What We Stand For and Where You'll Come In

The Farmer's Dog is looking for a Strategic Initiatives, Platform & Growth Lead to help lead and evolve our capabilities and offerings for our customers (and dogs!). Reporting directly into our SVP of Integrated Ecosystems, this person will work in close partnership with the CEO and senior leadership to help lead the incubation of new platform capabilities for TFD - researching markets, defining build/buy/partner strategies and mapping customer experiences.

This person comes with a rigorous analytical toolkit, operational instincts, entrepreneurial drive & has a track record of building & executing initiatives from launch through delivery successfully in high-growth environments. You will be highly cross functional across the business, turning early-stage ideas into exciting plans and executing on delivering real products and services that bring joyful experiences to our customers and dogs.

You will work across multiple new verticals simultaneously, each at a different stage of development, and serve as a thought partner and force multiplier for the CEO and senior leadership team. This is a high-impact role with the opportunity to shape how millions of dog owners experience TFD.

One Team: We don't think of ourselves as "Acquisition Marketers", "Engineers", "Data Analysts", or "Product Managers". Beyond denoting skill sets and areas of expertise, we don't think departments matter. We'd rather align ourselves to the goals we're working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER - getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically.

We are skeptical about everything and precious about nothing: Ideas can and should come from anywhere, and we aren't tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there's a better or more impactful way to solve problems.

We consider the customer journey in all of our decisions: We know that no interaction exists in a silo and therefore understand how important every single one is. We ensure our strategy sets prospective and new customers up for success and drives long-term retention. We answer questions and address problems early and proactively. We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically.

We Execute For Impact: We don't subscribe to "best practices" or "industry KPIs". We're uninterested in how we compare to "benchmarks"; instead we orient ourselves around being the best we can possibly be. Similarly, we don't subscribe to rigid or classical expectations of roles - i.e. acquisition is hyper-focused on improving customer retention and experience.

We Are Focused and Work Without Assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, "what's the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?". We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don't expect to be perfect the first time.
How You'll Make An Impact

• Serve as the primary translator of the CEO's vision for TFD's next growth by setting the strategy of initiatives, defining roadmaps, working cross functionally across the organization, building from inception through implementation and continuous iteration.
• Conduct deep research on adjacent markets, technology trends, regulatory considerations, and partnership opportunities by assessing ROI, defining revenue projections, attach rate modeling, and partnership economics across new platform verticals.
• Lead the research, design, and early-stage build of multiple new platform capabilities - each requiring its own build/buy/partner analysis, customer experience design, and commercial model.
• Closely partner across Engineering, Product, Data, Marketing, Finance, and Corporate Development to understand our current environment (systems, architecture & infra), customer journey design, go-to-market strategy and unit economicsServe as a thought partner to the CEO and senior leadership on emerging opportunities to define and opportunities that will help drive competitive advantage for TFD.
• Navigate ambiguity across technical, regulatory, and commercial dimensions simultaneously - this work spans data, services, and partnerships in categories new to TFD.
• Own a portfolio of CEO-level strategic initiatives requiring dedicated research, structured thinking, and rapid operationalization.
• Drive build, buy, and partner recommendations to the executive team including defining goals, success metrics and own execution.
• Deeply understand TFD's customers to ensure what is being built will continuously elevate the experience and is scalable as the company grows.

We're Excited About You Because

• You have 10+ years of experience with 3-5 years at a top-tier management consulting firm and a track record of leading complex strategic engagements.
• You have operating experience in a high-growth company and a track record of taking ambiguous, early-stage ideas from inception through execution - turning uncertainty into credible, deliverable plans.
• You have hands-on experience with build/buy/partner frameworks and platform business model design - you've run evaluations that resulted in real decisions, whether a signed partnership, a vendor selection, an embedded service, or a well-reasoned 'no-go'.
• You have strong quantitative and financial skills - you build business cases from scratch, model opportunity sizes, and are comfortable pressure-testing your own assumptions.
• You are an exceptional written and verbal communicator with the ability to absorb and distill complexity into simple terms that drive decision making for peers, executive and board audiences.
• You have deep curiosity and range - you can move fluidly across categories, synthesize across disciplines, and develop genuine conviction on unfamiliar topics quickly.
• You have low ego and high ownership - you thrive in environments where you are figuring things out without a lot of structure, and you treat ambiguity as an opportunity rather than a problem.
• You have a background in consumer health, digital health, or consumer wellness - TFD is bringing the best of human-side innovation into the pet space, and experience translating health concepts across categories is directly relevant.
• You have experience building and scaling consumer-facing platform businesses in health or wellness, with familiarity across the regulatory, technical, and commercial dynamics of the space.
• You love dogs.

Office Guidelines

We are an in-office culture, made of in-office people who thrive on the collaboration and magnetism of working in a shared space. We are seeking individuals who excel in this type of environment, where being present fosters deeper connections and engagement. We ask all team members to be in office 4 - 5 days a week to build a collaborative and invested environment to foster our unique in-person culture we are proud to have. This office policy is subject to change at company discretion.
A Few of Our Best Benefits

• Dog-friendly office in SoHo
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is USD annual and the compensation offered will include a robust market competitive package of base, bonus, and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

NYC Pay Range

$185,000-$195,000 USD