Vice President(VP) of Growth

About Everyday Dose

Everyday Dose is a functional coffee company on a mission to help people feel better, think clearer, and perform at their best, without the crash that comes with regular coffee. We're a fast-growing, nine-figure D2C brand with a loyal, high-retention subscriber base, and we're scaling our retention function to match our ambitions.

About The Role

We're hiring a Vice President, Growth to own Everyday Dose's direct-to-consumer acquisition and retention engine. Reporting directly to the CEO, you'll lead paid acquisition, conversion, retention and lifecycle, creative strategy, and growth analytics—and be accountable for growth and cohort health as a single result.

The mandate is to drive aggressive new-customer growth while protecting what makes the business valuable: strong retention and customer lifetime value. We need a leader who understands that sustainable growth isn't simply about buying more volume. You'll build an acquisition engine that maintains or improves cohort quality as we scale while operating within a disciplined 12-month payback ceiling.

This is a senior leadership role with ownership of the DTC growth strategy and P&L, significant media investment, and a multidisciplinary Growth team spanning Performance Marketing, Retention & Lifecycle, Creative Strategy, and Growth Analytics.

This role is full-time and can be based at our Austin, TX headquarters or remotely within the U.S. Austin is preferred. Travel of up to 20% may be required for HQ visits, team offsites, and agency and partner meetings.

Requirements

WHAT YOU'LL OWN

You'll take primary ownership of the core pillars of our DTC growth engine:

Growth Strategy & DTC P&L: Set the annual and quarterly DTC growth plan, targets, and budget, owning new-customer volume, CAC, payback, and M3/M12 retention as one scorecard

Paid Acquisition & Media: Lead performance and upper-funnel media across paid social, search, TV/CTV, creators, and affiliates

Conversion & Funnel Performance: Own the customer journey from first impression through first order, including landing pages, offers, site experience, and subscription checkout

Retention & Lifecycle: Lead subscription onboarding, email and SMS, win-back, churn reduction, and broader lifecycle strategy with a focus on improving cohort retention

Creative Strategy: Direct creative strategy and testing across acquisition channels and build a repeatable process for briefing, testing, and scaling creative

Measurement & Growth Analytics: Own cohort-level reporting, incrementality testing, attribution, and the measurement framework behind growth investment

Team Leadership: Hire, develop, and lead a multidisciplinary Growth organization while partnering closely with Finance, Operations, Product, and Brand

What You'll Do

Set the growth strategy: Build the annual and quarterly DTC growth plan, establish targets and budgets, and manage new-customer volume, CAC, payback, and retention together rather than as isolated metrics

Own the DTC P&L: Maintain a clear view of growth performance and tradeoffs and communicate results and recommendations to the CEO and leadership team

Lead paid acquisition: Set strategy across paid social, search, TV/CTV, creators, and affiliates and allocate spend based on cohort quality and payback—not CPM or volume alone

Build the right media model: Manage agency partners, hold them accountable to clear outcomes, and determine which capabilities should be built in-house

Improve conversion: Own the path from first impression through first order and improve landing pages, offers, site experience, and subscription checkout without relying on deep or evergreen discounting

Drive retention: Lead onboarding, email and SMS, win-back, and churn-reduction programs with a focus on improving M3 and M12 retention by acquisition cohort

Connect acquisition and retention: Evaluate acquisition programs based on downstream retention and contribution, not simply first-order volume

Lead creative strategy: Build a structured, repeatable process for briefing, testing, learning, and scaling creative that attracts high-retention customers

Own measurement: Maintain cohort-level reporting, incrementality testing, attribution, and other measurement approaches needed to understand what's actually driving growth

Maintain budget discipline: Enforce the 12-month payback ceiling, establish clear decision rights for exceptions, and move quickly when CAC increases or cohort quality deteriorates

Build the team: Hire, develop, and lead the Growth organization with clear goals, high standards, and candid, timely feedback

Partner cross-functionally: Work closely with Finance, Operations, Product, and Brand on forecasting, inventory, pricing, launches, and other decisions that affect growth

What We're Looking For

12+ years of experience in growth, performance marketing, or DTC e-commerce, including 5+ years leading multidisciplinary Growth teams at the Director level or above

Experience personally leading a subscription consumable brand through 20%+ annual growth while maintaining or improving month-12 retention—and the ability to show the cohort data behind it

Experience at a DTC brand with $25M+ in revenue; experience scaling a business beyond $100M is strongly preferred

Deep command of cohort economics, including CAC, LTV, payback, contribution margin, and M3/M12 retention

Experience operating under a defined payback ceiling and the judgment to reduce spend when CAC or cohort economics no longer support continued investment

Hands-on knowledge across paid social, search, TV/CTV, creator, and affiliate channels

Experience with incrementality testing, media mix modeling, and attribution

Strong understanding of conversion metrics beyond CPM, including impressions-per-new-customer and first-order conversion rate

Deep subscription and lifecycle expertise across onboarding, email and SMS, churn reduction, and win-back

A retention-led approach to growth. You're focused on acquiring customers who stay rather than generating short-term volume through aggressive discounting or inefficient media

Strong creative judgment and experience building structured creative testing programs

Data-native and comfortable working directly in the numbers while partnering closely with analytics

Experience building strong in-house capabilities while holding agencies accountable to measurable outcomes

Strong executive communication skills and the ability to clearly communicate performance, tradeoffs, and recommendations to senior leadership and investors

A leadership style grounded in empathy, high trust, candid feedback, and high standards

Bachelor's degree in Marketing, Business, Economics, or a related field, or equivalent experience

NICE TO HAVE

Experience scaling a DTC brand beyond $100M in revenue

Experience within coffee, functional beverage, supplements, or another subscription consumables category

Experience leading Growth within a subscription-first business with significant recurring revenue

Experience balancing aggressive new-customer growth with long-term cohort retention and contribution economics

What Success Looks Like

Within your first two quarters, you've established a clear DTC growth strategy and operating rhythm across acquisition, conversion, retention, creative, and analytics. The organization has one