Brief Description
FreshDirect is seeking a Vice President of Growth to lead our performance-driven, customer-centric growth strategy. This is a pivotal leadership role responsible for driving topline revenue through the oversight of Retention & Lifecycle Marketing, Performance & Digital Media, and the development of a data-informed, high-impact promotional strategy.
You’ll work in close partnership with the Analytics, Creative, Product and Integrated Marketing teams to identify and activate the most effective levers for sustainable growth. This role is for a nimble, curious, and analytical leader who is passionate about building and scaling growth systems in a highly competitive e-commerce space.
Key Responsibilities
- Lead all growth initiatives focused on driving topline revenue across new and existing customers, with a strong emphasis on ROI and customer lifetime value.
- Oversee Retention & Lifecycle Marketing creating segmented and personalized campaigns that deepen engagement and extend customer LTV.
- Oversee Performance/Digital Marketing across paid digital channels (search, social, programmatic, affiliate, etc.), ensuring optimal spend efficiency and CAC.
- Develop and implement a strategic and data-informed promotional strategy -- using discounts and offers as levers to influence desired customer behaviors, drive acquisition, reactivation, and retention in a profitable way.
- Collaborate closely with the Analytics team to identify actionable insights across cohorts, campaigns, and touchpoints. Use data to drive continuous testing, learning, and optimization and further increase LTV across audiences.
- Partner with the Product team to enhance site and app experiences that support conversion and engagement goals.
- Work hand-in-hand with the Creative and Integrated Marketing teams to ensure campaigns are cohesive, high-impact, and aligned with brand strategy.
- Identify creative, non-traditional, and cost-effective growth strategies—going beyond paid media and promos.
- Balance startup scrappiness with scaled execution -- move quickly, test frequently, and build systems for repeatable success.
- Be an empathetic and inspiring people leader, capable of developing and mentoring a high-performing growth team as well as across functions.
Qualifications
- 10–15+ years of experience in e-commerce/DTC growth, with deep expertise in performance marketing, lifecycle marketing, and promotions.
- Proven experience developing and optimizing promo strategies that balance growth and profitability.
- Strong analytical mindset and fluent in data -- comfortable using data to make decisions, build forecasts, and identify growth opportunities.
- Background in a fast-paced startup environment, ideally complemented by experience operating at scale.
- Excellent cross-functional collaborator with a proven ability to influence senior stakeholders and drive alignment.
- Highly strategic but equally comfortable getting into the weeds and executing.
- Experience in a relevant category (e.g., food, grocery, delivery, CPG, or consumer e-commerce) is highly preferred.
- Deep knowledge of LTV, CAC, churn reduction strategies, and CRM best practices.
- A natural problem solver who thrives in ambiguity and enjoys building.
- Exceptional leadership and team development skills -- empathetic, inspiring, and action-oriented.
- Must be based in NYC and available to work in the office five days per week.