Bloom is a full-service workplace design consultancy, proudly supporting Poppy & Peonies in their search for a VP of Marketing to join their dynamic team. As Talent Advisors, we serve as the bridge between our Bloom Partner and you throughout the recruitment process. At Bloom, we don’t rely on automated tools to sift through applications—every resume is carefully reviewed by a real person to ensure a fair and consistent interview process. If selected, you’ll join Poppy & Peonies directly as a valued member of their team. We’re excited to consider your application! Please note that applications will be accepted throughout the holiday season. Thank you for your patience and interest in this opportunity!

Hi, I’m Natalie Dusome, Founder and CEO of Poppy & Peonies, a fun and energetic brand that believes styles and function should co-exist. We’re passionate about creating practical pieces that help make life a little easier and lighten the load, literally.

Building Poppy & Peonies has been a wild adventure. The journey began when my daughter Poppy was born and my accessories no longer worked with my new life as a mom, I needed bags with pockets and organization that looked cool and had functionality. I couldn’t find it, so I decided to create it, and in 2015 Poppy & Peonies was born.

We’ve come a long way in five years – from filling orders in my basement to appearing on Dragons’ Den, and now, expanding into new product categories and collaborating with some exciting influencers and brands. I’d be lying if I said it’s been nothing but smooth sailing, but thanks to our incredible community, we’ve never felt more loved and supported!

We believe in our responsibility to care for our environment and we are passionate about preserving the health and welfare of our planet, and the animals that live on it. All of our bags are made from high-quality vegan leather, and our entire product line is vegan, cruelty-free, and PETA-approved. We ship our products plastic-free and we use a combination of recycled, compostable, and biodegradable materials to mitigate shipping waste, and we are constantly looking for new ways to make our products and supply chain more sustainable to reduce our carbon footprint.

About the Role

Poppy & Peonies is looking for a digitally-savvy, customer-obsessed Director of Ecommerce to own and evolve our DTC site experience. This is a high-ownership role where you'll set the direction across site merchandising, conversion, platform management, and UX with the trust and autonomy to make real decisions. You'll start by managing a freelance developer and an e-commerce manager, with a clear path to build the team around you as the business scales. If you're energized by the intersection of beautiful products and sharp digital execution, this is the role for you.

The Opportunity

Site Merchandising

• Own homepage, category, and collection page curation to reflect brand narrative and seasonal campaigns
• Manage product sequencing, sorting logic, and on-site search to maximize discoverability
• Partner with creative and buying to plan promotional moments and content calendars
• Drive cross-sell and upsell strategies through smart product pairings and editorial storytelling
• Monitor sell-through data and adjust merchandising to support inventory goals

Conversion Rate Optimization

• Own core funnel metrics: CVR, add-to-cart rate, checkout initiation, and checkout completion, and report on them regularly to leadership
• Lead a continuous A/B and multivariate testing roadmap across key funnel touchpoints
• Analyze session recordings, heatmaps, and funnel reports to identify friction and opportunity
• Own checkout experience; reduce cart abandonment through UX, copy, and trust signal improvements
• Develop hypotheses grounded in quantitative data and qualitative customer insight
• Report on experiment outcomes and translate learnings into permanent site improvements

Product Management

• Define and maintain the ecommerce product roadmap in collaboration with stakeholders that align to business objectives
• Write clear briefs and acceptance criteria for new features, integrations, and platform improvements
• Act as the internal owner of the Shopify storefront; triaging issues, coordinating fixes, and managing the app stack
• Evaluate and manage third-party apps; own the relationship, renewals, and configuration
• Keep the site performant and functional across devices, flagging and resolving issues proactively

UX Design

• Lead UX strategy for all customer-facing digital surfaces
• Commission and interpret customer research, usability testing, and journey mapping
• Maintain a cohesive design system in partnership with the brand and creative teams
• Champion accessibility and inclusive design across the entire digital experience
• Translate business requirements into elegant, intuitive interactions that feel quintessentially Poppy & Peonies

Leadership & Cross-Functional Collaboration

• Lead and mentor teams and external partners across ecommerce and web development
• Collaborate closely with cross-functional peers in marketing, creative, finance, and operations, acting as the connective tissue between the site and the rest of the business
• Represent the ecommerce function in leadership conversations, bringing a clear point of view on priorities, tradeoffs, and what the team needs to succeed
• Foster a culture of curiosity and experimentation, making it safe to test, learn, and share results openly even when outcomes aren't what you hoped
• Be a generous thought partner to colleagues across the business, helping others understand how the site works and why the customer experience matters

What You Bring to the Table

• Proven experience leading ecommerce growth within a direct-to-consumer, retail, fashion, or lifestyle brand
• Hands-on Shopify experience; you don't need to code, but you know your way around the platform
• Proven track record of driving measurable conversion and revenue growth
• Comfortable managing external developers or agencies with clear, concise briefs
• Strong analytical skills; comfortable in GA4, Shopify Analytics, or similar
• Experience with CRO tools
• A strong visual eye; you can give design feedback and spot UX problems without a formal design background
• A builder mentality; you're energized by a lean team and ownership, not slowed down by it
• Genuine interest in fashion or lifestyle brands; you understand how aesthetics drive purchase decisions
• Clear communicator who can move fast, context-switch, and keep multiple threads moving at once

The recruitment process

• Video screen with Sarah, Talent Advisor from Bloom

• Video Interview with Megan (Director, Finance & Business Operations)

• Take Home Assignment

• Video Interview with Natalie Dusome (Founder + CEO of Poppy & Peonies)

• Reference checks

• Offer

Location

• We’re seeking an exceptional candidate based in the US or Canada who values the flexibility of remote work while embracing the excitement of in-person experiences.
• There will be occasional domestic and/or international travel for photoshoots, events, and team retreats.

Salary and Total Rewards

• Annual Salary ranges from $145,000-$175,000 USD
• 3 weeks of paid vacation per year
• 5 additional flex days
• $1,500 CAD annual health spending account
• $250 CAD annual period & menstrual budget
• $1,000 CAD annual allowance towards Poppy & Peonies product
• $400 CAD home office setup allowance

At Bloom, we see conversations around compensation as a continuous discussion. We encourage you to share your desired compensation early in the interview process, but we also understand that as you learn more about the role and the full benefits package, your expectations might evolve. Don't worry - there will be plenty of opportunities throughout the process to revisit and adjust those conversations if needed.

Our Commitment to you.

Like Bloom, Poppy & Peonies is proud to be an equal opportunity workplace. We are committed to equitable employment practices and do not discriminate on the basis of race, colour, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or veteran status.We’re looking for motivated, compassionate people who are excited to contribute, grow with the team, and support the values that Poppy & Peonies believes in.Poppy & Peonies is committed to developing an inclusive, barrier-free recruitment process and work environment. Please inform us if you require any accommodation, and we will work with you to meet your accessibility needs. Requests for any accessibility-related assistance can be made to sarah@buildwithbloom.com

We believe transparency matters, especially as technology evolves.

At Bloom, we may leverage AI as a supportive tool when developing role descriptions, interview questions, take home assignments, and interview guides, where appropriate, with the goal of improving clarity, consistency, and accessibility for candidates. However, we do not use AI to source, assess, screen, or interview candidates. Every application is reviewed by a human, every interview is conducted by a human, and all hiring decisions are made by people, not automated systems. Human judgment, care, and accountability are central to how we hire.

About Bloom

Bloom is a full-service workplace design consultancy representing Poppy & Peonies at they build their team. As Talent Advisors, we will be the liaison between our Bloom Partner and yourself during this recruitment process. We do not use fancy tech to search through resumes at Bloom; every resume is reviewed by a human to ensure that we attain a consistent and equitable interview process. You will directly join our client’s team if you are selected as the successful candidate. We look forward to seeing your application!