GTM Lead — Growth & Partnerships at BirchStore.com · Full-time · Pre-seed

About us
We're building the trusted layer for how parents shop. BirchStore.com is a curated marketplace that helps parents make confident decisions about baby and kids products — not by drowning them in 350M listings, but by being an intelligent companion that actually understands their family.

We're a small team that has scaled real things before — Amazon last-mile, TikTok Shop, Flexport. We have a live product, a real parent user base, and genuine demand. Birch is live. Now we need someone to get it in front of parents — on the ground, through partnerships, and through campaigns that actually move people.

The role

You'll own how Birch reaches parents and turns interest into trust and purchases. That means being out in the world — running activations, building partnerships with the organizations parents already rely on, and developing campaigns end to end, from idea to execution to what the numbers say afterward. You'll build the GTM playbook and run it yourself, working directly with the founders on direction.

If you want a big brand budget and an agency to point at, this isn't it. If you want to build the motion from the ground up and own the results, it is.

What you'll drive

On-the-ground activation. Events, pop-ups, community, and being present wherever new and expecting parents actually are. You'll design these and show up to run them.
Partnerships. Build relationships with the organizations, communities, and brands that put Birch in front of the right parents at the right moment — parenting groups, health and pediatric networks, complementary brands, creators.
Campaigns. Develop and run campaigns across channels — concept, execution, measurement, iteration. You own the whole loop, not just the brief.
Growth & brand. Grow Birch in a category where trust is everything. Work alongside content, SEO, and lifecycle so the brand and the funnel reinforce each other.
Learning fast. Test, read the data, and double down on what works. Bring the founders signal, not just activity.

What we're looking for

You've scaled GTM or marketing at a startup — you've helped take something from early to real traction, hands-on. Not a decade in at big companies; someone a few years in who's done the real work and wants more of it.
A builder, not a delegator. You'd rather run the event than brief someone to run it.
Genuinely passionate about this space. You care about parents and understand why trust matters more here than almost anywhere else.
You connect with people across backgrounds — parents, partners, founders, community leaders. People want to work with you.
Scrappy and creative, but disciplined about measurement. You try things, you track them, and you're honest about what didn't work.
Energy. You want to build something that matters with a small team and own a real piece of it.

Nice to have

Consumer, DTC, or marketplace marketing background
Experience in parenting, baby, health, or another trust-driven category
Community-led or partnerships-led growth
Enough range across content, paid, SEO, and lifecycle to be dangerous across the stack
Roots or a real network in NY/NJ or Seattle

How we think about growth

Trust-first, not spray-and-pray. In this category parents don't respond to hype — they respond to being genuinely helped. We lean on community, partnerships, and organic before paid, and we'd rather earn attention than rent it. You'll help define that motion, not inherit it.

What we offer

Meaningful equity and real ownership of the GTM motion
A live product and real demand to build on — not a launch deck and a hope
Direct work with founders who've operated at scale
The chance to define how the trusted layer for parenting commerce reaches parents before anyone else does.