# US VP of Growth & Country Manager > Birdman · Guadalajara, Mexico (Hybrid) · Full-time · Posted 2026-04-15 **Workplace:** hybrid **Department:** People ## Description ### **The Challenge 🦅** We built the largest and most successful health and wellness brand in Mexico—scaling to $100M+ in a market ~11x smaller than the US. Now we are scaling the US from $10M to $300M in the next 5 years. We have the platform, the products, and the resources to win. What we are looking for is a **VP of Growth who will act as US Country Manager** and has **already built and scaled a business at this level—and is ready to do it again**. This role owns the US business end-to-end across **growth, marketing, commercial, and operations**, operating as the de facto leader with full accountability for outcomes. We are specifically looking for leaders who: - Have **already scaled a consumer/CPG business to meaningful scale (ideally $100M+)** - Know what it takes to go from **traction to scale to category leadership** - Are willing to **commit the time, energy, and intensity required to build at this level** - Bring a **strong instinct to win and get things done** - Balance entreprenurial drive with long.term thinking and operational excellence to lead growth, marketing, b&m sales and operations. The opportunity is to **replicate a proven model in a significantly larger market**, scaling the US from $10M to $300M+ in ~5 years, while building and leading the organization from the ground up. We offer a **competitive base salary and performance incentives aligned with top market standards**, along with **meaningful equity upside (phantom stock)** tied directly to the value created as the business scales. 👉 This is designed for individuals who want to **build again—and have meaningful participation ($) in the value they create**. **This is not for everyone—and it’s not designed to be.** ### **The Brand 🪴** Birdman is a high-growth **health and wellness company** building the future of **clean, plant-based, and sustainable nutrition**. We are driven by the belief that performance and wellbeing should not come at the expense of animals, health, or the planet. Over the past 10 years, we have built **Mexico’s leading health and wellness brand**, scaling to **$100M+ in revenue** with strong profitability and consistent execution. What differentiates Birdman is that the core pieces required to win are already in place: - **Proven track record** of building and scaling a category-defining brand through winning products, operational excellence, and strong brand equity - **Winning products** with strong consumer validation, high repeat purchase, and best-in-class taste - **Vertically integrated manufacturing**, providing cost, quality, and speed advantages - **Established supply chain and operational infrastructure**, ready to scale without incremental capex - **Strong cash flow from a profitable core business**, funding US and international expansion - **Access to additional capital if required**, providing flexibility to accelerate growth - A **high-performance team in Mexico**, supporting product, operations, and execution We are now bringing this platform to the United States—not as an experiment, but as a **scaled replication of a proven system in a significantly larger and more competitive market**. 👉 **Winning in the US requires a different level of execution—and a team of exceptional operators to make it happen.** ### **Role Summary** We are seeking a **VP Growth & US Country Manager** to build and lead Birdman’s US business.This role owns the **full US P&L** and is responsible for scaling the business across: - Growth (Amazon, DTC, TTS, Performance Marketing) - Brand Marketing (Brand + Experiential + Social & Content + Creative Marketing + CMI) - Brick and Mortar Strategy and Sales (All channels) - Operations (in coordination with MX team) 👉 This is a **general management role with a growth-first bias**, where demand generation is the primary driver of scale. ### **Key Responsibilities** - **Build and lead the US organization**: hire top talent, develop leaders, and establish a high-performance, high-accountability culture - **Own the US P&L**: define strategy and drive revenue, profitability, and efficient scaling - **Lead growth (core driver)**: scale DTC, Amazon, and emerging channels with strong unit economics and performance discipline - **Lead marketing end-to-end**: oversee both performance marketing and strategic brand building, creating a brand that connects with consumers beyond functional product benefits - **Own commercial & B&M expansion**: lead retail strategy, partnerships, and execution to drive both distribution and sell-through - **Build the omnichannel engine**: align digital demand with retail expansion and drive velocity across channels - **Develop strategic partnerships**: identify, negotiate, and close key partnerships across retailers, platforms, agencies, and ecosystem players - **Create external leverage**: build relationships with key operators, companies, and potential capital partners to accelerate growth - **Leverage global infrastructure**: work closely with the Mexico team to scale efficiently across supply chain, product, and operations ## Requirements - **Proven track record scaling a consumer/CPG business in the US**, ideally from early stage to **$100M+ revenue** - **Deep expertise in growth** across DTC, Amazon, TTS and performance marketing, with strong understanding of unit economics, CAC and LTV - Experience operating as a **general manager or business owner**, with full P&L responsibility - Demonstrated ability to **build and lead high-performing teams from scratch**, hiring and developing top talent - Strong experience leading **both performance marketing and brand building**, creating connection with consumers beyond functional product benefits - Experience driving **omnichannel growth**, integrating digital and retail (B&M) with focus on sell-through and velocity - Proven ability to **identify, negotiate, and close strategic partnerships** that accelerate growth - Strong network across **operators, partners, and ecosystem players** in the US market is a plus - High level of **ownership, accountability, and execution speed** - Ability to operate effectively in **high-growth, high-ambiguity environments** - Strong **business judgment**, with a data-driven approach to decision-making ## Apply [Apply at Birdman](https://apply.workable.com/birdman/j/B765F723F8/apply) --- Powered by [Workable](https://www.workable.com)