Vice President of Growth, Bobbie
+ Equity
European-style organic infant formula
Be an early applicant
European-style organic infant formula
101-200 employees
Be an early applicant
+ Equity
101-200 employees
Company mission
To bring peace of mind to parents by shifting the scrutiny of how we feed to what we feed by providing parents with high-quality organic formula.
Role
Who you are
- 15+ years of experience within the Retail and CPG industries, with extensive experience in DTC
- 10+ years in leading teams, including direct and indirect reporting relationships with technology, performance marketing and data/analytics teams
- Proven track record of driving significant business growth and market expansion, particularly in DTC channels
- Strong analytical and strategic thinking skills
- People-focused leader, adept in identifying & developing top talent and building high-performance teams that increase productivity, improve performance across business functions, and drive bottom-lines
- Experience with CRM systems, marketing automation, and data analytics tools
- MBA or equivalent advanced degree preferred
- While position is remote, ability to travel regularly for team offsites and business meetings as necessary
What the job involves
- We're seeking an experienced VP, Growth to lead the strategic growth of the Bobbie – responsible for harnessing the power of the Bobbie brand and direct-to-consumer base to accelerate Bobbie’s growth trajectory
- Responsible for the EComm business and Digital Marketing strategy, this executive leader reports directly to the CEO and will require strong cross-functional collaboration with retail sales, marketing, creative, operations, and external agencies
- The VP, Growth will motivate and inspire a high-performing, cross-functional organization, balancing engagement and performance
- This person will be responsible for creating a best-in-class digital consumer experience and will own all growth digital touch points
- Develop and execute comprehensive growth strategies, with a strong focus on ecomm and direct-to-consumer channels
- Keen understanding of the intentionality of our product in our category, and is able to apply the power of customer loyalty and organic growth as core to our strategy
- Establish clear KPIs and metrics to track and evaluate the effectiveness of ecommerce initiatives and digital marketing channels to ROI goals
- Identify emerging trends and technologies in the ecommerce space to ensure a competitive advantage with a test & learn mindset
- Identify and capitalize on new market opportunities
- Analyze market trends and consumer behavior to inform strategic decisions
- Drive new customer revenue growth through the development and execution of effective growth marketing and sales strategies for all digital channels (Affiliate, Paid Search, Paid Social, Paid Influencers, CTV, Podcasts, Media Buys)
- Drive existing customer revenue growth through the development and execution of retention strategies to maximize LTV
- Drive the campaign calendar alongside marketing product launches to ensure a consistent focus on new revenue growth
- PNL management from revenue to media expenses including forecasting
- Own the data & customer analytics setup to easily make data driven decisions to maximize LTV, product journeys, attribution modeling, and understand incrementality
- Collaborate with internal stakeholders: UX Creative Marketing to enhance website performance and optimize user journeys
- Conduct regular audits and analysis of website performance, identifying new technologies and customer experience improvements and implementing
- Foster a culture of continuous experimentation and optimization in DTC channels
- Lead and mentor a high-performing team fostering a culture of collaboration, growth, innovation, and continuous improvement
- Set performance goals, provide feedback, and ensure the team has the necessary resources to achieve objectives
- Identify talent gaps, recruit top talent, and implement training and development programs to enhance team capabilities
- Develop deep partnerships across our executive team to execute a comprehensive growth strategy powered by a powerful brand and an omni channel presence
- Develop and maintain strategic partnerships with external vendors, agencies, and technology partners
- Collaborate with vendors to enhance ecommerce capabilities, leveraging new technologies to drive innovation
- Negotiate contracts, manage vendor relationships, and ensure proper SLAs are met
- Be a team player, while only on the market for less than three years Bobbie is the third largest integrated formula brand
- Take on gray areas of the business at the executive level that require oversight & management
Our take
Bobbie is a flexible, subscription-based, direct-to-consumer organic baby formula company. It’s estimated that as many as 5% of western women are unable to breastfeed, while around 60% of mothers in the US do not breastfeed for as long as they intend to.
Not only is the US lagging behind the EU in terms of quality, but the recent prolonged formula shortage has also created a significant barrier for parents trying to feed their infants.
Bobbie has developed a grass-fed cow milk-based “European standard” formula that’s also FDA-approved, the company has also launched “Bobbie Labs” a virtual laboratory that will fund infant feeding research and development.
The future will no doubt see more competition enter the domestic market, but Bobbie’s has a pricing and logistical advantage over more expensive European brands and has focused on company growth and quality assurance.
Freddie
Company Specialist at Welcome to the Jungle
Insights
92% employee growth in 12 months
Company
Funding (last 2 of 5 rounds)
Jul 2023
$70m
SERIES C
Mar 2022
$50m
SERIES B
Total funding: $141.5m
Company benefits
- GENEROUS TIME OFF - We work hard to shake the stigma. So really, take the time you need to recharge with family and friends so we can continue to take charge on this mission together
- BALANCE COORDINATOR - We have an in-house Balance Coordinator who is there to help alleviate the invisible mental load of our team members. The Balance Coordinator can help you with finding a tent for your wedding, arranging a grocery delivery, finding swim lessons, or planning your kid’s birthday party
- PARENTAL LEAVE AND RETURN TO WORK - We offer one year of parental leave. To help with the transition back to work, we offer flexible/part-time hours for parents returning back to work
- SUMMER FRIDAYS - From Memorial Day to Labor Day, every employee unplugs at 1pm on Fridays to soak up a few extra ounces of the weekend
- BREAST MILK AND BOBBIE - Traveling for work and breastfeeding? We'll cover 100% shipping on your breast milk. All employees are offered a one year subscription for their Bobbie babies. Have friends and family that love Bobbie? You'll be given a discount code to share for 20% off
Company values
- NURTURE THE TENSION - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners
- DON’T ASSUME - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice
- BE RADICAL - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good
- DELIVER OUNCE X OUNCE - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to
Company HQ
Panhandle, San Francisco, CA
Articles
Leadership
Laura Hughes
(CEO)They worked in Product Operations at Google before becoming Head of Hospitality at Airbnb. They are a Board Member at both Eat Real and TaskRabbit.
Sarah Hardy
(COO)They were a Senior Project Manager at Corcoran Sunshine Marketing Group, and then a freelance consultant. They worked in Airbnb's Strategic Planning and Operations division.
Share this job