VP of Product

High Growth DTC Health & Wellness Brand

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The Opportunity

• Own and build the product function from the ground up.
• Partner directly with the Founder to shape the future direction of the business.
• Transition the brand from a single product focus into a multi-category, multi-SKU portfolio.
• Lead expansion into new verticals, including footwear.
• Develop a product strategy that drives repeat purchase, customer lifetime value, and long-term brand equity.
• Operate in a high-impact, build-and-scale environment with full ownership.

Key Responsibilities

• Define and execute the product vision and roadmap for the next phase of growth.
• Lead end-to-end product development from concept through to launch and scale.
• Identify and validate new product opportunities across wellness, recovery, and lifestyle.
• Drive expansion into new categories including footwear.
• Build a scalable and repeatable product development engine.
• Partner closely with performance marketing to ensure products are optimised for conversion and scale.
• Improve average order value, retention, and customer lifetime value through product strategy and bundling.
• Collaborate with manufacturers to optimise cost, quality, and speed to market.
• Align product strategy with supply chain and inventory planning.
• Establish product processes, systems, and operational structure.
• Build and lead the product team over time.

Team Leadership

• Hire, develop, and lead a high-performing product team as the business scales.
• Establish clear roles, responsibilities, and performance expectations.
• Foster a culture of speed, ownership, and accountability.

About You

• 8–15+ years of experience in product roles within DTC or ecommerce environments.    
• Experience operating within high-growth brands, typically $50M–$200M+ revenue or beyond.
• Proven track record of launching and scaling multiple successful consumer products.
• Experience expanding product lines beyond a single hero SKU.
• Strong commercial acumen across pricing, margins, customer acquisition cost, and lifetime value.
• Hands-on experience working with overseas manufacturers.
• Experience in footwear development is highly advantageous.
• Builder mindset with the ability to thrive in fast-paced, high-growth environments.
• Highly commercial and execution-focused with a bias for action.
• Comfortable working closely with a founder and making high-impact decisions quickly.
• Strong product intuition supported by data-driven decision making.
• Motivated by ownership, pace, and building a category-defining brand.
• Background in wellness, footwear, or high-growth consumer brands preferred.

Why This Role Matters

• Join at a pivotal stage with a clear trajectory toward significant scale.
• Build and own the entire product function from the ground up.
• Work directly with an ambitious and high-performing founder.
• Lead the launch of a new product category from inception.
• Influence the strategic direction of the business.
• Operate in a lean, high-velocity environment.
• Contribute to building a globally recognised brand in the wellness space.

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