Vice President - Marketing

Goosehead Insurance•Westlake, OH

About The Position

The Vice President of Marketing leads Goosehead's customer-acquisition engine and marketing function. This digital-first, performance-led role owns the full acquisition funnel, including paid media, SEO/CRO, lifecycle/CRM, partnerships, and the MarTech and attribution stack. The role is accountable for new policy growth, blended customer acquisition cost (CAC), and lifetime value (LTV) to CAC payback. It also leads and develops the marketing team, manages the marketing budget, and partners with Sales, Product, Finance, Technology, and the franchise network. The VP owns the full marketing P&L, channel mix, budget, measurement stack, agency and vendor relationships, and marketing operating system. This includes planning and review rhythms, quarterly portfolio reallocation, and presenting the unit-economics model to the CFO. The leader represents marketing on the senior leadership team and externally with the board, investors, analysts, partners, and recruiting forums.

Requirements

12 or more years of marketing experience, including 5 or more years leading marketing at a digital-first consumer business (B2C, B2B2C, or platform/SaaS); experience running a P&L.
Personally scaled paid acquisition at significant annual spend across at least three of Google, Meta, TikTok, programmatic, affiliates, and partnerships, with weekly CAC and payback-period reporting to a CFO or CEO.
Owned full-funnel performance spanning paid acquisition, SEO, CRO, and lifecycle/CRM, with a documented A/B testing cadence and a record of improving channel-level metrics.
Built or rebuilt a marketing analytics and attribution stack, including CDP, attribution platform, and experimentation tooling; fluency in MTA, MMM, and incrementality testing.
Led teams of 15 or more across performance, lifecycle, analytics, and creative, including managing managers; track record of attracting, developing, and retaining senior marketing talent.
Owned LTV/CAC and payback-period discipline and unit economics in front of a CFO or board.
Executive presence and credibility with CEO, COO, CFO, Sales, and Product peers.

Nice To Haves

Experience in regulated consumer financial services such as insurance, mortgage, banking, fintech, or wealth/credit; or experience in marketplaces and SaaS platforms with strong consumer dynamics.
Served as a key marketing leader through a scale event such as an IPO, major capital raise, or multiple-x revenue ramp.
Familiarity with franchise, agent, or independent-distribution channels layered on top of D2C digital.
Hands-on experience with Salesforce, Snowflake or Databricks, Segment or mParticle, Amplitude or Mixpanel, Looker or Tableau, and a modern attribution stack such as Northbeam, Rockerbox, or Measured.
Quant-heavy graduate degree in statistics, economics, or engineering, or an MBA with a strong analytical track.

Responsibilities

Own customer-acquisition strategy and channel-level CAC and payback targets across paid media, affiliates, partnerships, and earned/SEO.
Drive weekly testing across creative, audience, bid strategy, landing pages, and offers; report incrementality rather than relying only on last-click attribution.
Lead SEO and conversion-rate optimization with quantified targets for organic traffic share, conversion rate, and qualified-lead volume.
Partner with Sales and the franchise network to develop referral and partner-channel programs.
Own lifecycle and CRM across email, SMS, push, and in-product surfaces, with goals for activation, retention, and cross-sell.
Build cohort-level visibility into renewal, churn, and policy density per household, and develop marketing interventions.
Partner with Product on activation and re-engagement experiments.
Lead positioning and messaging across consumer, franchise-recruiting, and B2B audiences; measure brand awareness and brand-driven search demand.
Govern voice, visual identity, and creative quality across performance and brand surfaces.
Oversee PR, communications, and analyst/IR partnerships, and lead industry thought leadership.
Own the marketing data and measurement stack, including CDP, attribution, experimentation, marketing mix modeling (MMM), and business intelligence (BI), as well as data contracts with Data Engineering and Finance.
Operate a portfolio of multi-touch attribution (MTA), MMM, and incrementality testing appropriate to each channel.
Run a channel-level scorecard for CAC, payback, and LTV/CAC in partnership with Finance.
Build, develop, and retain a team across performance marketing, lifecycle, analytics, creative, and product marketing; develop managers and establish a culture of curiosity, rigor, and accountability.
Own and allocate the marketing budget based on return, reallocating across channels, programs, agencies, and headcount as needed.
Manage agency, vendor, and creative-partner relationships using scorecards and contract leverage, and replace underperformers when warranted.
Establish the marketing operating system, including annual planning, quarterly reforecasts, monthly business reviews, weekly channel reviews, and a documented experimentation pipeline.
Partner with Sales, Product, Finance, Technology, and the franchise network as a peer on the senior leadership team.
Represent marketing externally with the board, investors, analysts, partners, and at recruiting forums.