VP of Growth - DTC CPG Brand

The TL:DR - Who we’re looking for

We’re looking for a full-stack senior growth leader who has scaled a CPG / DTC brand to $75M+ in revenue, managed a cross-functional growth team, overseen millions in paid spend, has polished leadership qualities and is a deeply creative strategist.

Our ideal candidate has a deep understanding of how to drive growth organically (celebrity founder brand experience huge plus!), build repeatable, scalable systems for UGC, affiliates, and paid creative and has strong understanding of all paid channels.

We want someone deeply creative who is constantly brainstorming offers, campaigns, growth hacks and funnels, and then driving the team to enthusiastically launch, learn and iterate. You’re equal parts creative and analytical, you love using AI to work smarter and you deeply understand how to scale subscription revenue to build a CAC-to-LTV money machine.

About Lineage

Founded by Paul Saladino MD and Anthony Gustin DC, Lineage Provisions exists to make animal-based nutrition easy with a high standard for quality, nutrient-density, taste, and transparency, and to make the world's best products sourced from the world's best producers and farms.

💪 Why Lineage Provisions?

It’s time that someone give Big Food a Big Middle Finger.

We think that the majority of health products online are just a bunch of garbage with fancy labels trying to sell trendy items for a quick buck. We make the best products we possibly can to help humans eat like humans. We believe that animal-based nutrition is the cornerstone for proper human health. We exist to make adhering to this lifestyle easy and delicious.

We also are passionate proponents of regenerative agriculture. Regenerative agriculture is the only way we can produce food indefinitely. The vast majority of how we currently produce food is destroying our ecosystems which we depend on for survival. The more we support regenerative agriculture, the more we support a food system that can continue to feed people in the future. There is no other option.

Eating a hyper local and seasonal diet is the best way to approach nutrition, but the reality is most food is purchased in packaged form. We aim to drive a wedge into that industry by sourcing from the best farms, making the best products, and displacing those that cut corners and sell lies.

If we’re successful with Lineage Provisions, we will help transition farms from conventional to regenerative agriculture, all while nourishing the people who are supporting us to do so. And we need your help!

About the Role

We’re hiring a VP of Growth to own the entire growth engine at Lineage. This is not a channel role. This is not a “manage agencies” role. This is a build, lead, and scale the machine role.

You will architect and run a modern DTC growth system across:

• Paid acquisition
• Organic / founder-led growth
• Creative strategy
• Affiliate + partnerships
• Lifecycle + retention
• Offer + funnel design

You’ll lead a cross-functional team and be directly responsible for driving new customer growth, CAC efficiency, and LTV expansion.

What You'll Own

Growth Strategy & Playbooks

• Build and continuously evolve Lineage’s growth playbooks
• Design scalable systems for:
• Paid acquisition (Meta-first, multi-channel expansion)
• UGC + creator pipelines
• Affiliate / performance partnerships
• Founder-led organic growth (critical)
• Translate strategy into clear weekly execution + KPIs

Paid Acquisition At-scale

• Oversee multi-million dollar annual spend
• Drive performance across:
• Meta (core)
• Google / YouTube
• Emerging channels (TikTok, etc.)
• Optimize to contribution, not vanity ROAS
• Continuously push new audience + creative expansion

Creative Strategy Leadership

• Own the creative engine, not just performance
• Build repeatable systems for:
• High-volume UGC production
• Ad concept pipelines (hooks, angles, offers)
• Iteration velocity
• Partner tightly with content + founder to unlock scroll-stopping creative

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Founder-led Growth Flywheel

• Leverage and scale Dr. Paul Saladino’s platform
• Build systems that convert:
• Organic reach → leads → customers
• Launch and scale:
• Lead magnets
• Advertorial funnels
• “Blog ads” / whitelisting strategies

Offers, Funnels & Monetization

• Constantly ideate and test:
• Offers (bundles, discounts, entry points)
• Funnels (sample packs, subscriptions, lead gen)
• Improve:
• AOV
• Conversion rate
• New customer acquisition efficiency

Retention & LTV Expansion

• Build a subscription-first growth engine
• Drive:
• Repeat purchase rate
• Cohort LTV (30 / 60 / 90 day)
• Partner with Retention lea on:
• Email / SMS
• Post-purchase flows
• Retention campaigns

Team Leadership

• Lead and develop a high-performance growth org:
• Paid
• Retention
• Creative / Content
• Affiliates
• Brand / Partnerships
• Set clear ownership, KPIs, quarterly rocks and accountability
• Create a culture of:
• Speed
• Ownership
• Relentless iteration

You'll love this role if...

• You’re a scientist at heart—running structured experiments, learning from data, and iterating fast
• You love building funnels, testing offers, coming up with creative angles and iterating until you find winners
• Your’e a systems architect with a marketer’s brain
• You like to roll your sleeves up and build with your team
• You are comfortable giving direct feedback, driving results and pushing for excellence
• You can articulate a strategy, stand up and command a room, aligning others to your vision
• You give a shit about nutrition, real food, metabolic health and the environment

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• You thrive in a low-ego, fast-paced async environment where crisp communication wins

You'll hate this role if...

• You need a big team around you to get anything shipped
• You prefer managing agencies instead of getting your hands dirty
• You prefer “growth hacks” to sustainable, customer-centric growth
• You need a bunch of VC/investor dollars to scale a business
• You like meetings
• You need constant direction and guidance solving problems
• You are looking for a set career path
• You prefer doing the same repeatable tasks every day
• You operate from ego
• You are plant-based
• You like big corporate environments

Must-have Requirements

• 6+ years of DTC eCommerce Growth experience (CPG / VMS highly preferred)
• Expert understanding of building repeatable, scalable growth systems, not just paid ads
• Team leader and people manager, capable of driving channel-level performance
• Expert knowledge of how to efficiently scale new customer acquisition for a subscription-heavy CPG brand
• World-class creative strategist: can build frameworks for ad creatives, angles, hooks, messaging, understand landing page CRO best practices, etc.
• Shopify ecosystem expert (Platform functionality, apps, integrations)
• Expert knowledge of advanced DTC marketing metrics (nCAC, aMER, iROAS, etc)
• Experience leveraging next-gen attribution tactics / platforms for incrementality testing / MMM modeling (Haus, Prescient, Triple Whale, Northbeam)
• Very strong retention knowledge, especially around driving subscriber LTV / churn reduction
• Deeply analytical and comfortable modeling first-order profitability and ROAS vs LTV
• Write “24” in your application under “What’s your favorite number?” so we know you read this
• Ability to design and test landing pages, page components and UX/UI enhancements as part of an ongoing CRO process
• Can manage external agencies and contractors while owning outcomes
• Care deeply about health, food, and building a brand with integrity
• Prefer low-ego, remote, async work environments

Life at Lineage

Employee Benefits

We are extremely intentional about how we support our team as individuals. All our benefits contribute to your education, well-being, physical health, and self-improvement so you can be your best self.

• Competitive full-time salary with monthly profit-sharing
• Top of the line health care, vision and dental plans w/ employer matching
• Health and wellness perks that you actually care about…
• $200/month for local farmer’s market and food
• $200/month for gym membership or any personal fitness
• Free Kindle and unlimited free books
• $3k/year for continued learning, training programs
• $200/month in emotional/mental wellness
• Free Lineage products & friends & family discounts to share

Perks You'll Love

• You are treated like an adult. There is no work schedule or monitoring of hours. You create your own working environment.
• Unlimited time off
• Parent-friendly working environment
• Fully remote and location independent
• High growth potential and opportunity