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Smalls is a direct-to-consumer cat food brand building a digital experience and product that resonates with cat lovers. As VP of Product & Engineering, you will report to the SVP of Growth & Data and sit on the leadership team, owning the digital product strategy, technology platform, and business outcomes they drive.
You will define a multi-year vision for the digital product and platform, translating it into a roadmap that aligns the organization. You'll decide where to invest, what to build, and how to evolve the tech stack and team structure to support growth. Every decision ties back to the company's long-term vision and financial goals.
You own the complete customer experience—onsite flows, paths to purchase, checkout, account and subscription management, and retention surfaces. You'll bring perspective on how UX, merchandising, and onsite design shape customer behavior, ensuring the experience reflects the brand at its best.
You are personally accountable for product and experience metrics that drive revenue: conversion, AOV, LTV, and retention. You think in business outcomes and bring commercial rigor to every prioritization decision, balancing long-term experience investments against near-term revenue targets.
You will partner closely with Marketing to align on acquisition, retention, and reactivation strategies, ensuring product and brand compound each other. You'll set technical direction for the engineering organization, make build-vs-buy and platform decisions, maintain a healthy tech stack, and ensure engineering is focused on what matters most.
You will attract, develop, and motivate a cross-functional product and engineering organization, creating a culture where ambitious builders do their best work.
REQUIREMENTS:
- 12+ years of product and technology leadership experience
- Proven track record setting strategy, leading teams, and growing commercial metrics
- Deep experience scaling consumer commerce, including DTC subscription and traditional ecommerce
- Understanding of subscription-first business models and transitions to one-time purchase and subscribe-and-save
- Strong knowledge of the modern DTC stack, including Shopify
- Sufficient technical depth to set engineering direction and earn engineers' trust
- Experience operating at the product–marketing intersection, owning growth, brand, and product alignment
- Exceptional people leadership skills; ability to attract talent and create high-performing teams
- Clear communication across technical and executive audiences
- Lead with point of view and opinion, validated by data (not data-first decision-making)
- Orientation as a general manager of ecommerce rather than a features-focused PM
- Subscription and Shopify experience are strong signals
- Genuine passion for cats and the community that loves them
