10+ years of experience in user acquisition with proven results against CAC and volume targets
5+ years of experience building and leading marketing teams
Strong track record of managing performance toward measurable goals
Deep knowledge of key marketing channels including paid media and SEO
Expertise in A/B testing and data analysis for marketing strategies
Strategic thinker with the ability to mobilize teams and resources
Experience in marketing high consideration financial products in a regulated environment
Responsibilities
Own top-of-funnel metrics and multi-year marketing plans for home equity products
Build internal alignment and deliver against aggressive volume targets
Develop enhanced targeting models and customer research for acquisition efficiency
Create lifecycle programs to drive customer activation and retention
Lead market research and competitor analysis to leverage Trovy's unique advantages
Act as a partner in new product design, ensuring market intelligence informs offerings
Manage the full acquisition mix and marketing budget, optimizing performance across channels
Benefits
401K account
100% company-paid dental, medical, vision, and life insurance
Flexible time off
Free lunch in-office every Friday
Meaningful equity compensation and growth opportunities
Full Job Description
Role Overview
We're looking for a VP, Marketing to build Trovy into a household name for homeowners. This is a builder's role: you'll set the creative and brand vision, own acquisition across every channel, and turn a fast-growing customer base into a lifecycle of activation, retention, and advocacy. You'll bring the ideas, campaigns, and positioning that make Trovy the brand homeowners already know when they're ready to tap their equity. You'll also build and lead the team and vendor bench that brings those ideas to life, with the analytical rigor to know what's actually working. This is a senior leadership role, reporting to the Co-Founder & COO, with a mandate to build a full in-house marketing organization over time.
Key Responsibilities
Drive Scalable Growth
Own top-of-funnel metrics and multi-year marketing plans across Trovy's home equity products
Determine resourcing and support needs, build internal alignment, and deliver against aggressive volume targets
Accelerate the development of enhanced targeting models and customer research to sharpen acquisition efficiency
Build lifecycle programs that drive activation, card usage, draws, retention, and referrals across the customer base
Define the Competitive Edge
Lead deep market research and competitor analysis to drive recommendations that lean into Trovy's unique advantages in the home equity market
Lead a proactive PR strategy so Trovy's strengths are clearly communicated and recognized by the market, media, and customers
Influence the Product Roadmap
Act as a key partner on new product design, bringing market intelligence and customer insight to ensure new offerings are positioned to win from day one
Partner with product and operations on the borrower lifecycle, from first inquiry through active draw period
Own the Channel Mix
Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle, setting strategy, budget allocation, and performance standards, and managing employees and consultants who own individual channels
Own the marketing budget directly, growing acquisition volume while holding or improving CAC
Monitor performance across the mix and make rapid calls on where to cut, scale, or iterate
Stand up new distribution channels and strategies beyond paid media, including additional organic growth and B2B2C partnerships
Own the Brand
Set Trovy's creative and brand vision across every touchpoint, from paid ads and direct mail to the website and the card itself
Level Up the Team
Mentor and empower the marketing team to be a data-first execution engine with a mission-driven, high-performance culture
Own the marketing budget directly, growing acquisition volume while holding or improving CAC
Work cross functionally with designers, product, data, and compliance to bring campaigns to life, including building a fast, scalable ad review process across legal and regulatory requirements
What We're Looking For
10+ years of experience and a proven track record driving new user acquisition against set CAC or volume targets, timelines, and budgets at scale
5+ years building and leading marketing teams, including managing agencies and consultants
A track record of managing performance toward measurable goals
Deep knowledge of some or all of the key marketing channels, such as paid media, measurement, and performance channels: Meta, TikTok, Google, direct mail, affiliate, and organic/SEO
Mastery of hypothesis-driven A/B and incrementality testing, with the ability to lead a team through analyzing results to inform future testing
Strategic thinker and leader, able to break down problems, assess opportunity areas, develop big ideas and priorities, and mobilize teams and resources
Self-starter with a move-fast bias toward action, comfortable managing multiple competing priorities in a fast-paced environment
Ability to define key marketing KPIs and break them down into underlying drivers to understand and influence performance from first principles
Strong point of view on what makes effective direct-response creative, with a framework for testing and iterating on it
Experience marketing high consideration financial products in a regulated environment, and translating complex products into clear, trustworthy value propositions
Experience in fintech or a DTC/consumer lending business strongly preferred
Why Join Us?
Compensation: Base Salary: $205,000 to $250,000, commensurate with experience, meaningful equity compensation, and room to grow
Market Opportunity: Join a team tackling the $30T home equity market.
Early Impact: Build Trovy's marketing function from the ground up
Location: On-site in NYC
Benefits: 401K account, 100% company-paid dental, medical, vision and life insurance, flexible time off, free lunch in-office every Friday, and more.
