VP of Digital Growth and Commerce

Overview

This is the senior-most digital commercial leadership role at Cymbiotika. The VP of Digital

Commerce & Growth owns the strategy, organization, and performance of the entire digital

growth function - from how we build brand awareness to how we acquire, convert, and retain

customers across every digital channel.

You are accountable for the full revenue equation and the digital experience that drives it. You

will architect a unified omnichannel growth system - one where brand strategy, funnel

architecture, channel execution, and retention are designed to work together, not in parallel.

You will set the vision, lead the team, and own the outcomes.

The VP sets direction, builds organizational capability, removes obstacles, and holds the team

accountable to outcomes - operating at the level of strategy and leadership, not channel

execution.

Cymbiotika has the product, the science, and the momentum. What we need now is a senior

operator who can build the growth machine that scales it - with the strategic sophistication to

know that brand and performance aren't competing priorities, they are the same one.

Core Responsibilities:

Brand Strategy & Digital Positioning

• Define the digital brand strategy — establishing how Cymbiotika's clinical differentiation

and liposomal positioning are expressed across every channel and customer touchpoint,

and holding the team accountable to that standard.

• Develop audience-specific messaging frameworks that translate Cymbiotika's science

story into compelling, stage-appropriate communication — from top-of-funnel education

through conversion.

• Set the creative and content direction in partnership with the brand team, ensuring brand

narratives build trust and drive purchase intent at scale.

• Establish brand guardrails that maintain positioning integrity across DTC, Amazon, retail,

and paid media — even as channel-specific teams optimize for performance.

• Evolve Cymbiotika's digital brand strategy as the company expands into new audiences,

categories, and retail environments.

Omnichannel Funnel Strategy

• Architect Cymbiotika's full-funnel omnichannel strategy — defining how the customer

journey is structured from initial awareness through conversion, subscription, and

advocacy, and how each channel contributes to that journey.

• Assign clear funnel roles to each channel: what awareness looks like on TikTok and

Meta, how Amazon captures and converts mid-funnel intent, how DTC owns the post-

purchase relationship, how in-store retail is supported with digital activation at the point

of consideration.

• Ensure creative strategy, messaging, and offers are calibrated to funnel stage and

channel context — so every touchpoint is doing the right job at the right moment.

• Close the strategic gap between brand-building at the top of funnel and performance

marketing at the bottom, ensuring both are measured, optimized, and connected to the

same commercial goals.

• Establish feedback loops between retention and lifecycle data and top-of-funnel

investment — so acquisition strategy is continuously informed by what we know about

our best customers.

Commercial Strategy & Revenue Accountability

• Hold accountability for digital revenue performance across Cymbiotika.com, Amazon,

Target.com, Instacart, TikTok Shop, and emerging channels — with channel leaders

responsible for execution.

• Set the annual and quarterly growth roadmap — covering acquisition, conversion,

retention, and subscription MRR — and ensure the organization is structured and

resourced to deliver against it.

• Define the CAC/LTV framework and performance standards the team operates within,

and create the conditions for continuous improvement.

• Identify new revenue opportunities and channels ahead of the business — sizing them,

building the case, and directing the team to test and scale.

• Ensure promotional strategy, pricing integrity, and offer architecture are consistent and

deliberate across all channels.

Paid Acquisition — Strategic Oversight

• Set the paid media strategy and budget allocation framework across Meta, TikTok,

Google, and retail media networks — defining how investment is distributed across

funnel stages, not just channels.

• Establish the testing philosophy and creative direction the paid media team operates

within, ensuring continuous improvement in both brand resonance and performance

efficiency.

• Hold the paid media function accountable to CAC targets and blended ROAS, while

protecting the brand positioning that justifies Cymbiotika's premium.

Retention, Lifecycle & Subscription — Strategic Oversight

• Set the strategic vision for CRM, email, SMS, loyalty, and subscription — ensuring

lifecycle programs are an extension of the brand experience and are structured to grow

MRR and reduce churn.

• Define the segmentation and personalization strategy that enables the lifecycle team to

market to customers as individuals across their full journey.

• Direct partnership with product and ops on subscription offer development, bundling, and

pricing structures that grow LTV without eroding margin.

Marketplace & Retail Digital Activation — Strategic Oversight

• Set the commercial and brand strategy for Amazon — including how it fits into the

broader funnel, what the brand experience looks like on the platform, and what

outcomes the team is held to.

• Define the digital activation playbook for retail channel launches, ensuring awareness,

consideration, and in-store conversion are connected and resourced.

• Direct co-op and retail media strategy with key partners, ensuring those investments

reinforce brand positioning and deliver measurable lift.

Organization Leadership & Team Development

• Directly manage the Head of Digital Growth & Retention and other senior direct reports

— providing strategic direction, regular feedback, and clear accountability.

• Design and continuously evolve the digital marketing org structure as the business

scales, including headcount planning, role clarity, and capability gaps.

• Build a performance culture where brand thinking and commercial rigor coexist — with

high standards, clear ownership, and fast feedback loops.

• Evaluate and manage agency and freelance relationships at a strategic level, ensuring

external partners are aligned to brand and commercial priorities.

• Partner with the CDO on senior hiring decisions, org design, and capability investments

across the digital function.

Analytics, Attribution & Executive Reporting

• Define the measurement framework and KPIs that give the business visibility into digital

performance across the full funnel — from brand awareness through revenue.

• Partner with the Sr. Director of Data & Analytics on attribution modeling, MTA/MMM, and

cross-channel measurement strategy.

• Translate digital performance and strategy into clear executive narratives for the CDO

and leadership team — turning data into decisions, not just reports.

What We are Looking For

• 10 years in digital marketing, ecommerce, or growth leadership — with at least 4 years

in a senior role managing managers, owning commercial outcomes, and operating

through a team rather than as an individual contributor.

• Demonstrated success scaling a premium consumer brand across both brand and

performance — you understand they are the same strategy at different stages of the

funnel.

• Deep experience designing omnichannel funnel strategies: assigning channel roles,

aligning creative to funnel stage, and building measurement systems that connect brand

investment to commercial outcomes.

• Fluency across paid media, lifecycle/CRM, Amazon, and emerging marketplaces at a

strategic level — you know what good looks like in each channel well enough to set

direction, evaluate performance, and hold teams accountable.

• Proven builder of high-performing teams — you've designed organizations, developed

senior talent, and created cultures that perform without you in every room.

• Strong analytical foundation — comfortable with attribution frameworks, CAC/LTV

modeling, and the nuance of measuring brand impact alongside performance.

• Exceptional communicator who translates complex strategy into clear narratives for

executive, cross-functional, and external audiences.

• High agency, low ego — you move fast, decide with imperfect information, and take full

ownership of outcomes.

Nice to Have

• Experience with subscription commerce and MRR-driven growth models.

• Background in brands with a clinical, science-based, or ingredient-forward positioning.

• Experience building or scaling a retail media or omnichannel activation capability.

• Familiarity with advanced attribution tools (Northbeam, Triple Whale, Prescient, or

similar).

How We Measure Success

• Digital revenue growth across DTC, Amazon, and marketplace channels.

• Subscription MRR growth and churn reduction.

• CAC efficiency by channel with LTV maintained or improved.

• Paid media ROAS and blended digital marketing ROI.

• Conversion rate improvement across owned and marketplace properties.

• Brand health metrics and top-of-funnel engagement quality.

• Team performance, capability development, and organizational health.