VP of Growth | Poppy & Peonies

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

The Recruitment Process

• Video screen with Talent Advisor from Bloom

• Video Interview with Natalie Dusome, Founder + CEO of Poppy & Peonies

• Second Video Interview with Steph, VP Operations & Natalie, VP Finance

• Reference checks

• Offer