VP - Marketing

Goosehead Insurance•Westlake, OH

About The Position

The Vice President of Marketing leads Goosehead's customer-acquisition engine. This is a digital-first, performance-led role for an operator who has personally scaled paid, organic, lifecycle, and partner channels at a high-growth consumer business. Reporting up to the Executive Leadership Team, the VP owns the full acquisition funnel — paid media, SEO/CRO, lifecycle/CRM, partnerships, and the MarTech and attribution stack that powers them — with measurable accountability for new policy growth, blended CAC, and LTV/CAC payback. Just as critically, this leader is the inspirational head of the marketing function: a magnet for top talent, a developer of managers, a disciplined steward of the marketing budget, and a senior partner to Sales, Product, Finance, Technology, and the franchise network.

Requirements

12+ years of marketing experience, including 5+ years leading marketing at a digital-first consumer business (B2C, B2B2C, or platform/SaaS).
Has run a P&L, not just a function.
Has personally scaled paid acquisition at significant annual spend across at least three of: Google, Meta, TikTok, programmatic, affiliates, partnerships — with weekly CAC and payback-period reporting to a CFO or CEO.
Owned full-funnel performance: paid + SEO + CRO + lifecycle/CRM, with a documented A/B testing cadence and a track record of moving channel-level metrics.
Built or rebuilt a marketing analytics and attribution stack (CDP, attribution platform, experimentation tooling); fluent in MTA, MMM, and incrementality testing.
Has led teams of 15+ across performance, lifecycle, analytics, and creative, including managing managers; track record of attracting, developing, and retaining senior marketing talent.
LTV/CAC and payback-period discipline — has owned 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 — insurance, mortgage, banking, fintech, or wealth/credit — or in marketplaces and SaaS platforms with strong consumer dynamics.
Has been a key marketing leader through a scale event (IPO, major capital raise, or a multiple-x revenue ramp).
Familiar with a franchise, agent, or independent-distribution channel layered on top of D2C digital.
Hands-on with Salesforce, Snowflake or Databricks, Segment or mParticle, Amplitude or Mixpanel, Looker or Tableau, and a modern attribution stack (Northbeam, Rockerbox, Measured, or equivalent).
Quant-heavy graduate degree (statistics, economics, engineering) or MBA with a strong analytical bent.
Inspirational team leader. Attracts top talent, develops managers into directors, gives unambiguous feedback, and builds the kind of culture people don't want to leave.
Operator-first. Comfortable in the ad accounts, the dashboards, and the attribution model. Won't outsource judgment to an agency.
Builder. Has stood up a marketing operating system (planning rhythm, weekly reviews, channel scorecards) — not just inherited one.
Steward of capital. Treats every marketing dollar as the company's dollar and defends ROI rigorously.
Financial fluency. Speaks unit economics, payback, and contribution margin as a first language.
High agency, low ego. Runs toward unowned problems; gives credit, takes accountability.
Brand sensibility. Respects brand as a compounding asset even when performance is the priority.

Responsibilities

Full marketing P&L and channel mix, with explicit ownership of paid acquisition, SEO, CRO, lifecycle/CRM, and partner marketing.
The marketing team — talent density, culture, day-to-day leadership, and the manager bench that keeps a high-performance function motivated, accountable, and growing.
The full marketing budget, allocated and defended with disciplined ROI logic and reallocated quarterly as the data demands.
The MarTech and measurement stack (CDP, ESP, attribution, experimentation, BI), including the data contracts with Finance and Product.
The marketing operating system: planning rhythm, weekly channel reviews, quarterly portfolio reallocation, and the unit-economics model presented to the CFO.
Agency, vendor, and creative-partner relationships across performance, lifecycle, creative, analytics, and PR.
Own customer-acquisition strategy and the channel-level CAC and payback targets across paid (Google, Meta, programmatic, paid social), affiliates, partnerships, and earned/SEO.
Drive a weekly testing cadence across creative, audience, bid strategy, landing page, and offer; report incrementality, not just last-click.
Lead SEO and CRO as first-class growth disciplines, with quantified targets for organic traffic share, conversion rate, and qualified-lead volume.
Partner with Sales and the franchise network to design referral and partner-channel programs that compound with digital demand.
Own the lifecycle and CRM motion across email, SMS, push, and in-product surfaces, with measurable goals for activation, retention, and cross-sell (auto / home / life / umbrella).
Build cohort-level visibility into renewal, churn, and policy density per household, with marketing-driven interventions for each.
Partner with Product on activation and re-engagement experiments; treat marketing and product as a single funnel.
Sharpen Goosehead's positioning and messaging architecture across consumer, franchise-recruit, and B2B audiences; treat brand as a compounding asset, measured by aided/unaided awareness and brand-driven search demand.
Govern voice, visual identity, and creative quality across performance and brand surfaces.
Oversee PR, communications, and the analyst/IR partnership; lead industry thought leadership.
Own the marketing data and measurement stack end-to-end: CDP, attribution, experimentation, MMM, and BI — including the data contracts with Data Engineering and Finance.
Operate a portfolio of MTA, MMM, and incrementality testing (geo-holdouts, PSA tests) appropriate to each channel.
Run a channel-level scorecard of CAC, payback, and LTV/CAC in partnership with Finance.
Build, develop, and retain a team across performance marketing, lifecycle, analytics, creative, and product marketing; set the bar for talent density and create a culture of curiosity, rigor, and accountability.
Lead, inspire, and mentor the marketing organization — coach managers into directors, give clear feedback, define career paths, and make the function a destination for top marketers.
Own the full marketing budget with disciplined ROI orientation; allocate and reallocate across channels, programs, agencies, and headcount to maximize return.
Govern the agency, vendor, and creative-partner ecosystem with clear scorecards, contract leverage, and the willingness to retire underperformers and reinvest in what works.
Establish the operating system: annual plan, 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.