VP, Growth - Bobbie
San Francisco Bay Area, CA
About the Job
About Bobbie
Bobbie is creating a parenting culture of confidence, not comparison. And it starts with how we choose to feed our babies. We crafted our European style infant formula with purposefully sourced, organic ingredients to give parents a product they are proud to feed their babies, direct to their doorstep. Bobbie is proud to be the only US formula that is designed to meet both FDA and EU standards.
Although 83% of parents turn to formula in the first year of their baby's life, this is the silent majority that is often shamed for not being able to exclusively breastfeed. Co-founded by two moms and created by a team of mom scientists, nutritionists, pediatricians, and lactation consultants, the Bobbie team knows first hand that there is no one size fits all for feeding. With Bobbie, we hope you can Bottle Boldly.
The Role
We're seeking an experienced VP, Growth to lead the strategic growth of the Bobbie – responsible for harnessing the power of the Bobbie brand and direct-to-consumer base to accelerate Bobbie's growth trajectory. Responsible for the EComm business and Digital Marketing strategy, this executive leader reports directly to the CEO and will require strong cross-functional collaboration with retail sales, marketing, creative, operations, and external agencies.
Bobbie has been nationally recognized for our culture, leadership, and workplace practices. The VP, Growth will motivate and inspire a high-performing, cross-functional organization, balancing engagement and performance. This person will be responsible for creating a best-in-class digital consumer experience and will own all growth digital touch points.
Growth Strategy, Vision and Execution
- Develop and execute comprehensive growth strategies, with a strong focus on ecomm and direct-to-consumer channels
- Keen understanding of the intentionality of our product in our category, and is able to apply the power of customer loyalty and organic growth as core to our strategy
- Establish clear KPIs and metrics to track and evaluate the effectiveness of ecommerce initiatives and digital marketing channels to ROI goals
- Identify emerging trends and technologies in the ecommerce space to ensure a competitive advantage with a test & learn mindset
- Identify and capitalize on new market opportunities
- Analyze market trends and consumer behavior to inform strategic decisions
Revenue Growth and Sales Optimization
- Drive new customer revenue growth through the development and execution of effective growth marketing and sales strategies for all digital channels (Affiliate, Paid Search, Paid Social, Paid Influencers, CTV, Podcasts, Media Buys)
- Drive existing customer revenue growth through the development and execution of retention strategies to maximize LTV
- Drive the campaign calendar alongside marketing product launches to ensure a consistent focus on new revenue growth
- PNL management from revenue to media expenses including forecasting
- Own the data & customer analytics setup to easily make data driven decisions to maximize LTV, product journeys, attribution modeling, and understand incrementality
Site Optimization
- Collaborate with internal stakeholders: UX Creative Marketing to enhance website performance and optimize user journeys
- Conduct regular audits and analysis of website performance, identifying new technologies and customer experience improvements and implementing
- Foster a culture of continuous experimentation and optimization in DTC channels
Team Leadership and Development
- Lead and mentor a high-performing team fostering a culture of collaboration, growth, innovation, and continuous improvement
- Set performance goals, provide feedback, and ensure the team has the necessary resources to achieve objectives
- Identify talent gaps, recruit top talent, and implement training and development programs to enhance team capabilities
Executive Partnership and Vendor Management
- Develop deep partnerships across our executive team to execute a comprehensive growth strategy powered by a powerful brand and an omni channel presence
- Develop and maintain strategic partnerships with external vendors, agencies, and technology partners
- Collaborate with vendors to enhance ecommerce capabilities, leveraging new technologies to drive innovation
- Negotiate contracts, manage vendor relationships, and ensure proper SLAs are met
The Gray
- Be a team player, while only on the market for less than three years Bobbie is the third largest integrated formula brand.
- Take on gray areas of the business at the executive level that require oversight & management.
What we would like you to have:
- 15+ years of experience within the Retail and CPG industries, with extensive experience in DTC
- 10+ years in leading teams, including direct and indirect reporting relationships with technology, performance marketing and data/analytics teams.
- Proven track record of driving significant business growth and market expansion, particularly in DTC channels
- Strong analytical and strategic thinking skills
- People-focused leader, adept in identifying & developing top talent and building high-performance teams that increase productivity, improve performance across business functions, and drive bottom-lines
- Experience with CRM systems, marketing automation, and data analytics tools
- MBA or equivalent advanced degree preferred
- While position is remote, ability to travel regularly for team offsites and business meetings as necessary.
You're inspired by our core values:
- Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.
- Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.
- Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don't have to.
- Don't Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.
Compensation and Benefits:
Compensation
Alongside cash, our total compensation package includes comprehensive benefits and robust equity offerings. We believe all Bobbie employees should have an option to purchase ownership in the company and benefit from what we expect will be a lot of upside growth.
Benefits
- Competitive stock options
- 401k with employer match
- Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
- US-based remote work model
- Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
- 16 paid company holidays, plus an end of year holiday shut down
- 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
- One year subscription to Bobbie or Baby's Only
- $75 monthly internet stipend
- Co-working space reimbursement
At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.
Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.
