and all new customer acquisition channels. The leader reports to the Co-founder and partners closely with executive leadership.

Responsibilities

Set the overall growth strategy spanning acquisition, ecommerce, and retention; Directly manage and develop the Director of Retention and Director of Ecommerce; Own the growth org structure, headcount planning, and team build-out; Build a culture of accountability, experimentation, and cross-functional collaboration; Represent growth in executive and board-level discussions; Own the end-to-end new customer acquisition strategy across all channels; Own and evolve paid digital marketing strategy across Meta, TikTok, Google, Pinterest, and other paid channels; Own and lead relationships with paid media agencies and external acquisition partners; Lead the launch and ongoing scaling of TikTok Shop; Build and grow an affiliate program and other emerging acquisition channels; Own key acquisition metrics (CAC, ROAS, MER, new customer growth); Partner with and oversee the Director of Ecommerce to align site experience, merchandising, and conversion strategy with growth goals; Use ecommerce performance data to inform acquisition and retention decisions; Partner with and oversee the Director of Retention to build post-purchase, lifecycle, and loyalty strategies that maximize customer LTV; Ensure retention strategy is informed by acquisition channel data; Set company-wide LTV and repeat purchase rate goals

Requirements

15+ years of experience in growth and P&L ownership; Proven track record leading full-funnel growth (acquisition through retention) within a direct-to-consumer, retail, fashion, or lifestyle brand; Experience managing a team through directors or senior managers, ideally with direct oversight of both acquisition and retention or ecommerce functions; Deep expertise across paid social, paid search, media buying, and performance marketing strategy; Direct experience launching or scaling TikTok Shop and/or affiliate programs as acquisition channels; Strong understanding of ecommerce fundamentals (conversion optimization, merchandising, site experience) and retention/lifecycle strategy (LTV, repeat purchase rate, loyalty, email/SMS); Strong analytical mindset with the ability to connect data across acquisition, ecommerce, and retention into unified business decisions; Track record of scaling revenue through data-driven strategy across the full customer lifecycle; Experience managing agencies, freelancers, and external partners at a senior level; Executive presence and strong communication skills, comfortable representing growth strategy to senior leadership and the board; Comfortable balancing high-level strategy with hands-on involvement when a new channel or initiative needs direct leadership to get off the ground; Genuine interest in fashion, lifestyle, and community-driven brands

Benefits

Performance bonus; 4 weeks of paid vacation per year; Health benefits coverage; $250 annual period and menstrual budget; $1,000 annual allowance towards Poppy & Peonies product; $400 home office setup allowance