VP of Marketing

VP of Growth Marketing Location: Remote or Los Angeles, CA (Hybrid)
Reports To: CMO
Type: Full-Time
About Honeylove Honeylove is a fast-growing, female-founded intimates and apparel brand focused on creating thoughtfully engineered products that combine comfort, style, and confidence. Since launching in 2018, the company has built a strong direct-to-consumer business and continues to expand across channels.
Founded by performer and EDM artist Betsie Larkin, Honeylove first gained recognition for reimagining shapewear with functional innovation, then expanded into bras and other intimates with the same emphasis on fit, performance, and design.
Today, Honeylove is one of the fastest-growing brands in the category, generating over $200M in annual revenue with a team of roughly 100 people. Bras and shapewear are both core parts of the business, and continued innovation across adjacent categories is driving the company's next phase of growth.
About This Role The VP of Growth Marketing is a senior strategic leader responsible for defining the vision, setting the long-term strategy, and driving full-funnel customer acquisition across all paid and performance channels. This role owns Honeylove's multi-million dollar ads budget and is accountable for delivering efficient, scalable new customer growth in a highly competitive DTC landscape.
Honeylove's next phase of growth runs through this role. As VP of Growth Marketing, you'll work in close partnership with the CMO, co-CEOs and the broader executive team to shape not just the acquisition strategy, but the trajectory of the brand itself.
Responsibilities Define the long-term vision and channel strategy for all customer acquisition, spanning Paid Social (Meta, TikTok), Paid Search (Google, Shopping), Influencer/Creator, Affiliate, TV/Streaming/OTT, and Direct Mail, aligning all efforts with company revenue goals and efficiency targets.
Own the acquisition marketing P&L and multi-million dollar media budget, ensuring strong return on ad spend (ROAS), iROAS, and CAC efficiency across all channels.
Establish a rigorous, data-driven roadmap for continuous optimization, creative testing, and scaling of paid campaigns and always-on acquisition programs.
Own the strategy, execution, and optimization of paid social channels, including Meta and TikTok, managing a significant budget with a relentless focus on CAC efficiency, creative velocity, and audience scalability.
Build and scale Honeylove's influencer and creator program, identifying strategic partnerships that drive both awareness and measurable acquisition outcomes.
Oversee the affiliate program strategy, including partner recruitment, commission structures, and performance optimization.
Lead the planning and execution of TV, streaming, and OTT campaigns, developing measurement frameworks to assess incrementality and brand impact.
Serve as a senior cross-functional leader, collaborating with executive stakeholders across Retention, Engineering, Design, and Customer Experience (CX) to optimize the end-to-end acquisition funnel.
Cultivate a high-performing, test-and-learn culture within the growth team, implementing a rigorous A/B and incrementality testing framework to drive measurable performance improvements.
Manage and develop existing team members while actively recruiting to fill capability gaps and scale the team in line with business growth.
Leverage advanced analytics from platforms like Google Analytics, Northbeam/Triple Whale, and Sigma to deeply understand channel performance, identify growth opportunities, and inform strategic investment decisions.
Qualifications Minimum of 8-12+ years of progressive experience in performance and growth marketing, with significant expertise in scaling paid acquisition channels for a DTC or e-commerce brand.
Proven track record managing multi-million dollar media budgets across Paid Social, Paid Search, and emerging channels, with clear ownership of CAC and ROAS outcomes.
Demonstrated success in a senior leadership role, managing a team and owning a significant marketing budget in a fast-paced, high-growth environment.
Exceptional analytical and strategic planning skills, with a proven ability to use complex, multi-touch attribution data to define and execute high-impact acquisition strategies.
Deep expertise in creative strategy and the ability to brief, evaluate, and iterate on performance creative at scale.
Experience building and scaling influencer/creator and affiliate programs with measurable acquisition impact.
Familiarity with upper-funnel channels including TV, streaming, and OTT, including incrementality measurement approaches.
Superior communication, presentation, and collaboration skills, with the ability to influence and align senior stakeholders across the organization.
Expert-level familiarity with core marketing and analytics platforms, including Meta Ads Manager, Google Ads, Shopify, Northbeam or Triple Whale, Google Analytics, and Asana.
Ability to thrive in a highly dynamic, fast-paced environment, effectively managing competing priorities at an executive level.
Strong organizational and project management skills with meticulous attention to detail.
KPIs (Accountable For) New Customer Acquisition Volume
Customer Acquisition Cost (CAC)
Return on Ad Spend (ROAS) and iROAS by Channel
Media Efficiency Ratio (MER)
Contribution Margin on Acquired Customers
First-Order Conversion Rate
Paid Social CTR, CPM, and Cost Per Purchase
Paid Search Impression Share, ROAS, and Cost Per Conversion
Influencer and Affiliate-Attributed Revenue
TV/OTT Incrementality and Brand Lift Metrics