Vice President of TV & Direct Response Media
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AI Summary
You will own the end-to-end television media strategy, including budget allocation, negotiation, and creative direction across national and local channels. You are responsible for building measurement infrastructure and partnering with the marketing team to ensure profitable lead generation and transaction growth.
This is a remote position.
About Sell2Rent
Sell2Rent is a Miami-based residential real estate company pioneering the sale-leaseback: we help homeowners
sell their home and stay in it as renters, unlocking their equity without moving. Our customers are equity-rich,
cash-constrained homeowners at real financial inflection points — divorce, debt, retirement, or the need for
business capital. Most have never heard of a sale-leaseback, and many start skeptical. That makes marketing the
growth engine of this company: education creates the category, trust converts it, and disciplined lead economics
make it profitable.
The Opportunity
We have product-market fit, transaction history, strategic capital partners, and a seven-figure media portfolio
already secured — national Spanish-language TV, local broadcast news, DRTV, CTV, and out-of-home. Your first
year isn’t about fighting for budget; it’s about deploying real firepower brilliantly and proving the unit economics
that justify scaling far beyond it.
For the right candidate, success here means becoming a foundational leader of a growing team at the front of
an emerging asset class — residential sale-leaseback — with the chance to define how an entire category is
marketed on television in America. As the company scales, this role scales with it: the leader who deploys this
portfolio brilliantly and delivers the numbers will grow in title, scope, and compensation as Sell2Rent grows.
Successful performance will be rewarded accordingly: the right leader will be considered for stock options in the
company, because we want someone who builds enterprise value and owns a piece of what they build.
The Role
You own television end-to-end: strategy, buying, negotiation, creative direction, delivery verification,
measurement, and the budget behind it — including our secured media portfolio of national Spanish-language
TV, local broadcast, DRTV, CTV, and adjacent offline media (DOOH, cinema).
This role runs the TV side. Our existing digital marketing team — organic/SEO, Google Ads, and outbound calling
— continues to be led by our current VP of Marketing. The two of you operate one funnel under one acquisition-
cost discipline: television creates demand and generates leads at scale; digital captures, nurtures, and retargets
them. You are peers with complementary mandates, and the handoff between your channels is where this
company wins.
This is a hands-on operator role — not brand, not communications. The question that defines the job: “If we put
another $1 million on television, where will the next profitable transactions come from?” You must be able to
answer it with data, and be accountable for the answer.
Two Non-Negotiable Requirements
1. Mastery and control of television as a lead-generation medium. You have personally negotiated with
networks and station groups (rates, dayparts, adjacency, make-goods), built and scaled DRTV and CTV campaigns
with lead attribution to spot and daypart, verified delivery against post-logs yourself, and made weekly kill/scale
decisions on TV using cost-per-lead and cost-per-transaction. Overseeing an agency that did this does not
qualify.
2. Deep residential real estate experience acquiring home sellers. A substantial career chapter marketing to
homeowners who want or need to sell — with a real estate wholesaling operation, home-buying / “we buy
houses” company, iBuyer, sale-leaseback or home equity platform, or seller-side lead-gen business — ideally
with television as a primary channel. You natively know motivated-seller economics (cost per lead, appointment,
contract, close), seller triggers, speed-to-lead discipline, and how to market to homeowners under pressure
without ever being predatory.
A candidate missing either pillar is not a candidate, regardless of title.
Core Responsibilities
• Own the television budget and P&L: allocation across networks, stations, and dayparts, with CPL and cost-
per-closed-transaction targets for TV-driven leads
• Deploy the media portfolio — national Spanish-language TV (~20% of media, executed through the right
creative and intake resources), local broadcast news, DRTV, CTV, and adjacent offline media (DOOH,
cinema) — through trigger-based campaigns (divorce, debt, retirement, business capital) in 3–5
concentrated metros
• Negotiate directly with networks and station groups; verify delivery against post-logs; enforce make-goods
and remedies
• Direct TV creative: briefs, :30/:60/:120 direct-response spots, long-form formats, and testing rotations —
managing production partners to output
• Build TV response measurement and attribution from scratch, and integrate it into company-wide
acquisition reporting
• Partner with the VP of Marketing on retargeting, landing pages, and lead handoff so TV-driven demand is
captured digitally — and with sales on lead definitions and speed-to-lead
Requirements
• 8+ years in direct-response/performance marketing; 5+ years leading marketing or media teams where
revenue depended on consumer lead generation
• Both non-negotiable pillars above, with CPL/CAC numbers you can defend line by line
• $1M+ annual media budgets managed, television as the major component
• Built measurement infrastructure from scratch; managed production and agency ecosystems
• Preferred but not required: Spanish-language TV experience; long-form educational content; credit/barter
media structures; metro-concentration strategies; category-creation experience
Who This Role Is Not For
Digital-only performance marketers who have never controlled television; agency-side TV veterans without in-
house P&L ownership; marketers without residential real estate seller-acquisition experience; brand or
communications executives; big-company delegators who haven’t personally placed a buy or read a post-log in
years; anyone whose instinct is to report impressions when asked how marketing is doing.
If, instead, you read “own cost per closed transaction across DRTV, local broadcast, and CTV for a category
America hasn’t heard of yet” and felt your pulse pick up — we should talk.
Benefits
Compensation
Competitive base salary, performance bonus tied directly to TV-driven CAC and transaction targets, and stock
option consideration for the right candidate — a package built for a leader who wants their upside tied to
enterprise value in an emerging asset class, not capped at a salary.
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