VP of Growth Marketing @ Vyper Industrial

We're a quickly growing DTC focused brand that grew from $0 to +$35M in less than 5 years. We design, manufacture, and ship everything from our new state of the art facility in Green Bay, Wisconsin. Roughly 80-90% of revenue is DTC through Shopify, with Amazon, B2B direct, tool truck, and retail (Lowe's, Costco, HD) growing behind it. With the product, brand positioning, loyal customer following, and opportunity in the market, we're looking for a VP of Growth to help scale us to $100m+.

The VP of Growth would own our entire DTC engine. Today that engine runs on a mix of internal creative talent and external specialists across Meta, Google/YouTube, TV, Amazon, and email. The systems are set up, processes are set up, and you'd inherit it all along with deciding what comes in-house and continue to build the internal team underneath you.

You will own the DTC numbers (MER, LTV, CAC, Contribution margin, full media budgets across all paid channels, etc). Creative is our biggest lever, so we have a fully built out internal creative team that you'd have oversight on.

This is not a channel management role. We need someone who's building out the current and future strategy, working directly with the buyers, being the glue between all platforms, and charging the team forward.

This position would report directly to the CMO.

This isn't a normal DTC VP of Growth opportunity. Vyper is similar to what Yeti was before they became "Yeti". High AOV product, great quality, owns the market, and tremendous amount of growth opportunities in DTC + retail. You will own the number. Reports to the CMO, sits on the leadership team.

If you're looking to be a part of a brand that everyone is talking about in 1 year, come join the Vyper team!

Day to Day

- Own growth strategy across DTC (Meta, YouTube, TV, Google, Bing, etc) and Amazon, with accountability for revenue, blended MER, LTV:CAC, contribution margin, and channel profitability
- Lead budget allocation and channel mix, balancing near-term efficiency against long-term brand investment
- Own merchandising and offer strategy: assortment, price architecture, bundles and kits, collection structure, and the promotional calendar. What we put in front of people and how it's priced matters more than media optimization.
- Own retention as seriously as acquisition. Lifecycle architecture, segmentation, repeat rate, and 60/90/365-day LTV.
- Drive creative testing velocity in partnership with our in-house creative team. Dozens of concepts, formats, and messages per quarter with a clear read on what won.
- Scale Snapchat and TikTok from a standing start, and pioneer new channels (OOH, podcast, direct mail, affiliate) with disciplined incrementality standards
- Support B2B direct, tool truck, and retail with lead generation and marketing air cover in tight partnership with sales
- Build the measurement infrastructure to make confident scale decisions across performance and brand channels
- Partner with finance on forecasting, planning, and contribution margin. Growth decisions here are P&L decisions.
- Build and retain a high-performing growth team with clear goals and operating cadences
- Represent growth to leadership and the board with crisp communication and sound judgment

What We're Looking For

Required:

- 8+ years in DTC growth, exclusively consumer physical products. No SaaS, no B2B demand gen, no lead-gen backgrounds. If your experience is pipeline and MQLs, this probably isn't the role.
- Has personally run Meta at $1M+/month in sustained spend. You should be able to describe what breaks at that level and how you fixed it.
- Has owned total annual media budgets of $15M+ with accountability for blended efficiency, not channel ROAS
- Deep retention ownership. You've built lifecycle programs from segmentation logic through flow architecture and owned repeat rate and LTV as primary metrics. Sending Klaviyo campaigns is not this.
- Hands-on Snapchat and TikTok with real spend behind it
- Merchandising experience. You've owned assortment, pricing, bundling, and promo strategy and can point to what it did to AOV and margin.
- Working knowledge of Shopify CRO. You won't run tests yourself, but you need to know what moves AOV and conversion rate: PDP structure, bundling, cart and checkout mechanics, offer construction, site speed.
- Strong analytical rigor. You think in systems, design experiments, and understand attribution and incrementality deeply. You can explain why platform ROAS and blended MER disagree and which one you act on.
- Financial fluency. Contribution margin, MER, forecasting. You partner with finance as a peer, not as a budget requestor.
- 3+ years leading people, with a track record of building a team from a small base and bringing outsourced functions in-house
- Creative intuition and process. You know what makes performance creative work and can push a creative team to iterate faster and smarter.
- Executive presence. You can structure ambiguity, report crisply, and hold your own in front of a board.

Bonus points:

- Higher-AOV considered purchases ($300+), consumer durables, furniture, tools, or automotive
- Real accountability for a linear or streaming TV budget alongside digital
- Built MMM or incrementality infrastructure (Northbeam, Prescient, Triple Whale, geo-lift, holdout testing)
- Amazon advertising oversight
- Bootstrapped or profitability-focused company experience. You've operated without a big team or a big-company playbook.
- Retail or wholesale exposure & how it ties into DTC
- Genuine interest in the automotive market