Vp Growth Marketing

Natura Market is a Canadian online grocer for better-for-you food: gluten-free, vegan, allergen-friendly, organic and high-protein brands that are hard to find in one place. We read the labels so our customers don't have to. We carry brands like Coconut Cult, Simple Mills, Momofuku, Siete and Goodles across pantry, snacks, beverages and a fast-growing frozen and refrigerated range. Since August 2024 we have been part of Revive Superfoods. The brand stands on four things: curation, belonging, access and honesty. Our working line is "Found for you."
The mission of this roleOwn the full-funnel growth P&L for Natura Market: every dollar we spend to acquire, convert and keep a customer, and the return on it. Make growth efficient, measurable and repeatable, with numbers the whole company can trust without asking twice. Build the growth function from a small, founder-led team into one that runs on its own.
What you'll ownAcquisition
Paid social and paid search: budgets, creative testing, bidding, landing pages and the agency relationships behind them.
Affiliate (CJ, Rakuten, Awin, Audiohook tests): partner mix, commission structure, fraud detection and CAC hygiene. We have recently cleaned up affiliate fraud and expect you to keep it clean.
Creator and UGC program: briefs, usage rights, performance tracking and the feedback loop into paid.
Retention and lifecycle
Email and SMS lifecycle (Klaviyo-style): welcome, replenishment, winback, VIP and campaign calendars.
Subscribe & Save: subscriber growth, churn and the SKU mix that keeps people subscribed.
Membership program and mobile app engagement, including push and in-app offers.
Conversion and site
CRO on our Magento store and in the app: product pages, search, cart and checkout. Mobile is about 74% of sessions, so mobile comes first.
Partnership with merchandising on promotions, bundles, free-shipping thresholds and on-site placement.
Analytics and measurement
GA4 and our BigQuery warehouse: event hygiene, channel P&L, cohort and LTV models.
Incrementality testing (geo and holdout) and an attribution approach that you can explain and defend.
Weekly growth reporting and the forecast: CAC, LTV, contribution margin, repeat rate, by channel and cohort.
Team, agencies and budget
Hiring plan and the first in-house growth hires;
management of paid-media and affiliate partners, some shared with Revive Superfoods.
The growth budget, its allocation across channels and the case for every change to it.
Brand partners and launches
Co-op funding and launch programs with the brands we carry, planned with merchandising and the content team.
First 90 days
Audit of channel P&L and CAC methodology, with one agreed definition of CAC, LTV and contribution margin that finance signs off on.
An incrementality baseline: at least one geo or holdout test on the largest paid channel, with results shared whether they flatter us or not.
A lifecycle map of email, SMS, app and S&S touchpoints, with the gaps and the first three fixes shipped.
Affiliate program review: partner-by-partner CAC, fraud controls and a cut list.
BFCM and holiday readiness: budget, creative, lifecycle calendar and the daily reporting we will run through the season.
A weekly growth report that the leadership team reads and trusts.
A hiring and agency plan for the first year, with costs.
Who you are
8+ years in growth or performance marketing for DTC or e-commerce, ideally in grocery, CPG or subscription.
You have owned a growth P&L and been accountable for the number, not just the dashboard.
You have built and managed a team and a set of agencies, and you know when to bring work in-house.
Hands-on with paid social, paid search, lifecycle and CRO. You can still open the ad account and the email tool yourself.
Comfortable in SQL and BigQuery;
you check the data behind a report before you present it.
You have run incrementality tests and changed budgets because of them.
You report honestly, including when the news is bad. No vanity metrics, no last-click stories.
Comfortable in a founder-led, scrappy environment where you set priorities and ship.
Low ego, high honesty, and direct in a way that makes people want to work with you.
Knowledge of the Canadian market;
French is a plus.
Nice to have
Experience with Magento or another enterprise e-commerce platform.
Experience launching or scaling a mobile app, a membership program or a subscription offer.
Creator and UGC program experience.
A genuine interest in better-for-you food and the brands we carry.
How we workWe are lean and founder-led. The marketing team today is small: Nour leads marketing, with a Content and Product Marketing Associate, UGC creators and partner agencies. You would build the
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