VP of Product

Role overview

CAKES Body is hiring a senior product leader to oversee the full journey from customer insight through retail placement. This person will help shape a streamlined, high-performing assortment that strengthens the business commercially and strategically. The role sits close to the top of the organization, and the impact of the decisions made in this seat will be felt quickly across the company.

Key performance areas

• Gross margin and contribution margin tracked by SKU
• Sell-through performance across channels
• Rate of launches completed on schedule versus the product calendar
• Share of total revenue coming from newly launched products
• Return rates and review ratings after launch
• Vendor cost results compared with targets
• Coverage and health of the innovation pipeline

Core responsibilities

Own the three-year product roadmap from end to end, using customer feedback, market trends, competitor launches, and white-space analysis to keep priorities sharp. Build and maintain the innovation pipeline by identifying adjacent categories and new formats that can expand the brand.

Lead SKU rationalization and product lifecycle decisions, including knowing when to discontinue items and trim the assortment with strong P&L discipline. Make sure new launches support the brand position and do more than simply fill an open gap in the market.

Work closely with creative and marketing teams so product stories, packaging, and claims align with campaigns and channel strategy. Partner with creative and legal to keep packaging architecture, copy, and claims accurate, supportable, and appropriate for retail partners and due diligence needs.

Drive seasonal merchandising planning, including assortment structure, launch timing, and channel-specific assortment strategy across DTC, Amazon, and wholesale accounts such as big box and specialty retailers. Define how products are allocated by partner, including which items are protected for DTC and which are built specifically for a channel.

Set the Amazon assortment approach, including exclusives and protections against DTC cannibalization. Own pricing strategy across all channels with clear accountability for margin. Collaborate with finance on product-level and total assortment P&L, costing targets, and contribution margin by SKU and by channel.

Manage the full product development cycle from consumer brief to launch, covering concept creation, sampling, costing, fit, specs, and on-time delivery. Oversee the product tech designer day to day, including construction, fit, tech packs, and PRDs, and write or maintain PRDs for all new launches and updates.

Handle vendor relationships end to end, including sourcing, performance management, compliance, and cost negotiation. Oversee packaging and materials documentation, ingredient or material standards, and all testing certifications and compliance records, while keeping renewal timelines and retailer-specific requirements on track.

Run the cross-functional launch gate process, including launch readiness reviews and go/no-go decisions with operations, finance, marketing, and creative. Keep the master launch calendar current and ensure milestone accountability across teams.

After launch, review performance data such as sell-through, returns, ratings, cannibalization, and margin versus plan, and use those insights to inform future briefs and roadmap prioritization on a regular cadence.

Develop a lightweight framework for material and sourcing standards that supports wholesale partner expectations and strengthens the brand in acquisition diligence.

What success looks like

This role is expected to combine strategic thinking with hands-on execution, operate comfortably in ambiguity, and help build the process where needed before running it consistently. The ideal person brings a strong commercial mindset, a collaborative approach with finance and operations, and the ability to balance aesthetics with profitability.

Application note

Interested candidates are asked to send a resume and cover letter by email.