The Vice President of Marketing leads Goosehead's customer-acquisition engine. This is a digital-first, performance-led role for an operator who has personally scaled paid, organic, lifecycle, and partner channels at a high-growth consumer business. Reporting up to the Executive Leadership Team, the VP owns the full acquisition funnel — paid media, SEO/CRO, lifecycle/CRM, partnerships, and the MarTech and attribution stack that powers them — with measurable accountability for new policy growth, blended CAC, and LTV/CAC payback. Just as critically, this leader is the inspirational head of the marketing function: a magnet for top talent, a developer of managers, a disciplined steward of the marketing budget, and a senior partner to Sales, Product, Finance, Technology, and the franchise network.

What You'll Own

• Full marketing P&L and channel mix, with explicit ownership of paid acquisition, SEO, CRO, lifecycle/CRM, and partner marketing.
• The marketing team — talent density, culture, day-to-day leadership, and the manager bench that keeps a high-performance function motivated, accountable, and growing.
• The full marketing budget, allocated and defended with disciplined ROI logic and reallocated quarterly as the data demands.
• The MarTech and measurement stack (CDP, ESP, attribution, experimentation, BI), including the data contracts with Finance and Product.
• The marketing operating system: planning rhythm, weekly channel reviews, quarterly portfolio reallocation, and the unit-economics model presented to the CFO.
• Agency, vendor, and creative-partner relationships across performance, lifecycle, creative, analytics, and PR.

  KEY RESPONSIBILITIES

Acquisition & Growth

• Own customer-acquisition strategy and the channel-level CAC and payback targets across paid (Google, Meta, programmatic, paid social), affiliates, partnerships, and earned/SEO.
• Drive a weekly testing cadence across creative, audience, bid strategy, landing page, and offer; report incrementality, not just last-click.
• Lead SEO and CRO as first-class growth disciplines, with quantified targets for organic traffic share, conversion rate, and qualified-lead volume.
• Partner with Sales and the franchise network to design referral and partner-channel programs that compound with digital demand.

Lifecycle, Retention & Monetization

• Own the lifecycle and CRM motion across email, SMS, push, and in-product surfaces, with measurable goals for activation, retention, and cross-sell (auto / home / life / umbrella).
• Build cohort-level visibility into renewal, churn, and policy density per household, with marketing-driven interventions for each.
• Partner with Product on activation and re-engagement experiments; treat marketing and product as a single funnel.

Brand, Positioning & Creative

• Sharpen Goosehead's positioning and messaging architecture across consumer, franchise-recruit, and B2B audiences; treat brand as a compounding asset, measured by aided/unaided awareness and brand-driven search demand.
• Govern voice, visual identity, and creative quality across performance and brand surfaces.
• Oversee PR, communications, and the analyst/IR partnership; lead industry thought leadership.

Analytics, MarTech & Attribution

• Own the marketing data and measurement stack end-to-end: CDP, attribution, experimentation, MMM, and BI — including the data contracts with Data Engineering and Finance.
• Operate a portfolio of MTA, MMM, and incrementality testing (geo-holdouts, PSA tests) appropriate to each channel.
• Run a channel-level scorecard of CAC, payback, and LTV/CAC in partnership with Finance.

Team, Budget & Operating System

• Build, develop, and retain a team across performance marketing, lifecycle, analytics, creative, and product marketing; set the bar for talent density and create a culture of curiosity, rigor, and accountability.
• Lead, inspire, and mentor the marketing organization — coach managers into directors, give clear feedback, define career paths, and make the function a destination for top marketers.
• Own the full marketing budget with disciplined ROI orientation; allocate and reallocate across channels, programs, agencies, and headcount to maximize return.
• Govern the agency, vendor, and creative-partner ecosystem with clear scorecards, contract leverage, and the willingness to retire underperformers and reinvest in what works.
• Establish the operating system: annual plan, quarterly reforecasts, monthly business reviews, weekly channel reviews, and a documented experimentation pipeline.
• Partner with Sales, Product, Finance, Technology, and the franchise network as a peer on the senior leadership team; represent marketing externally with the board, investors, analysts, partners, and at recruiting forums.

  QUALIFICATIONS

Required

• 12+ years of marketing experience, including 5+ years leading marketing at a digital-first consumer business (B2C, B2B2C, or platform/SaaS). Has run a P&L, not just a function.
• Has personally scaled paid acquisition at significant annual spend across at least three of: Google, Meta, TikTok, programmatic, affiliates, partnerships — with weekly CAC and payback-period reporting to a CFO or CEO.
• Owned full-funnel performance: paid + SEO + CRO + lifecycle/CRM, with a documented A/B testing cadence and a track record of moving channel-level metrics.
• Built or rebuilt a marketing analytics and attribution stack (CDP, attribution platform, experimentation tooling); fluent in MTA, MMM, and incrementality testing.
• Has led teams of 15+ across performance, lifecycle, analytics, and creative, including managing managers; track record of attracting, developing, and retaining senior marketing talent.
• LTV/CAC and payback-period discipline — has owned unit economics in front of a CFO or board.
• Executive presence and credibility with CEO, COO, CFO, Sales, and Product peers.

Preferred

• Experience in regulated consumer financial services — insurance, mortgage, banking, fintech, or wealth/credit — or in marketplaces and SaaS platforms with strong consumer dynamics.
• Has been a key marketing leader through a scale event (IPO, major capital raise, or a multiple-x revenue ramp).
• Familiar with a franchise, agent, or independent-distribution channel layered on top of D2C digital.
• Hands-on with Salesforce, Snowflake or Databricks, Segment or mParticle, Amplitude or Mixpanel, Looker or Tableau, and a modern attribution stack (Northbeam, Rockerbox, Measured, or equivalent).
• Quant-heavy graduate degree (statistics, economics, engineering) or MBA with a strong analytical track.

  LEADERSHIP COMPETENCIES

• Inspirational team leader. Attracts top talent, develops managers into directors, gives unambiguous feedback, and builds the kind of culture people don't want to leave.
• Operator-first. Comfortable in the ad accounts, the dashboards, and the attribution model. Won't outsource judgment to an agency.
• Builder. Has stood up a marketing operating system (planning rhythm, weekly reviews, channel scorecards) — not just inherited one.
• Steward of capital. Treats every marketing dollar as the company's dollar and defends ROI rigorously.
• Financial fluency. Speaks unit economics, payback, and contribution margin as a first language.
• High agency, low ego. Runs toward unowned problems; gives credit, takes accountability.
• Brand sensibility. Respects brand as a compounding asset even when performance is the priority.

HOW WE HIRE

To apply, submit your resume through the Goosehead careers site.