Vice President of Growth

At Bulletproof, we craft products to awaken the potential in every coffee aficionado. And we strive to help them transform and build confidence to own tomorrow. We pioneered a category that fused wellness and performance, and we believe now is the time to reclaim our place as one of the most recognizable, talked-about, and culture-shaping brands in health and nutrition.

We are a passionate, entrepreneurial team building products that deliver measurable performance — from pure, clean coffee to functional mix-ins. Our products are distributed across eCommerce, Amazon, and retail partners nationwide, with a mission rooted in sustainability, uncompromising product quality, and consumer trust.

Bulletproof is backed by Grupo Mariposa, one of the fastest growing food and beverage conglomerates in Latin-America and part of Bia Foods, a nourishing alliance – a community of companies, partners and brands fostering innovation and well-being. Together, we’re expanding our reach while staying true to what matters: quality you can trust, benefits you can feel, and a daily routine that supports balance in body and mind.

The Opportunity

Bulletproof is entering its next phase of growth.

We are looking for a Vice President of Growth to lead the company’s growth agenda — integrating brand strategy, consumer insights, innovation, and omnichannel demand generation to accelerate the company’s trajectory.

Reporting directly to the CEO, this role will translate our long-term strategic roadmap into an integrated growth plan across brand, innovation, retail, marketplaces, and DTC. The VP of Growth will partner closely with the leaders of the revenue generating teams (Retail and eCommerce) to ensure the company’s brand, product pipeline, and demand architecture drive sustainable revenue growth.

This is not a maintenance role. It is an opportunity to help reignite a beloved brand, sharpen our growth strategy, build world-class marketing and innovation capabilities, and help lead Bulletproof on its path toward 3X revenue growth over the next five years.

What You’ll Do

Company Growth Leadership

Lead the company’s growth strategy and translate long-term vision into actionable plans that drive measurable business impact.

• Translate the company’s strategic roadmap into annual and multi-year growth plans.
• Identify and prioritize growth opportunities across categories, consumers, and channels.
• Align brand, innovation, and demand generation to support the company’s growth agenda.
• Establish clear growth KPIs and drive accountability across the organization.
• Partner with Retail, eCommerce, and Finance to ensure alignment between strategy and commercial execution.

Brand Leadership & Cultural Relevance

Reignite Bulletproof as a culturally relevant and distinctive brand.

• Develop and lead the brand strategy rooted in deep consumer insight.
• Create bold campaigns that drive awareness, conversation, and trial.
• Elevate Bulletproof’s brand identity and voice across all consumer touchpoints.
• Build meaningful brand partnerships and creator ecosystems that amplify reach.
• Drive PR, influencer strategy, and brand storytelling that strengthens Bulletproof’s cultural impact.

Consumer Insights & Category Intelligence

Ensure the organization operates with deep consumer understanding.

• Build world-class consumer insight capabilities.
• Lead segmentation, brand tracking, and consumer research programs.
• Identify emerging category and cultural trends.
• Translate insights into actionable growth opportunities across product, marketing, and channels.

Innovation & Portfolio Growth

Own the innovation roadmap that fuels long-term growth.

• Lead the development of Bulletproof’s 3–5 year innovation pipeline.
• Identify unmet consumer needs and translate them into breakthrough products.
• Develop innovation strategies that win across retail, Marketplaces, and DTC.
• Partner with R&D, supply chain, and commercial teams to bring innovations successfully to market.
• Ensure innovation reinforces Bulletproof’s leadership in functional coffee and wellness performance.

Omnichannel Demand Architecture

Design the demand generation system that fuels growth across all channels.

• Define the company’s omnichannel demand strategy across retail, Amazon, and DTC.
• Lead integrated marketing campaigns across digital, social, retail media, and emerging platforms.
• Drive experimentation across new marketing technologies, including AI-driven personalization, social commerce, creator ecosystems, and immersive content.
• Ensure brand storytelling and marketing programs translate into measurable demand.

Revenue Growth Management

Lead the strategic pricing and promotional architecture that drives profitable growth.

• Develop pricing, promotional, and pack architecture strategies.
• Analyze elasticity and optimize price realization across channels.
• Partner with Sales and Finance to maximize trade investment effectiveness.
• Ensure innovation and marketing investments translate into strong commercial outcomes.

Growth Partnerships

Work cross-functionally to unlock enterprise growth.

• Partner closely with the VP of Sales to support retail growth, shopper marketing, and launch execution.
• Partner with the team leaders to drive Amazon and DTC growth through integrated demand generation.
• Collaborate with R&D, operations, and supply chain to bring innovation to market effectively.
• Serve as a strategic partner to the CEO and executive leadership team.

Team & Culture

Build a high-performing growth organization.

• Inspire and develop high-performance teams across brand marketing, insights, and innovation.
• Champion a culture of curiosity, creativity, speed, and accountability.
• Foster collaboration across commercial, product, and operations teams.
• Be a visible, influential leader within the executive team.

What We’re Looking For

• 15+ years of leadership experience in consumer brands, CPG, wellness, or lifestyle categories.
• Proven track record of driving significant growth in omnichannel environments.
• Experience leading brand building, innovation pipelines, and integrated marketing strategies.
• Strong commercial instincts and the ability to connect brand and marketing investments to revenue outcomes.
• Deep understanding of modern digital marketing ecosystems including influencer marketing, retail media networks, paid social, SEO/SEM, and emerging platforms.
• Experience working across retail, Amazon, and DTC channels.
• Strategic thinker with strong analytical and data-driven decision making.
• Demonstrated ability to lead cross-functional teams and align organizations around growth priorities.
• Entrepreneurial mindset and comfort operating in fast-moving, high-growth environments.

Why Join Us?

This is a rare opportunity to take a pioneering wellness brand and help shape its next chapter. You will have the chance to:

• Reignite a category-defining brand
• Build a modern growth engine across brand, innovation, and omnichannel demand
• Lead bold product innovation and cultural storytelling
• Help unlock Bulletproof’s next era of growth

At Bulletproof 360, Inc. (“Bulletproof”), we welcome employees and candidates with different backgrounds and perspectives. We value and trust each other – including our differences – while remaining true to our mission of improving lives. We encourage a corporate culture of self-expression, asking employees to be authentic to themselves. Our team brings together their unique perspectives, experiences, and passions in the work they do because we believe diversity makes us stronger, together. 

Bulletproof aims to create a workplace that celebrates the diversity of our employees at all levels of the workforce without regard to age, race, color, sex, national origin, religion, sexual orientation, veteran status, gender identity and/or expression, disability or any other laws. We strive to take steps in our recruiting practices by promoting diversity and fostering inclusion throughout our interview and hiring process, working toward the goal of a diverse and inclusive workforce.

Annual base salary gross: $225,000 - $250,000. The base salary range represents the anticipated low and high end of the salary range for this position.  The base salary is one component of the total compensation package for employees. Other benefits include performance bonus program, generous time-off, flexible schedules, comprehensive health insurance (several options to choose from), 401k program with company match, paid parental leave, company paid disability insurance, and bulletproof.com store discount & credit.

Grupo Mariposa's mission is to nurture growth and foster sustainability within the global food and beverage industry. We are committed to excellence through disciplined management, innovative practices and dynamic culture that embraces change.

Grupo Mariposa is an equal-opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.