Vice President, TV and Direct Response Media

This is a fully remote position, open to applicants in United States.

📋 Description

• Take charge of the television budget and P&L, distributing expenditures across various networks, stations, and time slots while meeting CPL and cost-per-closed-transaction objectives.

• Implement national Spanish-language TV, local broadcast news, DRTV, CTV, DOOH, and cinema campaigns in 3–5 targeted metropolitan areas.

• Engage in direct negotiations with networks and station groups.

• Confirm media delivery in accordance with post-logs and enforce make-goods and remedies as necessary.

• Oversee TV creative briefs, direct-response advertisements, long-form formats, and testing rotations.

• Manage production partners and their output.

• Develop a TV response measurement and attribution framework from the ground up.

• Incorporate TV attribution into company-wide acquisition reporting.

• Collaborate with the VP of Marketing on retargeting, landing pages, and lead handoff processes.

• Work alongside sales teams on lead definitions and lead response times.

⛳️ Requirements

• A minimum of 8 years in direct-response/performance marketing.

• At least 5 years of experience leading marketing or media teams where revenue was reliant on consumer lead generation.

• Expertise and mastery in utilizing television as a medium for lead generation.

• Proven personal experience negotiating with networks and station groups regarding rates, dayparts, adjacencies, and make-goods.

• Background in building and scaling DRTV and CTV campaigns with lead attribution linked to specific spots and dayparts.

• Proven experience in verifying media delivery against post-logs.

• Capability to make weekly TV kill/scale decisions based on cost-per-lead and cost-per-transaction metrics.

• Extensive experience in residential real estate, particularly in acquiring home sellers.

• Experience in marketing to homeowners who are looking to sell through various channels, including real estate wholesaling, home-buying companies, iBuyers, sale-leaseback, or seller-side lead-generation businesses.

• Understanding of motivated-seller economics, seller triggers, speed-to-lead best practices, and marketing to homeowners under pressure without being predatory.

• Defensible CPL/CAC metrics on a line-by-line basis.

• Management of annual media budgets exceeding $1M, with television as the primary component.

• Established measurement infrastructure from the beginning.

• Experience managing production and agency ecosystems.

• Preferred but not mandatory: Experience with Spanish-language TV, long-form educational content, credit/barter media structures, metro-concentration strategies, and category-creation expertise.

🏝️ Benefits

• Competitive base salary.

• Performance bonus directly linked to TV-driven CAC and transaction objectives.

• Stock option consideration for the right candidate.

• Compensation package with potential for upside related to enterprise value.