About The Role

As VP, DTC Growth & Digital Product you will lead the full growth organization including performance strategy, Meta and Google acquisition, analytics and reporting, and ecommerce product/CRO, with LTV:CAC as the north star metric. This role oversees growth strategy, media investment, and digital product optimization, with a mandate to build a durable, diversified growth engine capable of scaling the business to $100M+ in annual revenue.

You will report directly to the President with functional head direct reports across growth, digital product and CRO. You will be responsible for setting strategy, and driving execution through the team. This is a highly hands-on role for a builder who can design systems, lead teams, and drive outcomes.

The Opportunity

This role offers full executive ownership of building the growth engine that will define the next phase of Thesis + Stasis. You will shape strategy, systems, and teams that scale the business to category leadership.

How You'll Make an Impact:

Own Growth & Revenue Outcomes

• Own end-to-end growth strategy to profitably acquire new customers and subscribers and rapidly scale while preserving and elevating brand equity
• Act as executive owner of customer acquisition and conversion performance
• Translate company-level revenue targets into channel, investment, and digital merchandising strategy.
• Drive efficient growth with clear CAC, LTV, ROAS, and payback.

Lead End-to-End Growth Strategy

• Define and evolve the full-funnel growth strategy across acquisition, and conversion.
• Oversee channel diversification beyond Meta, making strategic media investments to build awareness for the brand. Establish incrementality-driven investment frameworks and MMM ownership

Lead AI Transformation

• Set the AI vision and roadmap for Growth and E-commerce, tied directly to revenue growth, speed, and customer experience
• Build an AI-native operating model across creative, lifecycle, analytics, experimentation, customer research, and digital product
• Establish clear standards for adoption, quality, governance, and measurable business impact

Build Systems for Scale

• Establish attribution, analytics, and experimentation infrastructure
• Design operating cadences, dashboards, and performance reviews used by exec leadership and the team
• Build and lead a high-performing acquisition machine.

Scope of Responsibilities:

Growth Strategy & Channel Expansion

• Own the multi-year growth model connecting channel strategy to $100M+ revenue
• Identify and prioritize step-change growth levers across acquisition, investment, promotions and merchandising
• Lead channel expansion strategy and testing roadmap with clear kill/scale decision frameworks
• Reduce single-channel dependency while maintaining efficiency and scale
• Own real-time performance management against CAC, ROAS, payback, and margin goals; diagnose variance and redirect spend quickly
• Lead annual media-budget strategy and allocation at meaningful scale, including ownership of $20M-$25M+ in spend across performance and emerging channels
• Own visibility and customer acquisition inside AI-driven discovery, including AEO/GEO performance across LLM assistants, AI Overviews, and zero-click search experiences, treating it as a demand source rather than a technical workstream
• Partner with Retail and Amazon on national distribution, velocity modeling, and measurement of the DTC-to-retail halo as omnichannel scales

Creative Partnership

• Partner with creative strategy to establish the right testing velocity, learning agendas, and performance benchmarks
• Partner with the larger marketing team to align brand, performance, and lifecycle creative into a unified growth narrative

Digital Product & Conversion Optimization

• Oversee and direct Digital Product to optimize funnels, personalization, and merchandising
• Own the entire e-commerce tech stack. Responsible for staffing and maintaining the engineering function to deliver high-performance, compliant, quality digital shopping experiences
• Use growth insights to inform roadmap prioritization (SKUs, bundles, onboarding flows)
• Set a high bar for web aesthetics and customer trust, ensuring landing pages, PDPs, checkout flows, and digital experiences combine strong visual craft with measurable conversion performance
• Bring enough technical depth in web development and ecommerce architecture to challenge assumptions, scope solutions, and partner credibly with engineers

AI Strategy, Automation & Operating Leverage

• Own the AI roadmap for the Growth and Ecommerce organization, prioritizing use cases by revenue impact, cost savings, speed, and strategic advantage
• Build and scale AI-enabled workflows across creative development, media buying, CRO, customer insights, predictive analytics, forecasting, reporting, and decision support
• Personally prototype and build with modern AI tools; translate hands-on knowledge into scalable capabilities for the broader organization
• Deploy agents, automation, and internal tools that reduce manual work, accelerate testing velocity, and improve the quality and consistency of execution
• Partner with Product, Data, Engineering, Legal, and functional leaders to ensure AI systems use trusted data, protect customer information, and include appropriate human review
• Set clear expectations for AI fluency across the organization; hire, coach, and upskill leaders and teams to work effectively with AI as a core capability
• Measure adoption and impact through time saved, cycle-time reduction, output quality, incremental revenue, margin improvement, and speed from insight to action
• Maintain an informed view of emerging models, tools, and vendors; make disciplined build-versus-buy decisions and rapidly operationalize high-value capabilities

Team & Cross-Functional Leadership

• Build and develop senior leaders across growth functions
• Lead a lean, high-output organization spanning Growth and Media, Digital Product and CRO, analytics, and engineering partners
• Stay close enough to the work to inspect performance, challenge strategy, improve execution, and step in directly when leadership leverage is required
• Align Marketing, Retention, Product, Finance, Ops, and Brand against shared growth KPIs
• Manage agencies and external partners with clear accountability and outcomes

We're Excited About Your:

• 10+ years of progressive growth, ecommerce, or performance-marketing leadership experience, including executive ownership in a high-performing DTC business
• Demonstrated success running a scaled acquisition operation and owning a substantial annual media budget, ideally $20M-$25M+ across multiple channels
• Deep command of CAC, ROAS, LTV, payback, contribution margin, incrementality, attribution, and the real-time decisions required to hit growth targets
• Experience leveraging next-gen attribution for incrementality testing and MMM modeling (Haus, Prescient, Triple Whale, Northbeam)
• Deeply analytical and comfortable modeling first-order profitability and ROAS vs LTV
• A record of leading teams that produce high-performing landing pages, CRO programs, digital products, merchandising experiences, and trustworthy ecommerce creative
• Strong visual judgment and the ability to connect brand, customer trust, and conversion performance
• Experience scaling paid acquisition in a claims-sensitive or regulated consumer category, with real judgment on platform policy risk and how it shows up in delivery and cost
• Experience scaling a subscription-heavy consumer business, with a working understanding of how acquisition decisions show up in cohort LTV
• Hands-on technical fluency across ecommerce platforms, web development, experimentation infrastructure, analytics, and AI-enabled workflows
• Evidence of personally building with AI-not only evaluating vendors-including agents, internal tools, automated workflows, or customer-facing experiences
• Experience building effective, appropriately sized teams; comfortable operating with a lean organization and remaining close to execution
• Amazon marketplace experience and broader media ownership across channels such as CTV, OOH, print, or partnerships are valuable but not required

Success Metrics (Illustrative)

Quantitative

• AI-driven improvements in testing velocity, operating efficiency, and incremental revenue or margin
• Measurable reduction in blended CAC while scaling volume
• Reduced dependency on any single acquisition channel
• Site conversion rate and AOV improvement across both brands

Qualitative

• AI embedded as a practical, measurable operating capability across the growth organization
• Growth decisions grounded in trusted data and incrementality
• Strong cross-functional alignment and operating rhythm
• Growth org operating autonomously with executive-level rigor

A Few of Our Perks and Benefits:

• Competitive compensation with an exceptionally generous equity package
• Competitive Health, dental, and vision plans (including a 100% covered premium plan for all 3!)
• HSA, FSA and pre-tax commuter benefits for parking and transit
• Ancillary benefits through Talkspace, One Medical, Kindbody, Teladoc, Classpass and more!
• 401k to help you plan for the future
• Flexible PTO because we respect the need for work/life harmony
• $100 monthly wellness stipend for your wellbeing (e.g. massage, cryotherapy, psychedelic therapy, etc.)
• Unlimited (yes, unlimited) Thesis nootropics
• A strong emphasis on promoting from within and personal development
• A dog-friendly office located in the heart of Flatiron steps from Union Square and Madison Square Park
• Hybrid work model