About the Company
Our client is a fast-growing, capital-efficient DTC brand in the scalp and hair care space, built around dermatologist-tested products formulated with active ingredients like pyrithione zinc and moisturizing MCT oil, paired with premium natural scents. The brand is positioned against legacy anti-dandruff products that rely on outdated, harsh chemical formulas, and is scaling a passionate base of subscribers.
Role Overview
This is a hands-on, high-velocity VP of Growth role leading customer acquisition, retention, and revenue expansion. Reporting directly to the Founder and CEO, this person will own the end-to-end growth strategy and day-to-day execution across all performance channels. The ideal candidate is an agile operator who thrives in a lean, fast-scaling environment, moving seamlessly between campaign setup in ad managers, cohort retention modeling, and creative performance analysis. The primary objective is driving aggressive, profitable revenue growth while maximizing subscriber lifetime value and maintaining rigorous CAC targets.
Responsibilities
Growth strategy and P&L ownership
- Manage customer acquisition costs, blended MER, lifetime value, and payback periods across DTC channels while allocating monthly media budgets with a clear ROI framework
Performance media scaling
- Lead paid media strategy, media buying, and execution across Meta, Google, TikTok, YouTube, and emerging channels, driving efficient new customer acquisition at scale
Retention and subscription optimization
- Architect and scale the recurring subscription model, designing lifecycle retention programs across email and SMS that reduce churn and maximize repeat purchase rates
Creative strategy and ad velocity
- Partner closely with creative teams and creators to produce high-converting direct-response ad creative, hooks, landing pages, and offer structures tailored to DTC consumers
Funnel and CRO testing
- Build and execute an ongoing experimentation roadmap across product detail pages, checkout flows, and custom landing pages to consistently lift conversion rates and average order value
Data and attribution modeling
- Develop rigorous attribution, reporting dashboards, and cohort analysis to evaluate channel incrementality, cash payback, and full-funnel customer economics
Channel diversification
- Test and expand into non-paid acquisition levers, including affiliate networks, influencer partnerships, and creator whitelisting to diversify the acquisition mix
Team and infrastructure development
- Establish core marketing automation systems, testing frameworks, and agency or in-house talent resources as the company continues its rapid growth trajectory
Who They're Looking For
- 6+ years of growth marketing and performance acquisition experience, with proven success leading growth in a fast-paced DTC consumer brand
- Track record of taking a growth-stage DTC brand through significant scale while maintaining capital efficiency and disciplined payback periods
- Deep hands-on expertise in direct media buying across paid social and paid search, with an intuitive grasp of how the Meta and Google algorithms operate
- Strong background in recurring revenue or subscription mechanics, including subscriber churn mitigation, LTV expansion, and cohort retention optimization
- Analytical rigor with deep fluency in MER, CAC, LTV, ROAS, contribution margin, and multi-touch attribution frameworks
- Creative sensibility with a proven eye for high-performing direct-response concepts, landing page copywriting, and UGC hooks
- Scrappy, entrepreneurial mindset with equal enthusiasm for high-level growth modeling and roll-up-your-sleeves campaign execution
- High degree of ownership, autonomy, and speed in an agile, lean operating environment
