Director of Growth

About Plant People

Plant People is a rapidly expanding wellness brand in the US, founded by two friends inspired by the healing properties of functional mushrooms and herbs during their recovery from spinal surgeries. The company creates clean, tasty gummies that promote better sleep, focus, calmness, and overall wellness. Certified as B Corp and Climate Neutral, their products are available in prominent retail stores such as Whole Foods Market, Target, Erewhon, REI, Sprouts, JetBlue, among others nationwide.

Our Culture and Values

• We actively engage and take ownership in every task, whether it's launching products or last-minute projects, approaching challenges with a problem-solving mindset.
• Our decisions blend storytelling and data analytics, balancing creative vision with measurable performance and adaptability.
• We are passionate about wellness, the environment, and our customers, committed to building a better way to promote wellbeing.
• Attention to detail and quality underpins our brand trust and loyalty.
• Communication is open and collaborative, encouraging feedback and mutual respect even in disagreement.
• Continuous learning and curiosity keep us aligned with cultural and scientific developments.

Role Overview

The Director of Commerce Growth will lead the profitable expansion of our digital commerce platforms including DTC, Amazon, TikTok Shop, and new emerging channels. This leadership role involves devising strategies for customer acquisition, social commerce, subscription growth, lifecycle marketing, and conversion optimization. Success requires integrating and maximizing customer value across platforms rather than isolated channel growth. Ideal candidates will have experience scaling consumer brands from approximately $10M to over $50M in revenue and staying ahead of evolving consumer behaviors.

Key Responsibilities

• Lead profitable growth initiatives across digital commerce channels such as DTC, Amazon, TikTok Shop, and emerging platforms.
• Develop and implement strategies to enhance customer acquisition, retention, and lifetime value.
• Identify and capitalize on new growth opportunities in a rapidly evolving shopping landscape.
• Manage external agency and contractor partnerships that support growth objectives.
• Oversee paid marketing strategies on major platforms including Meta, Google, TikTok, continuously testing and optimizing creative elements for effectiveness.
• Balance marketing efficiency metrics such as CAC, MER, payback period, and profitability.
• Lead growth and experimentation in social commerce and affiliate partnerships, staying up-to-date with AI-driven shopping and new commerce trends.
• Drive subscription growth through lifecycle marketing efforts focused on onboarding, replenishment, loyalty, and re-engagement.
• Optimize conversion rates across Shopify, Amazon, and other online commerce experiences using data-driven insights.
• Provide detailed growth reporting, forecasting, and data analytics to inform strategy and measure performance.

Requirements

• Minimum of 5 years leading growth, digital commerce, or performance marketing in a fast-growing consumer brand.
• Proven track record growing a consumer business from about $10M to $50M+ annual revenue.
• Expertise in Meta (Facebook/Instagram) advertising and performance marketing.
• Strong understanding of Google, TikTok, and other emerging digital acquisition channels.
• Experience in managing commerce ecosystems including Shopify, Amazon, and social commerce platforms.
• Familiarity with subscription-based business models and managing lifecycle marketing programs (Email, SMS) using tools like Klaviyo, Attentive, and Skio.
• Knowledge of Shopify optimization tools such as Rebuy and Replo.
• Management of paid media budgets exceeding $5 million annually.
• Strong analytical skills and financial insight with attribution platforms like Triple Whale or Northbeam.
• Ability to drive aggressive growth while maintaining long-term profitability.
• Excellent leadership, communication, and project management capabilities.

Benefits and Perks

• Equity participation program to share in the company’s future success.
• Competitive salary with comprehensive paid time off including vacation, PTO, sick days, and parental leave.
• Company-subsidized medical, dental, and vision insurance programs.
• 401(k) retirement savings plan and Dependent Care Flexible Spending Account.
• Annual summer work-from-anywhere policy in August.
• Additional vacation days and sabbatical options for long-tenured employees.
• Wellness reimbursement covering gym memberships, groceries, meditation, and more.
• Quarterly mental health days offered company-wide.
• Free product and discounted pricing for friends and family.
• Regular team-building activities, offsite events, and social gatherings.
• Flexible hybrid work environment promoting work-life balance.
• Opportunities for ongoing career development and growth within the company.