Vice President of Marketing — Sell2Rent
Location: Miami, FL (HQ) | Reports to: CEO | Type: Full-time, senior leadership
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, digital, 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 in America. As the company scales, this role scales with it: the leader who demonstrates command across the full channel stack — television, paid search, social, organic, direct mail, and outbound — 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 homeowner acquisition end-to-end: strategy, budget, channels, creative, funnels, measurement, and team. You will work along with an existing marketing team running organic/SEO, Google Ads, and outbound calling, and integrate it with the television program under one funnel and one acquisition-cost discipline. You build a full-funnel direct-response machine (on the TV side) that turns media dollars into qualified homeowner leads and, with sales, into profitable closed transactions. This is a growth-operator and revenue-leader role — not brand, not communications. The question that defines the job: "If we invest another $1 million, 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 — with full-stack channel breadth. A substantial career chapter leading marketing for a large real estate wholesaling operation, home-buying / "we buy houses" company, iBuyer, sale-leaseback or home equity platform, or seller-side lead-gen business — where you ran the complete motivated-seller channel stack: television, pay-per-click / paid search, paid social, SEO/organic, direct mail, and outbound, all against one number. 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. This breadth — full-stack command, not channel specialization — is what this role demands and what it rewards.
A candidate missing either pillar is not a candidate, regardless of title.
Core Responsibilities
- Own the marketing P&L: budget allocation, CPL/CAC targets, and marketing-attributed revenue
- Deploy the media portfolio across TV, search, social, direct mail, DOOH, and content — trigger-based campaigns (divorce, debt, retirement, business capital) in 3–5 concentrated metros; roughly 80% general-market English, with a Spanish-language component (~20% of media) executed through the right creative and intake resources
- Build the measurement backbone: attribution, lead-source reconciliation, weekly executive reporting
- Lead, level up, and expand the existing marketing team (organic/SEO, Google Ads, outbound) — one team, one funnel, one CAC discipline across every channel
- Run relentless testing across creative, offers, audiences, and funnels — kill and scale on evidence
- Partner tightly with sales on lead definitions, SLAs, speed-to-lead, and conversion feedback loops
Qualifications
- 8+ years in direct-response/performance marketing; 5+ years leading marketing 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 a major component
- Built measurement infrastructure from scratch; built and led marketing teams plus 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
Brand-first or communications-track CMOs; digital-only performance marketers who have never controlled television; marketers without residential real estate seller-acquisition experience; agency-side TV veterans without in-house P&L ownership; big-company delegators who haven't been inside an ad account 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, search, and direct mail for a category America hasn't heard of yet" and felt your pulse pick up — we should talk.
Compensation
Competitive base salary, performance bonus tied directly to marketing 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.
To apply or refer a candidate, contact Sell2Rent leadership.
Pay: $80,000.00 - $150,000.00 per year
Benefits:
- Paid time off
- Parental leave
Work Location: Remote
