Senior Director of Growth

Trovy•New York, NY

1d•$180,000 - $210,000•Onsite

About The Position

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.

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

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
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
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
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