layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

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

LAYIQ - VP, Marketing at Trovy, New York City, NY

Drive Scalable Growth
Own top-of-funnel metrics and multi-year marketing plans across Trovy's home equity products
Determine resourcing and support needs, build internal alignment, and deliver against aggressive volume targets
Accelerate the development of enhanced targeting models and customer research to sharpen acquisition efficiency
Build lifecycle programs that drive activation, card usage, draws, retention, and referrals across the customer base
Define the Competitive Edge
Lead deep market research and competitor analysis to drive recommendations that lean into Trovy's unique advantages in the home equity market
Lead a proactive PR strategy so Trovy's strengths are clearly communicated and recognized by the market, media, and customers
Influence the Product Roadmap
Act as a key partner on new product design, bringing market intelligence and customer insight to ensure new offerings are positioned to win from day one
Partner with product and operations on the borrower lifecycle, from first inquiry through active draw period
Own the Channel Mix
Own the full acquisition mix, paid, affiliate, direct mail, organic/SEO, and lifecycle, setting strategy, budget allocation, and performance standards, and managing employees and consultants who own individual channels
Own the marketing budget directly, growing acquisition volume while holding or improving CAC
Monitor performance across the mix and make rapid calls on where to cut, scale, or iterate
Stand up new distribution channels and strategies beyond paid media, including additional organic growth and B2B2C partnerships
Own the Brand
Set Trovy's creative and brand vision across every touchpoint, from paid ads and direct mail to the website and the card itself
Level Up the Team
Mentor and empower the marketing team to be a data-first execution engine with a mission-driven, high-performance culture
Own the marketing budget directly, growing acquisition volume while holding or improving CAC
Work cross functionally with designers, product, data, and compliance to bring campaigns to life, including building a fast, scalable ad review process across legal and regulatory requirements

VP, Marketing

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