Vice President of TV & Direct Response Media

Accountabilities

• • Own the television acquisition strategy, media budget, and P&L, allocating spend across networks, stations, dayparts, and channels against cost-per-lead and cost-per-closed-transaction targets.
  • Deploy and optimize national Spanish-language TV, local broadcast news, DRTV, CTV, DOOH, cinema, and other relevant offline media across concentrated metropolitan markets.
  • Develop trigger-based campaigns targeting homeowners experiencing major financial or life events, including divorce, debt, retirement, and the need for business capital.
  • Personally negotiate with television networks and station groups on rates, dayparts, adjacencies, make-goods, delivery, and contractual remedies.
  • Monitor post-logs and delivery performance directly, ensuring purchased media is delivered accurately and taking corrective action when commitments are not met.
  • Lead direct-response creative strategy, including briefs, 30-, 60-, and 120-second spots, long-form formats, testing strategies, production workflows, and creative rotations.
  • Build a robust TV response measurement and attribution infrastructure, connecting media activity to leads, appointments, contracts, and closed transactions.
  • Establish weekly optimization processes that identify where to scale, reduce, or stop media based on measurable acquisition economics.
  • Partner with digital marketing to ensure TV-generated demand is effectively captured through landing pages, retargeting, nurturing, and other digital conversion mechanisms.
  • Collaborate with sales to establish lead definitions, optimize lead handoff, and reinforce speed-to-lead practices.
  • Manage external production partners, agencies, media suppliers, and other stakeholders while maintaining direct ownership of performance.
  • Use acquisition and transaction data to determine where additional media investment can generate profitable growth and provide clear recommendations for scaling.

  Requirements

  • 8+ years of experience in direct-response or performance marketing, including at least 5 years leading marketing or media teams responsible for consumer lead generation and revenue outcomes.
  • Demonstrated mastery of television as a lead-generation channel, including personally negotiating media buys, managing rates and dayparts, running DRTV/CTV campaigns, verifying post-logs, and making performance-based kill/scale decisions.
  • Proven experience managing $1M+ annual media budgets, with television representing a significant component of the overall investment.
  • Substantial residential real estate experience acquiring homeowners who want or need to sell, ideally through home-buying businesses, real estate wholesaling, iBuyer models, sale-leaseback platforms, home equity businesses, or seller-focused lead-generation operations.
  • Strong understanding of motivated-seller economics, including cost per lead, appointment, contract, and closed transaction, as well as seller triggers and speed-to-lead requirements.
  • Demonstrated ability to build attribution and measurement infrastructure from the ground up and connect media spend to actual revenue outcomes.
  • Experience managing creative production and external agency or media partner ecosystems while remaining directly accountable for results.
  • Strong P&L ownership, commercial judgment, analytical ability, and confidence making significant budget allocation decisions based on performance data.
  • Exceptional communication and cross-functional collaboration skills, with the ability to work closely with digital marketing and sales teams around one acquisition funnel.
  • A highly hands-on, entrepreneurial operating style; this role requires someone who personally understands the mechanics of media buying and performance optimization rather than relying solely on delegated oversight.
  • Preferred experience includes Spanish-language television, long-form educational content, credit or barter media structures, metro-focused acquisition strategies, or marketing an emerging category.

  Benefits

  • Competitive base salary aligned with the seniority and scope of the role.
  • Performance bonus directly tied to TV-driven customer acquisition cost and transaction targets.
  • Potential stock option participation for the right candidate, creating an opportunity to share in the enterprise value generated through successful growth.
  • Fully remote work environment.
  • Significant autonomy and ownership over a substantial television and direct-response media portfolio.
  • Opportunity to help establish and scale the marketing strategy for an emerging residential real estate category.
  • Potential for increased title, scope, responsibility, and compensation as the business grows.