Senior Director of Growth

Role Overview

We’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 Responsibilities

Paid 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