VP of Growth - Fera Pets

About Fera Pets:

Fera Pets is a fast-growing women-founded pet wellness CPG startup dedicated to revolutionizing the pet care industry through holistic supplements. Committed to providing whole body-system solutions, each supplement is formulated by our veterinarian and co-founder to enhance the well-being and promote longevity of pets everywhere. Fera Pets was acquired by General Mills through their growth equity fund and have embarked on rapid growth. We’re looking for a strategic, analytical, and entrepreneurial VP of Growth & Consumer Experience to lead our next phase of growth. If you’re energized by fast-paced environments, passionate about optimizing customer journeys, and excited to build the future of pet wellness—this role is for you.

About the Role:

Reporting directly to the CEO, the VP of Growth will lead all revenue-driving efforts across digital and physical channels. You’ll own the full-funnel strategy—from acquisition to retention—and oversee performance marketing, eCommerce, lifecycle, brand, and sales teams. You’ll drive omnichannel growth, strengthen unit economics, build scalable systems, and create high-impact marketing campaigns. This is a hands-on, cross-functional leadership role at the heart of our brand’s expansion.

This position is based in Los Angeles, CA, but we welcome remote candidates who can travel once a month. 

Key Responsibilities:

Growth Strategy & Execution: 

• Develop and implement a data-driven omni-channel growth strategy aligned with Fera Pets' overall business objectives.
• Identify and prioritize key growth levers across the customer lifecycle, from acquisition to retention.
• Set ambitious yet achievable growth targets and track progress against key performance indicators (KPIs).
• Partner with Finance and Ops to forecast growth, track ROI, maintain supply chain resilience, and manage budgets across all channels.
• Analyze market trends, competitor activities, and customer insights to identify new growth opportunities.

Leadership & Team Management: 

• Lead and mentor the Sales and Marketing teams, fostering a culture of collaboration, innovation, and accountability.
• Set clear goals and expectations for team members, providing regular feedback and coaching to support their development.
• Attract, recruit, and retain top talent to build a high-performing growth organization.
• Manage departmental budgets effectively, ensuring optimal allocation of resources to maximize ROI.
• Collaborate with cross-functional leadership team including Ops, Innovation, Retail, and Finance to drive aligned, holistic growth across the business. 

Marketing Leadership: 

• Oversee all marketing activities, including digital marketing, content marketing, social media, email marketing, shopper marketing and public relations.
• Develop and execute innovative marketing campaigns to drive brand awareness, generate leads, and acquire new customers.
• Support go-to-market strategy for new product launches across all channels, ensuring alignment with consumer needs and growth targets.
• Optimize marketing spend across channels to maximize ROI and achieve customer acquisition cost (CAC) targets.
• Ensure brand consistency and adherence to brand guidelines across all marketing materials and communications.

Retail Sales Leadership: 

• Lead the sales team to achieve revenue targets and expand market share.
• Develop and implement sales strategies, processes, and tools to improve sales effectiveness.
• Build and maintain strong relationships with key customers and partners.
• Monitor sales performance, identify areas for improvement, and implement corrective actions.

Data Analysis & Reporting: 

• Establish and maintain a robust data analytics framework to track key growth metrics and identify trends.
• Analyze data to understand customer behavior, identify opportunities for optimization, and measure the effectiveness of growth initiatives.
• Prepare regular reports on growth performance for the CEO and other stakeholders.

Customer Experience: 

• Champion a customer-centric approach across all aspects of the business.
• Work closely with the customer support team to ensure a seamless and positive customer experience.
• Gather customer feedback and insights to identify areas for improvement in products, services, and processes.

QUALIFICATIONS:

• Bachelor's degree in Marketing, Business Administration, or a related field; MBA preferred.
• Proven track record of success in leading growth initiatives in a fast-paced, high-growth environment (ideally within the pet industry or a related consumer goods sector).
• 15 years of experience in marketing, sales, or business development, with at least 7 years in a leadership role.
• Deep experience across digital marketing, eComm, and omnichannel strategies
• Strong analytical mindset with strong data fluency
• Excellent communication, interpersonal, and presentation skills.
• Passion for pets and a strong understanding of the pet industry is a plus
• Experience with e-commerce platforms and subscription-based business models is a plus.
• Experience in a startup environment.

ABOUT FERA PETS:

Co-founded by veterinarian Dr. Michelle Dulake, Fera Pets creates high-quality supplements using science-backed ingredients with no fillers. Our vet-formulated blends combine Eastern and Western practices and are made in the USA in FDA-registered, GMP-compliant facilities. We're NASC-certified, PSC-accredited, and committed to sustainability and transparency—each batch is third-party tested with results published online.

We value authenticity, collaboration, and a roll-up-your-sleeves attitude. We are a small, action-oriented team. We foster a casual, fun environment, but are also proactive and efficient. We take pride in having excellent customer service. Our goal is to help all our beloved pets maintain a happy and healthy life.

SALARY RANGE:

$170,000 – $190,000 annually performance-based bonus 

Fera Pets offers a competitive compensation and Total Rewards package focused on well-being and flexibility. Benefits include medical & dental insurance, paid time off, maternity/paternity leave, remote flexibility, and a pet-friendly office in Los Angeles.