VP of Marketing | Poppy & Peonies

About the Role

We are seeking an experienced and visionary Vice President of Marketing to lead our brand’s next stage of growth. This role is ideal for a senior marketing leader with deep expertise in creative strategy, social media, and brand storytelling. The ideal candidate is someone who thrives on building campaigns that not only resonate with customers but also strengthen long-term brand equity.

As VP of Marketing, you will oversee the full marketing function, from campaign ideation to execution, ensuring seamless integration across channels. You will be responsible for shaping the marketing strategy, scaling multi-channel initiatives, and bringing the Poppy & Peonies brand to life with consistency, creativity, and measurable impact.

This leader will partner closely with executive leadership to drive growth, inspire cross-functional collaboration, and build a high-performing marketing team.

The Opportunity

• Strategic Leadership & Brand Growth: Develop and execute marketing strategies that align with Poppy & Peonies’ brand vision and growth objectives. 
• Drive brand expansion into the US market, tailoring strategies to resonate with new customer bases.
• Enhance and maintain the brand identity, ensuring consistent messaging and storytelling across all channels.
• Identify and cultivate strategic partnerships, collaborations, and influencer/affiliate/UGC programs to elevate brand visibility and growth.
• Build channel pipeless that optimize existing channels, introduce new channels, and contribute to overall brand growth.
• Diversify revenue streams, monitoring and measuring revenue attribution. 
• Define and manage profitability benchmarks across channels, including Meta, Google, email, SMS, affiliates, etc.
•  Build and maintain spend models grounded in ROI, ensuring alignment with CAC, LTV, ROAS, and contribution margin goals.
• Campaign Creation & Execution: Lead the vision and direction of innovative, customer-centric campaign concepts
• Conduct customer research, trend analysis, and mood boarding to inform campaign storytelling.
• Create and implement comprehensive launch and go-to-market plans for new products and campaigns.
• Monitor and analyze the performance of marketing initiatives, reporting regularly to senior leadership and making data-driven adjustments.
• Creative Direction & Content Production: Lead the creative direction for all marketing materials
• Curate and produce creative assets needed for multi-channel campaigns, ensuring alignment with brand standards and objectives.
• Oversee all brand content to ensure cohesion, innovating and alignment with brand standards.
• Play a key role in expanding the brand’s global footprint, unlocking new markets, and ensuring omni-channel growth that strengthens Poppy & Peonies brand
• Team Leadership & Collaboration: Build, mentor, and lead a high-performing marketing team across creative, e-commerce and marketing, fostering a collaborative and innovative work environment.
• Provide clear direction, feedback, and professional development opportunities to support team growth and performance.
• Collaborate closely with design, e-commerce, and leadership teams to ensure seamless integration of marketing efforts with overall company objectives.
• Operations & Budget Management: Manage the marketing budget, allocating resources effectively to maximize ROI and campaign impact.
• Successfully and accurately track and manage all brand data, reporting, and pacing. 
• Build long-term Go-To-Market strategies that consider brand expansion, retention and overall business growth.
• Manage evaluation and selection of data tools that enable senior leadership to better manage, forecast, and report on the business.

What You Bring to the Table

• You are a senior marketing leader with proven success in the fashion or consumer products industry, combining both strategic vision and operational excellence.
• You bring a track record of building, scaling, and leading high-performing marketing organizations, including brand, creative, digital, and communications functions.
• You are a creative and brand-driven leader, with a keen ability to translate cultural and consumer insights into innovative campaigns that build enduring brand equity.
• You have a deep understanding of brand positioning, storytelling, and market differentiation, with experience driving global awareness and engagement.
• You possess a strong grasp of digital marketing, social media ecosystems, and emerging technologies, and can balance brand building with performance-driven growth strategies.
• You have extensive experience overseeing creative direction and execution, including large-scale campaigns, photoshoots, brand collaborations, and product launches.
• You are a collaborative cross-functional leader, skilled at aligning Marketing with Product, Sales, and Executive teams to achieve company-wide goals.
• You are an inspiring people leader, known for mentoring and empowering teams, fostering creativity, and driving measurable business impact.
• You are adaptable, resourceful, and able to navigate changing priorities with focus, creativity, and resilience.

The recruitment process

• Video screen with Erica, Talent Advisor from Bloom
• Video Interview with Natalie Dusome (Founder + CEO of Poppy & Peonies)
• Second Video Interview with VP Operations & VP Finance
• Reference checks
• Offer

Location

• We’re seeking an exceptional candidate based in Canada or the US who values the flexibility of remote work while embracing the excitement of in-person experiences.
• There will be occasional domestic and/or international travel for photoshoots, events, and team retreats. 

Salary and Total Rewards

• Annual Salary ranges from $225,000-$275,000
• Performance bonus
• 4 weeks of paid vacation per year
• 5 additional flex days
• Comprehensive flex benefits plan
• $250 annual period & menstrual budget
• $1,000 annual allowance towards Poppy & Peonies product 
• $400 home office setup allowance