VP of Growth, Direct to Consumer
Remote, based outside the United States
Full time and permanent
Reporting directly to the founders
An established, profitable consumer products business generating approximately $85 million in annual revenue is looking for a VP of Growth to build the next major phase of its direct to consumer business.
The company was built without outside capital and has established significant scale across Amazon and major retail partners. Its Shopify business has grown nearly tenfold over the past year, while TikTok Shop is already generating meaningful revenue.
The foundations are in place. The opportunity now is to turn DTC into a much larger, highly profitable part of the overall business.
This is not simply a paid media or eCommerce channel role. You will own the full P&L for Shopify and TikTok Shop, with responsibility for taking the DTC business towards $18 million to $20 million in annual revenue.
What you will own
You will lead the complete DTC growth strategy across:
- Shopify and TikTok Shop
- Paid acquisition across Meta, TikTok and other channels
- Affiliate, creator and influencer programmes
- Website conversion, average order value and funnel development
- Email, SMS, subscriptions, retention and lifetime value
- Creative strategy and video content production
- Revenue, margin, acquisition efficiency and reporting
- Product opportunities suited to DTC and paid acquisition
- Hiring, developing and leading the DTC team
Amazon, wholesale, retail and other marketplaces sit outside this role, although the demand you generate may also increase sales through those channels.
The opportunity
The biggest priority is to build a large and highly productive creator and affiliate engine. The ambition is to develop a network of thousands of active creators producing a continuous stream of content.
You will then identify which content genuinely converts and use it across Meta and the wider acquisition mix. TikTok should become both a revenue channel and the creative testing engine for the entire DTC business.
You will also improve Shopify conversion, increase average order value, strengthen retention and introduce higher margin products designed specifically for DTC growth.
TikTok Shop is not yet profitable. You will improve its economics while measuring the wider value it creates through content, customer acquisition and demand across Shopify and Amazon.
The team
You will inherit an established team that includes a Director of DTC, website developer, affiliate manager, video editors and agency partners.
The existing team is capable and hands on. Your value will be providing the strategy, commercial leadership and experience required to scale the function significantly. You will have the freedom to strengthen the team and hire specialist talent where needed.
About you
You will ideally bring:
- Significant experience leading growth for a physical product DTC business
- Ownership of a Shopify P&L, contribution margin or equivalent commercial target
- Evidence of scaling DTC revenue materially, ideally into eight figures
- Strong command of Meta, performance creative and growth economics
- Experience building or leading affiliate, creator and influencer programmes
- A strong understanding of TikTok Shop and creator led social commerce
- Shopify conversion, retention and customer journey experience
- Experience building and leading multidisciplinary teams
- The ability to operate effectively in a fast, founder led business with little bureaucracy
- Fluent English and reliable overlap with US Eastern working hours
Experience in consumer products, housewares, health, beauty, food, beverage, baby, pet or another physical goods category would be valuable. Previous success generating demand from US consumers would also be highly relevant.
You do not need to be the deepest specialist in every channel. You do need the commercial judgement to decide what matters, set the strategy, build the right team and take responsibility for the outcome.
