VP of Growth| Poppy & Peonies

Remote; San Francisco (CA); Remote; USD 225,000 - 275,000; Full time

Benefits offered by this job

Performance bonus

Paid vacation (4 weeks)

Health benefits

Menstrual budget

Product stipend

Home office allowance

Job summary

Poppy & Peonies is seeking a strategic VP of Growth to own the full customer lifecycle, from first touch to retention. This senior leader will build a high-performing team spanning new customer acquisition, ecommerce, and retention, with direct reports and ownership of TikTok Shop and other channels.

You will partner with executive leadership to drive growth strategy, align site experience and merchandising, and ensure the business optimizes lifetime value across the customer journey.

Qualifications

• 15+ years of growth and P&L ownership experience.
• Proven full-funnel growth leadership across DTC/retail or lifestyle brands.
• Experience managing directors/senior managers with channel ownership.
• Deep expertise in paid social, paid search, media buying, and performance marketing.
• Direct experience launching or scaling TikTok Shop and affiliate programs.
• Strong understanding of ecommerce fundamentals and retention strategy.
• Analytical mindset connecting data across acquisition, ecommerce, and retention.
• Track record of scaling revenue with data-driven strategy.
• Experience managing agencies, freelancers, and external partners.
• Executive presence with strong communication to leadership and board.
• Ability to balance strategy with hands-on leadership for new channels.
• Genuine interest in fashion, lifestyle, and community brands.

Responsibilities

• Own end-to-end growth strategy across acquisition, ecommerce and retention.
• Lead and develop Director of Retention and Director of Ecommerce.
• Oversee growth org structure, headcount planning, and team build-out.
• Build a culture of accountability, experimentation, cross-functional collaboration.
• Represent growth in executive and board discussions with clear investment rationale.
• Drive new customer acquisition across paid, owned, earned, and emerging channels.
• Lead paid media strategy across Meta, TikTok, Google, Pinterest, and others.
• Launch and scale TikTok Shop as a growth channel.
• Develop affiliate programs and creator partnerships for growth.
• Own acquisition metrics and drive efficiency and scale.
• Partner with Director of Ecommerce on site experience and conversion.
• Align ecommerce roadmap with broader growth strategy.
• Use performance data to inform acquisition and retention decisions.
• Partner with Director of Retention to maximize customer LTV.
• Set company-wide LTV and repeat purchase rate goals.
• Ensure the connective tissue between acquisition and retention for long-term value.

Skills

Growth & P&L

Full-funnel growth

People management

Paid marketing

TikTok Shop

Conversion optimization

Analytics

Revenue growth

Agency management

Executive presence

Hands-on leadership

Fashion interest

Job description

Hi, I’m Natalie Dusome, Founder and CEO of Poppy & Peonies, a fun and energetic brand that believes styles and function should co-exist. We’re passionate about creating practical pieces that help make life a little easier and lighten the load, literally.

Building Poppy & Peonies has been a wild adventure. The journey began when my daughter Poppy was born, and my accessories no longer worked with my new life as a mom; I needed bags with pockets and organization that looked cool and had functionality. I couldn’t find it, so I decided to create it, and in 2015 Poppy & Peonies was born.

We’ve come a long way in five years – from filling orders in my basement to appearing on Dragons’ Den, and now, expanding into new product categories and collaborating with some exciting influencers and brands. I’d be lying if I said it’s been nothing but smooth sailing, but thanks to our incredible community, we’ve never felt more loved and supported!

We believe in our responsibility to care for our environment, and we are passionate about preserving the health and welfare of our planet and the animals that live on it. All of our bags are made from high-quality vegan leather, and our entire product line is vegan, cruelty-free, and PETA-approved. We ship our products plastic-free, and we use a combination of recycled, compostable, and biodegradable materials to mitigate shipping waste. We are constantly looking for new ways to make our products and supply chain more sustainable to reduce our carbon footprint.

About the Role:

We are seeking a strategic, execution-savvy VP of Growth to own the full customer lifecycle, from first touch to retained, repeat customer. This is a senior leadership role responsible for setting the growth agenda for the business and building the team and infrastructure to execute against it.

As VP of Growth, you'll lead a team spanning new customer acquisition, ecommerce and retention, with Director of Retention and Director of Ecommerce reporting directly to you, alongside ownership of TikTok Shop and all new customer acquisition channels. You'll be the senior leader accountable for how the business grows, both in bringing in new customers and in keeping and growing the value of customers once they're in the fold. You'll report to the Co-founder and represent growth as a core pillar in company-wide strategy and investment decisions.

This leader will partner closely with executive leadership to drive growth, inspire cross-functional collaboration, and build a high-performing marketing team.

The Opportunity:

Growth Strategy & Team Leadership:

• Set the overall growth strategy for the business, spanning acquisition, ecommerce, and retention as one connected system rather than siloed functions

• Directly manage and develop the Director of Retention and Director of Ecommerce, setting goals, coaching performance, and ensuring alignment across their teams

• Own the growth org structure, headcount planning, and team build‑out as the function scales

• Build a culture of accountability, experimentation, and cross‑functional collaboration across the growth organization

• Represent growth in executive and board-level discussions, bringing a clear point of view on where to invest and why

New Customer Acquisition:

• Own the end-to-end new customer acquisition strategy across all channels, paid, owned, earned, and emerging

• 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 other external acquisition partners

• Lead the launch and ongoing scaling of TikTok Shop as an acquisition and commerce channel

• Build and grow an affiliate program and other emerging acquisition channels (creator partnerships, social commerce, marketplaces)

• Own key acquisition metrics (CAC, ROAS, MER, new customer growth) and be accountable for acquisition efficiency and scale

Ecommerce:

• Partner closely with and oversee the Director of Ecommerce to ensure the site experience, merchandising, and conversion strategy support both acquisition and retention goals

• Ensure ecommerce roadmap priorities (site experience, checkout, merchandising, platform investments) are aligned with broader growth strategy

• Use ecommerce performance data (conversion rate, AOV, site funnel behaviour) to inform acquisition and retention decisions

Retention & Customer Lifecycle:

• Partner closely with and oversee the Director of Retention to ensure post‑purchase, lifecycle, and loyalty strategies are built to maximize customer LTV

• Ensure retention strategy is informed by acquisition channel data, connecting who you acquire to how they're retained

• Own the connective tissue between acquisition and retention, ensuring the business optimizes for lifetime value, not just first‑purchase economics

• Set company‑wide LTV and repeat purchase rate goals in partnership with the Director of Retention

What You Bring to the Table

• 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

Location

• We’re seeking an exceptional candidate based in the US or Canada who values the flexibility of remote work while embracing the excitement of in‑person experiences.

• There will be occasional domestic and/or international travel for photoshoots, events, and team retreats.

Salary and Total Rewards

• Annual Salary ranges from $225,000-$275,000

• Performance bonus

• 4 weeks of paid vacation per year

• Health benefits coverage

• $250 annual period & menstrual budget

• $1,000 annual allowance towards Poppy & Peonies product

• $400 home office setup allowance

All compensation and benefit amounts are reflected in local currency (CAD/USD where applicable).

At Bloom, we see conversations around compensation as a continuous discussion. We encourage you to share your desired compensation early in the interview process, but we also understand that as you learn more about the role and the full benefits package, your expectations might evolve. Don't worry - there will be plenty of opportunities throughout the process to revisit and adjust those conversations if needed.

Our Commitment to you.

Like Bloom, Poppy & Peonies is proud to be an equal opportunity workplace. We are committed to equitable employment practices and do not discriminate on the basis of race, colour, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or veteran status. We’re looking for motivated, compassionate people who are excited to contribute, grow with the team, and support the values that Poppy & Peonies believes in. Poppy & Peonies is committed to developing an inclusive, barrier‑free recruitment process and work environment. Please inform us if you require any accommodation, and we will work with you to meet your accessibility needs. Requests for any accessibility‑related assistance can be made to [email protected]

We believe transparency matters, especially as technology evolves.

At Bloom, we may leverage AI as a supportive tool when developing role descriptions, interview questions, take home assignments, and interview guides, where appropriate, with the goal of improving clarity, consistency, and accessibility for candidates. However, we do not use AI to source, assess, screen, or interview candidates. Every application is reviewed by a human, every interview is conducted by a human, and all hiring decisions are made by people, not automated systems. Human judgment, care, and accountability are central to how we hire.

About Bloom

Bloom is a full-service workplace design consultancy representing Poppy & Peonies. We do not use fancy tech to search through resumes at Bloom; every resume is reviewed by a human to ensure that we attain a consistent and equitable interview process. You will directly join our client’s team if you are selected as the successful candidate. We look forward to seeing your application!