Director of Growth

About Ripi:

Ripi is a chef-driven frozen pasta brand bringing restaurant-quality pasta to the freezer aisle. With bold, differentiated flavors and premium ingredients, Ripi is designed to elevate weeknight meals in minutes. Founded in 2025, we've scaled quickly to over 2,000 retail locations, including nationwide distribution at Whole Foods, Target and leading regional and independent grocers.

We're building a lean, high-performance team of operators who want to own meaningful parts of the business and help shape the future of frozen food.

Role Overview:

We're hiring a Director of Growth to own Ripi's entire demand engine, with direct accountability for retail velocity and marketing ROI.

This is not a traditional marketing role. There's no established playbook, no existing dashboard, no full-time team to inherit. You're building the commercial intelligence layer from scratch.

We already have strong organic velocity and a fractional team in place across organic social, paid social, retail media, video and design. What we don't have is a single internal owner who can tie everything together, measure what's actually working and build a repeatable system for accelerating velocity.

The core question this role exists to answer: when we do X, what happens to sell-through? Your job is to build the data infrastructure, run the experiments and develop the playbooks that let us answer that question with increasing confidence over time.

To be clear about scope: your job is to direct, measure and continuously improve the demand system. You won't be executing every channel yourself but you will own the strategy, prioritization and outcomes across them.

One reality worth noting: physical retail doesn't have the clean attribution of DTC. You won't always draw a direct line from a campaign to a scan (there are too many variables). We're not looking for someone who needs perfect data to act. We're looking for someone who builds directional signals from imperfect data, forms smart hypotheses and develops a playbook that gets sharper over time. And this role is as much about acceleration as diagnosis. When velocity is strong, the question is how to pour fuel on it; when it's soft, the question is why and what lever addresses it.

What You'll Own:

Data Infrastructure & Performance Visibility

• Build and own a performance dashboard that gives us a real-time view of velocity by retailer, region and store
• Develop the measurement framework that connects marketing inputs to retail outcomes, as close to 'when we do X, we expect Y' as the data allows
• Pull and interpret scan data and translate it into clear action
• Identify what's driving or limiting sell-through across accounts and build a point of view on what to do about it

Marketing Investment & ROI

• Own how marketing dollars are allocated across paid social, retail media, creators and partnerships
• Evaluate true incrementality; not vanity metrics but measurable impact on velocity and sell-through
• Continuously reallocate toward what's working by channel, region and SKU
• Manage external partners with KPIs tied to revenue outcomes, not impressions

Paid Media & Retail Media Strategy

• Own strategy across retail media platforms (WFMOA, Instacart, Roundel) and paid social
• Align media investment with retail priorities by account, region and SKU
• Build repeatable activation playbooks for new account launches, promotional windows and velocity acceleration campaigns

Fractional Team Orchestration

• Oversee all fractional partners across organic social, paid social, retail media, design and video
• Ensure creative and content outputs are in service of commercial objectives, not just engagement
• Align field sales and merchandising with marketing activation timing
• Lead go-to-market execution for new launches, major retail moments and other key marketing initiatives

What Success Looks Like:

• Velocity increases across key accounts in a measurable and sustained way
• We have a clear, shared understanding of what's driving sell-through and what isn't
• Marketing spend is efficient, predictable and directly tied to revenue outcomes rather than activity metrics
• A repeatable playbook exists: documented, proven and built to scale as we enter new accounts and markets
• The fractional team and sales broker are working in genuine alignment (demand and retail execution pulling in the same direction)
• Product launches and campaigns translate into real retail performance, not just content moments

Who You Are:

We're looking for a specific type of operator. You're likely 5-8 years into your career. Background is open and strong candidates might come from consulting, investing, a lean startup, CPG or DTC. What matters is the wiring, not the resume line

• You're analytical by nature. You reach for the data before forming an opinion and you know how to build systems that make data useful rather than just visible
• You think in causality, not correlation. "What actually caused that?" is a question you ask instinctively
• You're a builder. The absence of an existing playbook excites you
• You wear multiple hats without losing the thread. You can pull a velocity report in the morning, brief a creative partner at noon and sit on a broker call in the afternoon
• You're commercially oriented. You think in revenue and velocity, not impressions and follower counts
• You have high ownership instincts. You don't wait to be told what to do and you're comfortable being accountable for outcomes you don't fully control

Why This Role Matters:

Ripi has genuine product-market fit with strong organic velocity and major retailers onboard. We have the distribution, the capital, the product and the brand to win.

What we're building now is the commercial intelligence layer that turns strong distribution into compounding velocity. Most brands at our stage don't invest in this until much later. We think that's a mistake, and we think the brands that build a data-driven activation system early create a real operational moat.

This person will be a senior operator shaping how this company grows and has the opportunity to build something from scratch that actually matters. If you've been waiting for a role where you own something real, this is it.

Compensation:

Competitive base salary commensurate with experience, plus meaningful equity. We'll be transparent about the full package early in the process.