The Challenge
A fast-growing vitamins & supplements brand is looking for a battle-tested DTC leader to own their core growth engine. You'll build the strategy, team, and systems to scale revenue while optimizing unit economics in a competitive, high-growth market.
Your Mission
Audit current DTC performance (CAC, LTV, repeat rate, AOV) and establish baseline KPI dashboards across all channels
Define 12-month DTC growth strategy with clear channel prioritization, customer segment targets, and revenue forecasts
Hire 2-3 key team members (growth manager, retention specialist, analytics lead) and establish weekly planning rhythms
Identify 3-5 quick wins on site conversion, email flows, or paid media efficiency to demonstrate early impact
Launch optimized subscription program with 15%+ adoption rate and measurable improvement in LTV vs. one-time buyers
Scale paid media channels profitably with CAC:LTV ratio of 1:3+ across Facebook, Google, and emerging channels
Implement CDP and attribution system to track customer lifecycle accurately across email, SMS, loyalty, and repeat-purchase
Drive repeat purchase rate to 25%+ and AOV growth of 10-15% through merchandising, personalization, and lifecycle optimization
KPIs You'll Own
Customer Acquisition Cost (CAC)
Track paid media efficiency and payback period; optimize channel mix to maintain CAC:LTV ratio of 1:3 or better.
Lifetime Value (LTV) & Repeat Rate
Measure subscription adoption, repeat purchase frequency, and average customer lifespan; target 25%+ repeat rate.
Average Order Value (AOV)
Monitor product bundling, upsell effectiveness, and cart optimization; drive 10-15% growth via merchandising and personalization.
Conversion Rate & Site Performance
Track homepage-to-purchase conversion, product page CTR, and checkout abandonment; target 2%+ overall conversion rate.
Subscription Metrics
Monitor subscription adoption rate, churn, and cohort retention; track subscription LTV vs. one-time purchase LTV.
Email & SMS Performance
Measure open rate, click-through rate, revenue per email/SMS, and unsubscribe rates across lifecycle campaigns.
Tools & Stack
Your Team
Your Manager
Likely CEO or Chief Revenue Officer
Current Team
Cross-functional: growth, retention, CX, and ecommerce teams (size unknown; you'll likely inherit and expand)
Backfill + expansion; you'll build out growth, retention, and analytics roles
The Package
Salary
$180K-$240K base
Variable
Performance-driven incentives (bonus structure not specified; estimate 15-25% at risk)
Equity
Equity opportunity in fast-growing company (% not specified)
Remote
Remote (despite 'ONSITE' label, partner company operates remotely or hybrid; confirm with recruiter)
Benefits & Perks
Company Intelligence
A disruptor in the rapidly growing vitamins & supplements (VMS) market, backed by Scale Up Search (recruitment partner). DTC is their core growth engine; they're looking to scale aggressively in a competitive space.
Culture
Mission-driven, health-focused, fast-paced, entrepreneurial. Focus on helping people live healthier lives.
Is This Role For You?
- You've scaled DTC revenue at a growth-stage CPG or digitally native brand (ideally supplements, health, or beauty)
- You're comfortable with unit economics obsession—CAC, LTV, repeat rate, AOV are your native language
- You've built and managed cross-functional DTC teams (growth, retention, CX, product) from scratch or at scale
- You thrive in fast-paced, high-growth environments and can move fast while staying data-driven
- You have hands-on Shopify, ESP, and analytics experience plus a proven track record optimizing subscription programs
- Your DTC experience is <7 years or limited to B2B, marketplace, or wholesale channels
- You prefer to delegate over hands-on execution or shy away from analytics and metric tracking
- You need a fully built-out team or stable processes; this role requires building from the ground up in a fast-moving startup
Interview Process
Recruiter screen
Confirm DTC background, key metrics you've moved, and motivation for a VP-level role in supplements.
CEO/Founder conversation
Deep dive on DTC strategy, team building approach, and vision for scaling the brand. Expect questions on unit economics and channel strategy.
Functional conversation
Likely with head of product, design, or finance to assess collaboration style and execution rigor.
Case study / presentation
Present a 90-day DTC growth plan for the brand (based on data you'll receive pre-interview).
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.