Vice President of TV & Direct Response Media

Job Description

Job Description

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 PL: 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

• 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 PL 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.

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.