US VP Of Growth & Country Manager

VP Growth & US Country Manager

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 entrepreneurial 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.

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.

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.

• 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