Senior Director of Growth

Trovy is building the financial home base for America's 86 million homeowners — the go-to platform for managing your home and accessing low-rate credit, because life is expensive and unpredictable. We believe your biggest asset should unlock your best financial options: bypass the myriad of expensive, rigid credit products and replace them with one simple, powerful solution built around your home equity. Backed by top-tier venture capital, Trovy is led by a team of proven fintech innovators on a mission to make homeownership and personal finances more manageable. Don't own a home without it.

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.

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

• 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.