Marketing ​/ Advertising ​/ PR, Digital Marketing, Marketing Strategy

About Cedar

Cedar is creating the most significant innovation in home affordability since the 30-year mortgage. By reimagining the land lease as a consumer-first model, Cedar makes home ownership more accessible and sustainable for a wider range of buyers.

As VP, Growth at Cedar, you will own the company’s go-to-market engine end-to-end. This is a senior, hands‑on role responsible for building, scaling, and continuously optimizing Cedar’s direct-to-consumer acquisition across paid, organic, and earned channels.

• D2C Paid Acquisition
  • Own and scale paid acquisition across Meta, Google, affiliate networks, and emerging channels
  • Use Hub Spot and related tooling to manage funnels, attribution, and lifecycle marketing
  • Design, test, and optimize landing pages, creative, copy, and conversion flows
  • Run disciplined A/B testing across ads, pages, offers, and messaging
  • Optimize CAC, conversion rates, and funnel efficiency across customer segments (home buyers, realtors, cash‑out / home equity seekers)
• D2C Organic & Owned Channels
  • Own Cedar’s marketing website and on‑site conversion experience
  • Build a durable organic engine through SEO, educational content, and thought leadership
  • Develop a realtor‑focused content strategy, including newsletters and community efforts, to stay top‑of‑mind with brokers and agents
  • Ensure content clearly explains Cedar’s value in a way that builds trust and drives action
• D2C Earned Media & Brand Amplification
  • Lead Cedar’s PR and earned media strategy with external agencies and partners
  • Secure placements across TV, podcasts, digital media, and industry publications
  • Position Cedar’s leadership as credible experts in housing affordability, real estate, and consumer finance
  • Ensure consistency across paid, owned, and earned messaging
• Go‑To‑Market Leadership
  • Own GTM strategy for new products, features, and market launches
  • Partner with Product and Engineering to align roadmap and messaging
  • Build reporting and dashboards to track channel performance and ROI
  • Hire and scale a lean, high‑performance growth team over time

We are looking for a growth leader with a proven track record scaling D2C acquisition in housing‑related markets. You should have direct experience marketing products such as mortgages, HELOCs, home equity loans, reverse mortgages, or real estate brokerage platforms—or leading growth at a consumer‑facing prop‑tech company.

You understand that these are high‑trust, high‑consideration decisions, and that effective growth requires education, credibility, and timing—not just clicks. You are comfortable owning performance outcomes, working directly in tools and dashboards, and iterating quickly in partnership with product and engineering.

This role requires high agency, strong judgment, and comfort operating in ambiguity. You should be equally effective in execution and strategy.

• 7+ years of experience in growth, performance marketing, or GTM leadership roles
• Direct experience scaling D2C acquisition in mortgage, HELOC, home equity, real estate brokerage, or prop‑tech businesses
• Strong hands‑on experience with Meta Ads Google Ads, affiliate marketing, and CRO
• Experience with Hub Spot or similar CRM / marketing automation platforms
• Experience owning websites, landing pages, and conversion optimization
• Proven ability to build and lead high‑performing marketing teams

Cedar is built for people who want to operate at a high level on work that matters. We run a true owner’s culture: high standards, direct feedback, fast iteration and accountability to outcomes. You’ll have real responsibility early, you’ll be expected to think—not just execute—and you’ll be surrounded by teammates who push hard and care deeply about excellence.

This is not a company for people who need perfect clarity, gentle consensus, or predictable routines. The pace is fast, the problems are complex, and the bar is high. But the upside is rare: steep growth, meaningful autonomy, and the chance to do career‑defining work with a team that treats the mission seriously and rewards success well.

Compensation Range: $130K - $190K