US VP of Growth & Country Manager

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

• 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