Senior Vice President Growth

Leading a team of ~18 FTE consisting of internal and external team members split into three teams: D2C, Subscription, and Amazon

As a member of the Executive Team, working closely with the founder to scale the overall organization and to establish operational processes such as quarterly goal setting and performance feedback sessions

Working closely with the investors to align on company strategy and new growth opportunities while fully owning the company’s e-commerce growth strategy and business case

Leading the business model and growth strategy transition from an unprofitable high revenue growth approach to a profitable CAC and CLV focused growth strategy, shifting focus to CAC stabilization and CLV improvements via a new subscription business model and strict focus on efficient new customer acquisition

Managing a D2C marketing budget of EUR ~6M and an Amazon marketing budget of EUR ~1M

Achieving 28% YoY growth in the main sales channel D2C YTD 2025 while building up the growth team via a hiring sprint and restructuring external agency support in key areas such as channel management and content creation

Increased monthly paid social (Meta) content creation output 3× by embedding AI tools into content creation processes (e.g., in-house developed Airtable tool for competitor ads analyses and automated scripting, LLMs for copy creation, AI video creation tools)

Reduced churn rate by 32% within 6 months while successfully implementing a portfolio-wide price increase to improve AOVs

Overachieved the original Amazon 2025 growth plan by 20% resulting in YoY growth of 50% and surpassing marketing efficiency goals (TACOS) by 3pp

Working closely with the product team to guide new product development efforts based on rapidly shifting market trends and competitor pricing

Owned full responsibility for D2C, new business models, operations, and internationalization, working directly with the Board on strategy development and implementation, and leading P&L for key areas

Scaled teams from <20 to +50 FTE across Berlin, Germany, and Zurich, Switzerland, assembling a high-performing senior leadership team, rolling out workflow and digital collaboration tools in a hybrid setup

Rolled out an OKR framework within 12 weeks, aligning +100 FTE including retail teams behind measurable goals embedded in company culture

Led M&A acquisition of a new brand (EUR ~2.5M yearly revenue) and post-merger integration covering team consolidation, product portfolio, operational processes, and culture, achieving 25% YoY revenue growth on a reduced cost basis

Achieved +250% YoY online revenue growth, realized cost efficiencies, and met key profitability targets

Scaled new marketplace verticals generating EUR +1M revenues within 12 months after launch

Achieved +50% YoY D2C channel revenue growth by developing and implementing growth marketing strategies and managing a seven-figure performance marketing budget, leading a team of six across paid search, paid social, influencer marketing, and CRM

Improved on-site web shop levers (check-out funnel optimizations, UX/UI testing) and marketing attribution methodologies by introducing attribution tools and post-purchase surveys

Built and led the BI function ensuring data availability for Finance, Marketing, Merchandising, and Operations teams

Owned and optimized operational budget, drove efficiency improvements and cost savings across warehouse and shipping, digitalization, and tech-enablement projects including an ERP system launch

Delivered operational excellence across Germany and Switzerland with 15 retail shops, two online stores, and three marketplaces, handling +200% YoY order volume growth

Created a new merchandising and purchasing process based on data analysis, increasing team efficiency by 50%, improving margins by +3pp, and reducing out-of-stock ratios by +15pp in key categories

Set up internal warehouse operations ahead of schedule, achieving +45% logistic cost run-rate savings and increasing online CM3 profitability by +15pp

Developed a three-year business plan and secured Board approval through effective communication

Drove strategy development with founders to increase user engagement and lifetime value, transforming the app from a pure yoga app to a lifestyle-focused app, achieving +100% YoY growth and +40% user retention YoY

Scaled organization from 19 to 71 employees in seven months, setting up departments including Marketing, Finance, Data, Content Creation, HR, and Customer Service

Introduced scalable processes and new ways of working, reducing employee churn by 70% within four months

Developed and implemented quarterly goal setting and performance review processes, improving employee satisfaction by 60% after six months

Implemented an internal reorganization across five departments, improving content production times by +40% and efficiency by 30%

Improved customer service efficiency by 40% while maintaining customer satisfaction and launching up- and cross-selling initiatives

Led a USD 18M real-estate development project coordinating joint-venture partners and securing USD 3M private equity and USD 6M credit lines

Negotiated unanimous buy-in to kick off the development project among multinational stakeholders including private and government groups

Spearheaded transformation from a non-profit to a market-oriented organization by developing and implementing a growth strategy in coordination with the Chairman