VP of Growth Marketing

Vyper Industrial is a family-owned, fast-growing direct-to-consumer brand that designs, manufactures, and ships consumer products from its facility in Green Bay, Wisconsin. The VP of Growth Marketing will own the entire DTC engine, including acquisition, retention, conversion, creative oversight, merchandising, product launches, media budgets, profitability, and team development across paid and owned channels.

Responsibilities:

• Acquisition across Meta, Google, Bing, YouTube, TV (linear and CTV), TikTok, Snapchat, Amazon, and whatever earns a test next. Some of it you'll direct through buyers and agencies, some of it you'll build from a standing start
• Retention across Klaviyo email and SMS, lifecycle strategy, segmentation, and the advocacy programs that turn one-time buyers into people who sell for us. You'll set the direction and hold the program to repeat rate, LTV, and margin
• Conversion on Shopify, working through our ecommerce manager on merchandising, offers, landing pages, and everything between the click and the checkout
• 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 beats media optimization is your call
• Own product launch GTM. As we scale, we will be adding more products to the pipeline. You'll build the playbook: pre-launch demand capture, launch offer, creative, landing page, email, paid support, and the read on whether it worked
• Own the freight and delivery promise. We ship heavy goods. Shipping thresholds, delivery expectations, and freight cost per order are conversion levers and margin levers at the same time, and most growth leaders have never had to think about either
• Own financing and payment options as a conversion lever. On a $600 chair, Affirm and Shop Pay Installments are not a footnote
• Own reviews, UGC, and social proof: how we generate it, where it lives on the site, and how it feeds back into creative
• Own giveaways and sweepstakes as a list-building and top-of-funnel engine, and prove out what those lists are actually worth
• Work with our brand and partnerships team on how licensing shows up commercially: which products, which audiences, which offers, and what the demand actually looks like
• Work with our influencer manager on creator and affiliate strategy, and hold that channel to the same incrementality standard as anything else
• Partner with finance on forecasting, planning, and contribution margin. Spend pacing is essential
• Partner with operations and demand planning so projections translate into inventory and we don't stock out
• Own DTC pricing strategy and navigate channel conflict as tool truck and retail scale. MAP, price parity, and what a Lowe's shelf does to our DTC customer land here
• Support B2B direct, tool truck, and retail with lead gen and marketing air cover, in partnership with sales
• Build, develop, and retain the growth team with clear goals and operating cadences
• Represent growth to leadership and the board with crisp communication and sound judgment

Requirements:

• 8+ years in DTC growth, exclusively consumer physical products. No SaaS backgrounds
• Deep, personal Meta experience at $750k+/month in sustained spend. You've run these accounts yourself and can manage a buyer with the authority that comes from having been in that seat
• Strong command of YouTube and TV strategy: how to plan it, brief an agency, and measure it incrementally. You need to know when you're being sold a bad plan
• Hands-on experience with Snapchat and TikTok with real spend behind it
• Total annual media budgets of $15M+ with accountability for blended efficiency
• Merchandising and promo offer strategy experience
• Real retention depth. You've owned lifecycle and CRM and can set direction for a retention lead
• Working knowledge of Shopify CRO: PDPs, landing pages, checkout, offer construction, site speed. You won't run tests, but you should look at a page and know what's wrong
• Amazon experience, running it directly or directing an agency, with a real view on growing the channel
• Creative intuition and process. You know what makes performance creative work and can push a team to iterate faster, from concept through landing page
• Analytical rigor. You think in systems and understand attribution and incrementality deeply. Fluent in Northbeam, experience with Prescient/Haus or similar
• Financial fluency. Contribution margin, MER, forecasting
• 3+ years leading people, building a team from a small base and bringing functions in-house
• Cross-functional leadership. You get things done through people who don't report to you
• Executive presence. You can structure ambiguity, report crisply, and hold your own in front of a board
• Higher-AOV considered purchases ($300+), consumer durables, furniture, tools, or automotive
• Genuine interest in the automotive / home garage industry
• Licensing or brand partnership experience
• Built MMM or incrementality infrastructure (Northbeam, Prescient, Triple Whale, geo-lift, holdout testing)
• Offer and price testing tooling (Intelligems or similar)
• Bootstrapped or profitability-focused company experience
• Retail, wholesale, or distributor channel exposure