VP of Marketing Poppy Peonies

📋 Description

• • Own the full P&L for marketing, translating founder-level vision into a bold, multi-year growth roadmap that will triple brand awareness and double revenue within 36 months while preserving the playful, planet-first DNA that customers adore.
• • Architect and execute a data-driven, omnichannel marketing strategy that spans Meta, Google, TikTok, Pinterest, email, SMS, affiliates, and emerging platforms; build channel-specific playbooks that balance brand storytelling with performance KPIs such as CAC ≤ $35, LTV ≥ $180, and blended ROAS ≥ 4.0.
• • Spearhead Poppy Peonies’ expansion into the US market—conduct segmentation studies, localize creative, negotiate retail partnerships, and launch region-specific campaigns that achieve 20 % share-of-voice in the first 12 months.
• • Lead end-to-end campaign creation: from customer insight mining and mood-boarding to final asset delivery; oversee seasonal drops, capsule collections, and influencer collaborations that generate earned media value 5× paid spend.
• • Serve as the creative north star—direct photoshoots, video content, and experiential activations across North America; ensure every touchpoint (site, packaging, pop-ups, PR) feels unmistakably Poppy Peonies: colorful, organized, cruelty-free.
• • Build and mentor a 10-person high-performing team across brand, growth, creative, and retention; institute OKRs, weekly retros, and a culture of experimentation where every team member owns a slice of revenue or engagement.
• • Establish rigorous budget governance—own a multimillion-dollar annual budget, allocate by funnel stage, re-forecast monthly, and present clear ROI narratives to the board; implement incrementality testing and MMM to validate spend.
• • Drive lifecycle marketing excellence—segment audiences by lifecycle stage, launch automated flows that lift repeat purchase rate to 35 %, and pilot subscription or membership models that create predictable recurring revenue.
• • Champion sustainability storytelling—translate PETA-approved vegan materials, plastic-free shipping, and carbon offsets into compelling narratives that resonate with Gen-Z and Millennial shoppers and differentiate against legacy leather brands.
• • Collaborate cross-functionally with Product, Ops, and Finance to align launch calendars, inventory planning, and margin targets; ensure marketing insights feed directly into next-gen bag designs and colorway decisions.
• • Institutionalize data excellence—select and manage BI tools, build executive dashboards, and create a single source of truth for attribution, cohort LTV, and channel incrementality that enables real-time decision-making.
• • Represent Poppy Peonies at industry events, creator houses, and sustainability panels; cultivate a network of tier-1 influencers, stylists, and media partners that keeps the brand culturally relevant 365 days a year.
• • Foster an inclusive, remote-first culture that prizes psychological safety, rapid iteration, and customer obsession; host quarterly in-person creative sprints and annual team retreats that bond the squad and spark the next big idea.