VP, Consumer Growth

The opportunity

Dockwa has spent twelve years building one of the most valuable consumer networks in boating. More than 500,000 boaters use Dockwa to discover, book, and pay for marina services. We have records of more than 900,000 boats across nearly 4,000 marinas, including a presence in 97% of the top 95 harbors in the United States. Nearly 200,000 boaters transact on our platform annually, and our app has earned a 4.9-star rating across more than 30,000 reviews.

We built that network without paid consumer acquisition and we have only begun to unlock its potential. The opportunity is to build a consumer growth business on top of a distribution network that already exists. We are hiring a VP of Consumer Growth to own the future of Dockwa's boater business.

Your mandate is to grow our consumer network to one million boaters, increase how frequently they use Dockwa, and build a membership business that consumers love, pay for, and renew.

You will own the strategy, economics, team, and results. You will decide how we acquire and activate boaters, what makes our membership worth paying for, how we reach consumers through marinas and partners, and how we turn occasional usage into a lasting customer relationship.

What you'll own

1. The consumer growth business

• Own the strategy and operating plan for growing Dockwa's boater network to one million users and increasing the economic value of that network.
• Own the growth forecast, acquisition economics, conversion, engagement, retention, and membership revenue.

2. Acquisition and activation

• Build a repeatable system for acquiring and activating boaters; turn consumers into active users who discover value, transact, and return.
• Develop the channels that bring new consumers into Dockwa, including organic discovery, referrals, partnerships, lifecycle programs, and selective paid acquisition where the economics work.

3. Dockwa+ and consumer monetization

• Own Dockwa+ as a business, from positioning and product experience through pricing, conversion, revenue, and renewal.
• Own the complete subscription lifecycle: discovery, offer presentation, trial strategy, conversion, engagement, renewal, and churn.

4. The marina as a distribution channel

• Turn our marina relationships into a scalable consumer distribution advantage.
• Build programs that allow marinas to introduce, activate, and promote Dockwa and Dockwa+ to their customers through the experiences they already manage.

5. Engagement, retention, and transaction growth

• Make Dockwa useful beyond a boater's first reservation; make Dockwa the place they return to throughout the season and across their boating lives.
• Work directly with Product and Engineering to improve discovery, search, merchandising, onboarding, and the booking experience.
• Build lifecycle programs that move boaters from their first transaction to their second, from their home marina to new destinations, and from occasional usage to an ongoing relationship.
• Measure success through active users, cohort retention, repeat transactions, booking frequency, and the share of a boater's activity that happens through Dockwa.

6. Partnerships and new consumer revenue

• Build a partner ecosystem that increases the value of being a Dockwa boater.
• Own the commercial model, partner economics, distribution strategy, and performance of these programs, working with Product on their integration into the consumer experience.

7. The team and operating system

• Lead a small, highly capable team and build the systems that allow it to perform at scale.
• Establish a clear weekly scorecard, an experimentation process, and quarterly plans tied to company priorities.
• Use data, automation, and AI to move faster, reduce manual work, and produce the output of a much larger organization.

Required experience

• You have owned a consumer product growth target. You have been directly accountable for the growth and economics of a consumer subscription, membership, marketplace, or freemium business. You understand acquisition, conversion, retention, pricing, and lifetime value because you have made the decisions and lived with the results.
• You understand product-led growth. You have built or led acquisition funnels, activation experiences, lifecycle programs, and experimentation systems. You know how to work with Product and Engineering to improve conversion and engagement, not just generate traffic.
• You know how to scale through distribution. You have experience growing a consumer business through partnerships, marketplaces, venues, merchants, or other established channels. You understand how to align incentives so that the distribution partner benefits from the consumer's adoption.
• You are commercially and analytically rigorous. You can build a financial model, interrogate cohort data, understand acquisition economics, and explain which investments are creating incremental value. You are comfortable working directly with analytics and using SQL or equivalent tools.
• You are AI-native and hands-on. You use modern tools to analyze, experiment, automate, and execute. You can show us what you have built, not just describe how you manage people who build things.
• You thrive with ownership. You prefer a small team, broad responsibility, and the ability to make decisions. You are comfortable setting strategy in the morning, working through a conversion funnel in the afternoon, and reviewing the P&L at the end of the week.