VP Consumer Growth, Fella Health

• Experience: You have 5+ years leading marketing at high-growth D2C companies, with clear ownership scaling past $100M/yr. You do not need healthcare experience. I have a strong preference for people who understand & enjoy the scary speed of a high-growth startup
• Brand: You’re superb at brand. You intimately understand your customer, nail positioning, and give compelling creative direction. There is a generational brand to be built in making Americans healthy again — it is your job to capture that zeitgeist
• Scientist: You’re maniacal about your metrics. You’re proactive when crafting experiments and have a clear process ****for generating & prioritizing ideas. You care a weird amount about your analytics stack and design experiments across the whole customer lifecycle which are both bold & have clear attribution
• Trenches: You don’t hesitate to get your hands dirty in the trenches. You’re not too pretentious or senior to grind it out when needed — in fact you miss the times when that was more of your day-to-day
• Strategy: You’re excellent in the trenches but you’re also the general at 30,000 ft deciding where to move the troops. You don’t get lost in the weeds and you always make sure we’re taking the required big swings. If you don’t, no-one will
• Hiring: You hate incompetence as much as me. You build a team of strictly A-players, and you truly mean it
• Excellence: You’re annoyingly capable at meta skills. You’re an autodidact with impressive speed and resourcefulness. You’re highly organized and can complete multiple projects concurrently. You calmly handle uncertainty and rapidly changing situations

Desirable

• As Head of Marketing at Fella & Delilah, your fundamental role is to nail a profitable growth machine so we can grow ~5% WoW, every week. I expect 10x growth in 2025
• You’ll lead a team which is rapidly scaling a robust, low-CAC growth engine that adapts to market changes. Our growth strategy must remain at the frontier of the rapidly changing consumer obesity market and we need an A* team to execute. You’ll lead us to 100k customers and beyond
• If you nail the role, you’ll be top candidate for GM of Fella & Delilah (the brands, within an overarching company)
• This is a full-time, fully remote role, and you’ll work mostly async in the timezone of your choice — as long as you’re around until midday Pacific Time for calls as needed
• This is a very senior role. You’ll report directly to me, Richie :) (our CEO). I’m intense, so you’ll also be intense
• Overall: Lead a team which is rapidly scaling a robust, low-CAC growth engine that adapts to market changes so we can profitably acquire 1 million customers by the end of 2026. Our growth strategy must remain at the frontier of the rapidly changing consumer obesity market and we need an A* team to execute
• You’ll work most closely with our Head of Growth (Dave Lane) who’s built our growth machine since 2021. You’ll lead everything in Marketing, so Dave will report to you
• Strategy: GLP-1s are a f*ing big deal. We’re in a remarkable & rapid period of change which will radically reshape the patient & cash flows in the healthcare system. We gotta stay on the frontier to avoid getting crushed
• Brand: Own our brand strategy, brand identity, and creative direction. There is a generational brand to be built in making Americans healthy again. It is your job to capture that zeitgeist
• Delilah: We’ve only recently launched our female-focused brand, Delilah. She is still very new and your job is to make her soar
• Tech stack: Tooling is changing rapidly & our numbers drive our decision making. You’ll own the decision on what stack to use and guide its implementation
• Ads + Creative: Lead the team which creates ad campaigns with superb creative that convert at low CAC. Build a high-performance in-house creative team that consistently produces bold ads that convert, taking big swings as well as guiding subtle optimization
• CRO + Lifecycle: Lead the team which maniacally think→test→optimize (both macro + micro) to improve conversion & referral. Execute new product launches, create channel-specific acquisition funnels based on the channel, and nurture leads via personalized journeys. Channel happy customers into brand advocates: writing reviews & referring new customers
• Organic + Social: Lead the team which expands our organic presence to be a trusted resource for both nurturing & TOF. Capture the zeitgeist and build a social media presence that slaps: plugged-in, on-brand, and bold — and on the right platforms. The overall goal is to build low-CAC, long-term-defensible organic channels
• Setting + Closing: Guide the running of a lean, high-performing sales org that has a high conversion rate to minimize CAC. Setting should be comprehensive and closing should be relentless