VP, Growth

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 homeownership more accessible and sustainable for a wider range of buyers. We are actually solving home affordability at scale - this is one of the most pressing problems in our country today and we are fixing it. Our structure meaningfully reduces both the upfront cost of purchasing a home and monthly costs. We expand the path to ownership for people who have been locked out of traditional markets and help existing homeowners access their equity at cost well below existing solutions. Cedar is already making a substantial impact for homeowners and we have material backing from top investors. Join our fast-growing and high-performing team as we fundamentally change how people buy homes and create a new institutional asset class.

About the Role

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.

This role is designed for a growth leader who has done this before in housing-adjacent businesses-mortgage, HELOC, home equity, real estate brokerage, or prop-tech-where trust, education, timing, and long consideration cycles materially affect conversion. You will work directly with the CEO, Product Lead, and Product Engineers to ensure tight alignment between product, messaging, and performance.

What You'll Do

D2C Paid Acquisition

Own and scale paid acquisition across Meta, Google, affiliate networks, and emerging channels

Use HubSpot 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 (homebuyers, 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

What We Need

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.

Qualifications

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 HubSpot or similar CRM / marketing automation platforms

Experience owning websites, landing pages, and conversion optimization

Proven ability to build and lead high-performing marketing teams

Why Choose Cedar?

Take real ownership early - the work is not theoretical

Grow through direct feedback, rigorous debate, and steep responsibility

Be pushed to develop judgment, not just skills

Build a track record that compounds - responsibility scales with performance

Cedar is built for people who want to operate at a very 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.

If you want comfort, you won't like it here. If you want to build, learn, and win-Cedar is the place.