Vice President, Growth Marketing

📌 Core Information

📌 Core Information

🔹 Job Title: Vice President, Growth Marketing

🔹 Company: Open Farm

🔹 Location: Remote, United States

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: July 3, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Remote

🚀 Job Overview

Key aspects of this role include:

• Architecting and evolving Open Farm’s full-funnel growth strategy across multiple channels
• Managing and optimizing performance across key paid channels to drive sustainable, profitable growth
• Building and leading a high-performing Growth Marketing team and agency partners
• Collaborating with cross-functional teams to develop compelling, on-brand messaging that drives acquisition and long-term affinity
• Partnering with influencers and eCommerce teams to align goals and budgets as part of a holistic acquisition strategy
• Working in a fast-paced, dynamic environment with a mission-driven, passionate team

ASSUMPTION: This role requires a strategic, data-driven mindset with a proven track record in growth marketing. The ideal candidate will thrive in a fast-paced environment and be comfortable with calculated risk-taking to drive growth while keeping customer focus and brand integrity front and center.

📋 Key Responsibilities

✅ Lead Growth Strategy & Optimize Retention

• Architect and continuously evolve Open Farm’s full-funnel growth strategy across various channels
• Lead strategic experimentation across creative, media mix, and audience targeting to accelerate growth, improve ROI, and maximize lifetime value (LTV)
• Own channel-level KPIs and optimize spend to drive sustainable, profitable growth while balancing direct response with brand-building initiatives
• Manage the overall growth marketing budget and investment strategy, ensuring efficient, scalable new customer acquisition while increasing brand awareness
• Leverage advanced tools, predictive models, and real-time dashboards to inform agile decisions around budget allocation, forecasting, and channel performance
• Champion a data-first culture through robust modeling, automation, and performance reporting that powers scalable, insight-driven growth
• Own and scale CRM and SMS programs, developing lifecycle strategies, segmentation frameworks, and automation that deepen engagement, boost retention, and grow LTV to support a healthy acquisition payback model

ASSUMPTION: The ideal candidate will have experience in full-funnel marketing strategy, channel optimization, and customer retention. They should be comfortable working with data-driven insights and tools to inform decision-making and drive growth.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 10+ years of high-impact growth marketing experience with a strong track record in direct-to-consumer businesses

Required Skills:

• Deep expertise in managing and optimizing multi-channel campaigns across Meta, Google Ads, podcasts, affiliate, direct mail, and emerging channels
• Strong experience with marketing mix modeling (MMM), multi-touch attribution (MTA), or incrementality analysis to inform strategic channel allocation
• Advanced financial modeling and data analysis skills (Excel proficiency required)
• Strong business acumen and a clear understanding of functional roles within a fast-growing DTC environment
• A bias for action, comfort with calculated risk, and a drive to exceed goals while keeping customer focus and brand integrity front and center
• A collaborative mindset, positive attitude, and willingness to roll up sleeves to support your team and the mission

Preferred Skills:

• Experience with marketing automation tools (e.g., HubSpot, Marketo)
• Familiarity with SQL or other database query languages
• Knowledge of the pet industry or related verticals

ASSUMPTION: The ideal candidate will have a proven track record in growth marketing, with a strong background in channel optimization, data analysis, and strategic decision-making. They should be comfortable working in a fast-paced, dynamic environment and driving growth through data-driven insights and innovative strategies.

💰 Compensation & Benefits

Salary Range: $180,000 - $250,000 USD per year (based on experience and industry standards for a VP of Growth Marketing role in the DTC space)

Benefits:

• Comprehensive healthcare coverage and RRSP plans with company match
• Great office culture with lots of adorable pets where your pet interrupting video calls or in-person meetings is the norm
• Discounted food, apparel, and insurance for your furry family members
• In addition to your PTO, we offer company-wide wellness days and personal days to support your wellbeing
• Volunteer days to give back to our community

ASSUMPTION: The salary range provided is an estimate based on industry standards for a VP of Growth Marketing role in the DTC space. The actual salary may vary depending on the candidate's experience and the company's internal compensation structure.

📌 Applicant Insights

🔍 Company Context

Industry: Pet food and treats, eCommerce, direct-to-consumer

Company Size: Mid-size (100-500 employees)

Founded: 2013

Company Description:

• At Open Farm, we are transforming the way people feed their pets, with a focus on producing premium, healthy food and treats, all ethically sourced from farm-to-bowl
• Headquartered in Toronto and with team members across the US, Open Farm is one of the fastest-growing CPG companies in North America
• We believe that the best foods are made with consciously sourced, top-quality ingredients from farmers and fisheries who believe in doing good for all animals and the environment

Company Specialties:

• Pet food and treats
• Ethical sourcing
• Premium quality ingredients
• Direct-to-consumer sales
• E-commerce platform

Company Website: openfarmpet.com

ASSUMPTION: Open Farm is a mission-driven company focused on producing high-quality pet food and treats while prioritizing ethical sourcing and sustainability. Working at Open Farm offers the opportunity to grow, develop, and thrive within a dynamic, fast-growing company alongside thoughtful and passionate individuals dedicated to their work and community.

📊 Role Analysis

Career Level: Executive (VP) level role with significant strategic and leadership responsibilities

Reporting Structure: Reports directly to the Chief Digital Officer, with potential for managing a team of growth marketing specialists and agency partners

Work Arrangement: Remote work arrangement with the flexibility to collaborate with team members and attend in-person meetings as needed

Growth Opportunities:

• Potential to build and lead a high-performing Growth Marketing team, driving execution across all channels while fostering a culture of curiosity, accountability, and continuous improvement
• Opportunity to maintain and optimize a healthy customer payback model across categories, channels, and customer cohorts
• Chance to set clear KPI goals and testing criteria for upper-funnel expansion and new channel exploration
• Ability to champion the customer experience in all decisions, ensuring strategies are aligned with audience needs and expectations
• Potential to build and nurture strong cross-functional relationships with internal teams, agencies, and local partners to execute aligned and scalable growth initiatives

ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to build and lead a high-performing team, drive strategic initiatives, and make a substantial impact on the company's growth and success.

🌍 Location & Work Environment

Office Type: Remote work arrangement with the flexibility to collaborate with team members and attend in-person meetings as needed

Office Location(s): Remote work, with team members across the US

Geographic Context:

• Open Farm is headquartered in Toronto, Canada, with team members across the United States
• The company operates in the competitive pet food and treats market, with a focus on ethical sourcing and sustainability
• The remote work arrangement offers flexibility and work-life balance, with the opportunity to collaborate with team members across the US

Work Schedule: Full-time position with a standard workweek, with the flexibility to work remotely and balance personal and professional responsibilities

ASSUMPTION: Working remotely for Open Farm offers the opportunity to balance work and personal life, with the flexibility to collaborate with team members across the US and attend in-person meetings as needed.

💼 Interview & Application Insights

Typical Process:

• Initial phone or video screen with the HR team to discuss your qualifications and fit for the role
• Subsequent interviews with the hiring manager and other team members to assess your skills, experience, and cultural fit
• Final interview with the Chief Digital Officer to discuss the role, company culture, and next steps
• Background check and reference check before extending an offer

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Data analysis and interpretation skills
• Leadership and team management skills
• Cultural fit and alignment with Open Farm's mission and values
• Understanding of the pet industry and related verticals

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience, skills, and passion for Open Farm's mission
• Prepare for behavioral interview questions that focus on your problem-solving skills, leadership experience, and cultural fit
• Research Open Farm's company culture, values, and mission to demonstrate your enthusiasm and alignment with the organization
• Be ready to discuss your approach to data-driven decision-making, channel optimization, and growth strategy

ATS Keywords: Growth Marketing, VP, Strategic Planning, Channel Optimization, Data Analysis, Team Leadership, Pet Industry, DTC, Full-Funnel Marketing, CRM, SMS, Retention Strategies, Brand Messaging, Influencer Marketing, eCommerce

ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, data analysis skills, leadership experience, and cultural fit. Applicants should be prepared to discuss their approach to growth marketing, channel optimization, and data-driven decision-making.

🛠 Tools & Technologies

• Marketing automation tools (e.g., HubSpot, Marketo)
• Data analysis and visualization tools (e.g., Google Analytics, Tableau)
• CRM and SMS platforms (e.g., Klaviyo, Attentive)
• Social media management tools (e.g., Hootsuite, Sprout Social)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The ideal candidate will have experience with marketing automation tools, data analysis and visualization tools, and CRM and SMS platforms. Familiarity with project management tools and social media management tools is also beneficial.

👔 Cultural Fit Considerations

Company Values:

• We Raise the Bar: We strive for excellence in all aspects of our work, continuously seeking to improve and innovate
• We Open the Barn Doors: We foster a culture of inclusivity, collaboration, and open communication
• We Graze Lightly: We prioritize sustainability and ethical sourcing in all our operations
• We Are Customer Obsessed: We put our customers at the center of everything we do, ensuring their needs and preferences guide our decisions
• We Are One Team: We work together, supporting each other and celebrating our collective successes

Work Style:

• Data-driven and analytical approach to decision-making
• Collaborative and inclusive team environment
• Focus on continuous learning and improvement
• Adaptability and flexibility in a fast-paced, dynamic work environment
• Passion for Open Farm's mission and commitment to doing good for animals and the environment

Self-Assessment Questions:

• How do you align with Open Farm's value of 'We Raise the Bar' and ensure high standards in your work?
• Describe a time when you demonstrated 'We Open the Barn Doors' by fostering inclusivity and collaboration in a team setting?
• How do you embody 'We Graze Lightly' in your approach to resource management and sustainability?
• Share an example of how you have put customers at the center of your decision-making process, demonstrating 'We Are Customer Obsessed'?
• Describe a situation where you exhibited 'We Are One Team' by supporting your colleagues and contributing to a collective success?

ASSUMPTION: Open Farm values candidates who align with their mission-driven culture and demonstrate a strong commitment to their values. Applicants should be prepared to discuss their alignment with Open Farm's values and how they embody these principles in their work.

⚠️ Potential Challenges

• Managing a remote team and maintaining a high-performing culture in a virtual work environment
• Balancing the need for short-term growth with long-term sustainability and ethical sourcing practices
• Navigating the competitive pet food and treats market and standing out amidst industry giants
• Managing budget constraints and optimizing spend across multiple channels to drive efficient, scalable growth
• Adapting to changes in consumer behavior, market trends, and regulatory requirements in the fast-growing eCommerce landscape

ASSUMPTION: The ideal candidate will be comfortable navigating challenges and adaptable to changes in the market, consumer behavior, and regulatory requirements. They should be able to balance short-term growth with long-term sustainability and ethical sourcing practices, while managing budget constraints and optimizing spend across multiple channels.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this position focuses heavily on data-driven decision-making, channel optimization, and full-funnel growth strategy
• The pet industry is highly competitive, with established players and new entrants vying for market share. Success in this role requires a deep understanding of the industry and related verticals
• Career progression in this role may involve building and leading a high-performing Growth Marketing team, with potential opportunities for advancement within the organization

ASSUMPTION: This role offers a unique opportunity to grow, develop, and thrive within a mission-driven, dynamic, and fast-growing company, alongside thoughtful and passionate individuals dedicated to their work and community. The ideal candidate will have a strong background in growth marketing, with a proven track record in channel optimization, data analysis, and strategic decision-making.

📝 Sample Projects

• Developing and executing a multi-channel campaign to drive customer acquisition and retention, with a focus on optimizing ROI and LTV
• Conducting a comprehensive analysis of Open Farm's customer data to inform segmentation strategies, lifecycle management, and personalized communication
• Collaborating with cross-functional teams to launch a new product line, driving brand awareness and customer adoption through targeted marketing campaigns

ASSUMPTION: The ideal candidate will have experience in developing and executing multi-channel marketing campaigns, conducting data analysis to inform segmentation and lifecycle management, and collaborating with cross-functional teams to launch new products. They should be comfortable working with data-driven insights and tools to inform decision-making and drive growth.

❓ Key Questions to Ask During Interview

• Can you describe the most significant growth marketing campaign you've led, and what were the key challenges and successes?
• How do you approach channel attribution and incrementality testing to optimize marketing spend and drive efficient growth?
• Can you share an example of a time when you had to pivot your strategy due to changing market conditions or consumer behavior? How did you adapt, and what were the outcomes?
• How do you ensure that Open Farm's brand messaging remains consistent and on-brand across multiple channels and touchpoints?
• Can you describe your experience with CRM and SMS programs, and how you've used them to deepen engagement, boost retention, and grow LTV?

ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, data analysis skills, leadership experience, and cultural fit. Applicants should be prepared to discuss their approach to growth marketing, channel optimization, and data-driven decision-making, as well as their experience with CRM and SMS programs.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the provided link
• Tailor your resume and cover letter to highlight your relevant experience, skills, and passion for Open Farm's mission
• Prepare for behavioral interview questions that focus on your problem-solving skills, leadership experience, and cultural fit
• Research Open Farm's company culture, values, and mission to demonstrate your enthusiasm and alignment with the organization
• Be ready to discuss your approach to data-driven decision-making, channel optimization, and growth strategy
• Follow up with the hiring manager within one week of your interview to express your continued interest in the role and address any remaining questions

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.