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. The ideal candidate is a senior marketing leader with deep expertise in creative strategy, social media, and brand storytelling, who thrives on building campaigns that resonate with customers and 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 shape the marketing strategy, scale multi‑channel initiatives, and bring 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 pipelines 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 aligning 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 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 Talent Advisor from Bloom

Video interview with Natalie Dusome, Founder + CEO of Poppy & Peonies

Second video interview with Steph, VP Operations & Natalie, VP Finance

Reference checks

Offer

Location

Based in the US or Canada with remote work flexibility; 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

Health benefits coverage

$250 annual period & menstrual budget

$1,000 annual allowance towards Poppy & Peonies product

$400 home office setup allowance

All compensation and benefit amounts are reflected in local currency (CAD/USD where applicable).

Our Commitment to You
We are committed to equitable employment practices and do not discriminate on the basis of race, colour, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or veteran status. Poppy & Peonies is committed to developing an inclusive, barrier‑free recruitment process and work environment. Please inform us if you require any accommodation, and we will work with you to meet your accessibility needs. Requests for any accessibility‑related assistance can be made to sarah@buildwithbloom.com.

We believe transparency matters, especially as technology evolves. Human judgment, care, and accountability are central to how we hire. Our process is human‑led and focuses on fairness and consistency.

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