VP, Marketing

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
• 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