Director of Growth

Ultra™ | Nicotine-Free Pouches for Focus & Energy

About Ultra ⚡️

Ultra™ is already the #1 brand of nicotine-free pouches in the world and we’re only a year in. Our mission is to build the category-defining brand of functional pouches for people who want enhanced performance without the crash, addiction, or long-term downsides. Ultra does not just make a pouch that is somewhat “better for you” than Zyn. We make functional performance products that are actively good for you.

The market shift is massive: nicotine pouch sales are up 3,000% since 2019 and projected to reach $20B by 2026. Consumers are adopting the pouch form factor at scale, and many are now seeking nicotine-free functional benefits in a pouch. Ultra is positioned to lead that wave.

Backed by some of the best investors, founders and athletes in the world, including:

• Left Lane Capital (Blank Street, Olipop, Holy)

• Sugar Capital (Grüns, Feastables, Lucky Energy)

• Athletes & Creators: Joe Burrow, Dak Prescott, Henrik Lundqvist, Jakob Chyrchrun + more

• Founders & Operators: Chad Janis (Grüns), Harpreet Singh (Oura Ring), Jeff Rader (Harry’s), Vinay Menda (Blank Street) + more

Learn more: takeultra.com

The Role 🚀

At Ultra, we view Growth as the sum of acquisition and retention — not just an acquisition role. As Head of Growth at Ultra, you own the full growth operation - acquisition, retention, paid channels and organic channels. You’ll set strategy, run the team, and own the metrics that move the business: CAC, New Customers and LTV.

We are excited to bring on somebody that has rigor, structured testing, and creative feedback loops that paid media demands and apply them across the rest of the funnel. The right person here is fluent enough in paid to run the program credibly and power the innovation that structurally improves acquisition. This person is also curious enough about retention and new channels to actually move the needle there.

You’ll report directly into the CMO with full P&L visibility and the autonomy to move fast. This is a builder role at a brand that is already winning - your job is to make sure we’re still winning two and three years from now.

What You’ll Own 💼

Growth Strategy & P&L Ownership

• Own key growth metrics — new customer volume, CAC, and LTV.

• Set the strategic direction across acquisition, retention, and new channels - and operate with autonomy, speed, and accountability.

Paid Media

• Lead our paid program across Meta, Google, TikTok, Amazon, and emerging platforms - both directly and through the team executing it.

• Own creative-performance feedback loops: tight integration between media buyers, creative, UGC, and influencer so iteration cycles compress and winners scale fast.

• Leverage or expand our suite of analytics to maximize incrementality and cross channel media impact.

• Test into new tools, new channels, or other innovation that structurally improves our acquisition engine.

Lifecycle & Retention

• Own retention performance across email, SMS, site - moving us from generic broadcast to segmented, behaviorally-triggered lifecycle journeys that build Ultra as a daily habit.

• Sharpen the subscription experience end-to-end: pricing, cadence, swap logic, save flows, and the upgrade path from one-time to subscriber to multi-product household.

• Build a structured retention testing roadmap with hypotheses, holdouts, and readouts. Apply the same rigor to lifecycle as you would to a paid creative test.

• Improve cohort metrics, reduce churn, and expand LTV through targeted, data-driven interventions tied to product usage and customer behavior.

Organic Channels

• Identify the organic channels that can meaningfully drive performance and execute against them, including but not limited to influencer, affiliate, SEO/GEO, and referral.

CRO

• Work with the Head of Ecommerce to continuously test across pricing, landing pages, bundles, offers, and funnels.

Team Leadership

• Build and lead a high-performing growth org across paid, lifecycle, creative, influencer, affiliate, and analytics.

• Recruit A-players, level up internal talent, and create an environment where high performers want to do the best work of their careers.

Why You’re a Fit ❓

• Born and raised in paid media. You understand the analytical rigor, hypothesis driven testing, and velocity needed to scale paid media.

• Hungry to apply that brain beyond paid. You see lifecycle, affiliate, and emerging channels as growth problems with the same shape as paid — testable, measurable, and worth obsessing over — and you want a role where you actually own them.

• Full-funnel fluent. You think in cohorts and LTV, not just last-click conversions. You know how the customer you acquire today shapes the P&L twelve months from now.

• Innovation oriented. You don’t rely on playbooks — you are eager to see how the playbook breaks as technology and the category evolves.

• A builder. Standing up an affiliate program from zero, redesigning a lifecycle from a blank page, or figuring out GEO before there’s a playbook — that energizes you.

• Subscription-literate. You’ve worked on a subscription business and understand the levers — cadence, save flows, swap mechanics, and how product and lifecycle have to move together.

• A leader people want to work for. You’ve built and coached high-performing teams across paid, creative, lifecycle, influencer, and data. You set the bar and pull people up to it.

• An owner. You think like a founder — accountable, proactive, relentlessly results-driven — and you embody Ultra’s values: move fast, be data-driven, take ownership, build with intention, compete to win.

Why Ultra 📈

• Real ownership. Full growth P&L, executive-team seat, direct line to founders.

• A category that’s actually moving. Nicotine-free pouches are a real wave — not a manufactured one — and we’re leading it.

• Budget and firepower. Multi-million-dollar monthly budgets, best-in-class tools, full dev support, and a creative engine built to scale.

• Compensation. Competitive base, meaningful equity, and performance bonuses tied to the metrics you own.

• Benefits. Medical, dental, vision, HSA, 401(k), Bathhouse membership, and unlimited PTO.

Equal Employer Opportunity

Ultra is proud to be an equal opportunity workplace. We value a diverse workforce and an inclusive culture. We believe in and are committed to equal employment opportunity regardless of race, color, ethnicity, ancestry, religion, national origin, gender, sex, gender identity or expression, sexual orientation, age, citizenship, marital or parental status, disability, veteran status, or other class protected by applicable law.

We comply with all applicable employment laws, including the NYC Fair Chance Act, and provide reasonable accommodations for disabilities and sincerely held religious beliefs.