Role OverviewWe're looking for a Senior Director of Growth to own acquisition and brand across every channel we run. This is a hands-on role - you'll write briefs, review creative, read the data, and make the calls. You'll also manage a growing roster of external partners and internal contributors, with the judgment to set priorities, hold people accountable, and build toward a full in-house marketing function over time. This role is the path to Head of Marketing as Trovy scales.
Key ResponsibilitiesPaid Media- Own Meta and Google advertising strategy end-to-end - audience segmentation, offer testing, creative direction, and budget pacing
- Monitor campaign-level data and make rapid decisions to cut, scale, or iterate
Affiliate Marketing- Manage and grow our affiliate program, including consultants, partner relationships, compliance guardrails, and performance benchmarks
- Evaluate new affiliate partners against quality, conversion, and regulatory standards
Direct Mail- Design and execute targeted homeowner direct mail campaigns, including list strategy, offer structure, and creative development
- Work with our mail vendor to test, measure, and optimize cost per acquisition
- Identify audience segments - by equity position, geography, credit profile - and tailor campaigns accordingly
SEO & AIO- Build and execute an organic search strategy targeting homeowners researching HELOCs and home equity
- Understand how AI-driven search (AIO/SGE) is reshaping discoverability and position Trovy's content across both traditional and AI-indexed surfaces
- Own the content roadmap for organic growth - working with internal and external contributors to produce high-quality, search-optimized material
Email & Lifecycle Marketing- Own email nurture for leads in funnel and borrowers post-close, driving conversion and engagement
- Partner with product and operations to drive conversion, retention and re-engagement
- Develop and test messaging across the homeowner lifecycle, from first inquiry through active draw period
Brand & Creative- Bring coherence to how Trovy shows up across all channels - ads, landing pages, email, and direct mail
- Write and review copy with a compliance lens: no misleading rate claims, no locked-rate language on variable products, accurate product descriptions
- Direct UGC and video creative - brief creators, review content, and ensure on-brand execution
- Develop seasonal campaigns, rate-driven promotions, and product feature launches with a clear narrative and compliant messaging
Team & Vendor Management- Manage internal external marketing personnel, setting clear expectations and accountability
- Identify when to bring capabilities in-house and help build internal marketing headcount over time
What We're Looking For- 6-10 years of experience in growth marketing, performance marketing, or demand generation, ideally in consumer fintech, mortgage, or a direct-to-consumer lending or financial product
- Proven track record running paid media programs at scale on Meta and Google, with hands-on platform experience
- Experience managing affiliate programs and direct mail campaigns, including vendor relationships and list strategy
- Strong grasp of SEO fundamentals and emerging AI search optimization (AIO/SGE) - you don't need to be a technical SEO, but you need to know what good looks like
- Data-fluent: you can read attribution reports, identify what's working, and translate findings into action
- Strong copywriter and creative director - you can write a brief, review an ad, and spot when something is off-brand or non-compliant
- Experience managing external consultants and vendors with clear KPIs
- Comfort operating in a fast-moving, early-stage environment where you own the outcome, not just the workstream
Why Join Us?- Compensation: Base Salary: $180,000-$210,000, commensurate with experience, meaningful equity compensation, and room to grow
- Market Opportunity: Join a team tackling the $30T home equity market.
- Early Impact: Help shape our operations from the ground up.
- Ownership: Competitive salary, meaningful equity, and room to grow.
- Location: On-site, NYC OR Remote-San Francisco
- Benefits: 401K account, company-paid dental, medical, vision and life insurance, flexible time off, and more.
