Responsibilities

• 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
• 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
• 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
• 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
• Own email nurture for leads in funnel and borrowers post-close, driving conversion and engagement

Requirements

• 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

Preferred

Benefits

• 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
• Benefits: 401K account, company-paid dental, medical, vision and life insurance, flexible time off, and more.