Vice President, Growth and Brand

Vice President, Growth and Brand

Leads marketing, product, merchandising, and sales to drive Heirloom’s next era of growth.

Location: Saint Paul, Oregon

About Heirloom

Heirloom Roses is redefining what it means to be a horticulture brand. Rooted in Oregon’s Willamette Valley, we began as an online nursery devoted to growing the world’s finest roses — cultivated for beauty, fragrance, and performance. Today, we’re expanding that legacy to help people create entire gardens that inspire and endure.

Our vision is to become the most trusted name in gardening — helping customers create thriving, beautiful spaces through exceptional plants, expert guidance, and genuine care. Heirloom Roses is known for uncompromising quality, meticulous craftsmanship, and deep respect for both plants and people. We’re growing beyond e-commerce into a multi-channel brand that serves gardeners wherever they shop — online, in retail stores, and through trusted partners.

We are building something rare: a company that blends heritage and innovation, beauty and performance, craftsmanship and scalability. It’s an opportunity to shape how the world experiences gardening.

Learn more about us at HeirloomRoses.com

About the Role

The Vice President, Growth and Brand will lead Heirloom’s next era of growth — one defined by entrepreneurial expansion built on our core strengths of trust, quality, and care. This leader will unify the company’s commercial functions — product, merchandising, marketing, and sales — while also serving as the architect of new growth initiatives such as new product lines, channels, and business models that extend the Heirloom brand.

Reporting directly to the President and serving on the Executive Leadership Team, this role will shape both near-term performance and long-term brand expansion. It’s an opportunity for a strategic, creative, and systems-minded leader to build the structure, team, and rhythm that take Heirloom from a thriving e-commerce company to the leading garden brand in America.

Key Outcomes to Deliver

• Unify and Lead the Commercial Engine: Bring product, merchandising, marketing, and sales into one integrated system — with shared planning, communication, and accountability.

• Anchor Everything on the Consumer: Operationalize the voice of the Aspiring Master Gardener across all decisions — ensuring innovation is rooted in their needs and aspirations.

• Build Systems for Scale: Implement processes, metrics, and leadership discipline that allow Heirloom to grow beyond its e-commerce roots while maintaining brand integrity.

• Launch New Categories and Channels: Lead the creation of new product categories and revenue streams that expand Heirloom’s relationship with consumers — from new plant categories and soil lines to retail, gifting, and membership models.

Core Responsibilities

Product Leadership & Innovation

• Build and own the multi-year product roadmap, balancing core assortment management with innovation and experimentation.
• Establish a modern product development process connecting consumer insight, brand positioning, and operational feasibility.
• Create a culture of innovation that rewards testing, learning, and iteration — treating new products as entrepreneurial ventures within the brand.

Merchandising & Channel Strategy

• Design assortment and pricing strategies that maximize margin and storytelling impact across e commerce, retail, and wholesale.
• Develop new merchandising models — bundles, kits, and seasonal collections — that elevate average order value and deepen brand engagement.
• Ensure visual and experiential consistency across all customer touchpoints — every SKU, landing page, and display tells the same Heirloom story.

Marketing Integration

• Align marketing and product around the consumer journey — inspiration to education to purchase.
• Translate Heirloom’s values of Trust, Quality, and Growth into campaigns that blend emotional storytelling with commercial performance.
• Build marketing plans that flex across emerging products and channels — ensuring every launch has a story, strategy, and measurable outcome.

Sales & Channel Growth

• Build new revenue streams through wholesale, retail, and direct partnerships that align with the Heirloom ethos.
• Develop systems for channel management, forecasting, and profitability tracking.
• Lead strategic account development while exploring new distribution models such as shop-in shop, collaborations, and direct-to-consumer programs.

Leadership Traits We're Looking For

• Entrepreneurial Leadership: Operates as a builder: sees opportunity, assembles teams, and takes calculated risks within brand and financial guardrails.
• Cross-Functional Integrator: Ensures operations, marketing, and product development run in concert, not in sequence.
• Systems Builder: Balances creativity with structure; designs processes that make innovation scalable.
• Consumer-Obsessed: Leads with empathy for the gardener; every product and campaign begins with their needs and aspirations.
• Team Developer: Builds a high-performing team capable of both discipline and imagination.

This leader will set the tone for a culture that combines creativity, discipline, and care — where innovation and excellence thrive together.

Key Outcomes to Deliver

• Growth through Innovation: Heirloom successfully launches new categories, models, and partnerships that extend its market presence and deepen customer connection.
• Systematic Execution: Commercial functions operate on a shared planning and reporting cadence, creating predictability and transparency.
• Consumer Alignment: Every product, price, and story reinforces Heirloom’s commitment to the Aspiring Master Gardener.
• Scalable Profitability: Growth initiatives balance creativity with margin discipline and operational feasibility.
• Brand Leadership: Heirloom becomes known not just for roses, but for helping people cultivate entire gardens with beauty, mastery, and love.