layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Senior Director of Growth at Trovy | LAYIQ

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

Senior Director of Growth

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