Who is Understory?

Understory is a vertical-focused software solution built for experience businesses - from kayak tours to cooking classes. With our operating system, experience creators manage their operations, grow their bookings, accept payments and run their business with more clarity and less stress.

We move fast, adjust course when needed, and expect everyone to bring proactive solutions on a daily basis. You will learn faster here than almost anywhere else, because the ambitions are high, challenges are real and the pace is fast.

This is not about clocking in and out. The right candidate will receive a lot of trust and flexibility - and it is all about building something that matters to creators around the world, and shaping a company that can redefine and expand an industry. If that excites you, you will feel at home. If it does not, read no further.

We have recently raised a €12m Series-A funding round, and are scaling fast. With customers in 8+ countries, our focus is global and our team is all in on building the go-to solution for experience creators worldwide.

About the role

We are looking for a VP of Growth to own the full growth engine - spanning both our PLG (self-serve) and sales-led motions.

What we are missing, is a great growth leader that has built a scaling self-serve motion that actually converts - end to end. That is the most important part of the job.

You will work closely with the Growth team (design, engineering, product management and performance marketign) on a daily basis - turning the growth funnel from early, strong traction into a compounding growth loop. That means owning activation, onboarding, conversion, and expansion with the same rigour a product team brings to building the actual product.

If you have done this before in a leading role - built PLG from scratch in a software company, figured out what it actually takes to get a user from signup to paying as low-touch as possible - this role could be for you.

What you will do

• Make self-serve your obsession. Own the full PLG funnel - from first touch to activated, paying customer. Design and iterate on onboarding flows, in-product nudges, lifecycle programs, and every friction point in between. This is where you will spend the majority of your focus.

• Work the funnel with the team, daily and weekly. Partner tightly with the team on experience and design, instrumentation and build, and paid acquisition - so every part of the funnel is connected and improving continuously.

• Own the full growth engine. Beyond PLG, you hold accountability for the full growth picture including the critical contribution to our sales team and -motion.

• Experiment fast and rigorously. Build a testing cadence that generates real signal. Kill what does not work quickly. Double down on what does.

• Master the numbers. Know your funnel metrics cold - activation rates, time-to-value, conversion by cohort, CAC payback. Make the data legible for the whole company.

• Stay host(customer)-obsessed. Combine quantitative signals with direct customer insight to understand what leads dream or accomplishing, where they drop, why they stay, and what makes them expand.

We think you'll thrive if you…

• Have built a PLG motion from scratch in a SaaS company - and have the scar tissue to prove it.

• Know what good self-serve conversion looks like at every stage, and how to get there when it is not there yet.

• Are completely fluent in funnel metrics and how they connect to revenue.

• Can work cross-functionally without needing a formal mandate to get things done.

• Are AI-native and use automation to experiment faster and scale what works.

• Enjoy switching between strategic thinking and hands-on execution - sometimes in the same day.

• Love a big challenge and ambitious targets.

What it’s like to work at Understory

We are building the leading platform for experience businesses - and we approach that with the same energy and ambition as the people we serve.

At Understory, you will join a team that moves fast, thinks long-term, and takes pride in doing work that matters. We are product-minded, mission-driven, and serious about quality - whether that is in the product, the strategy, or how we work together.

We care deeply about outcomes, not hours. We trust each other to lead, take action, and keep evolving - as individuals and as a company. There is room to grow here, and the chance to help shape something truly category-defining.

Start date

What matters most is finding the right fit. We will align on a start date together.

Questions about the role or the process - reach out to lasse@understory.io.