Vice President - Marketing

The Vice President of Marketing leads Goosehead's customer-acquisition engine. This is a digital-first, performance-led role for an operator who has personally scaled paid, organic, lifecycle, and partner channels at a high-growth consumer business. Reporting up to the Executive Leadership Team, the VP owns the full acquisition funnel — paid media, SEO/CRO, lifecycle/CRM, partnerships, and the Mar Tech and attribution stack that powers them — with measurable accountability for new policy growth, blended CAC, and LTV/CAC payback.

Just as critically, this leader is the inspirational head of the marketing function: a magnet for top talent, a developer of managers, a disciplined steward of the marketing budget, and a senior partner to Sales, Product, Finance, Technology, and the franchise network.

What You'll Own Full marketing P&L and channel mix, with explicit ownership of paid acquisition, SEO, CRO, lifecycle/CRM, and partner marketing.

The marketing team — talent density, culture, day-to-day leadership, and the manager bench that keeps a high-performance function motivated, accountable, and growing.

The full marketing budget, allocated and defended with disciplined ROI logic and reallocated quarterly as the data demands.

The Mar Tech and measurement stack (CDP, ESP, attribution, experimentation, BI), including the data contracts with Finance and Product.

The marketing operating system: planning rhythm, weekly channel reviews, quarterly portfolio reallocation, and the unit-economics model presented to the CFO.Agency, vendor, and creative-partner relationships across performance, lifecycle, creative, analytics, and PR.

KEY RESPONSIBILITIES Acquisition & Growth Own customer-acquisition strategy and the channel-level CAC and payback targets across paid (Google, Meta, programmatic, paid social), affiliates, partnerships, and earned/SEO.Drive a weekly testing cadence across creative, audience, bid strategy, landing page, and offer; report incrementality, not just last-click.

Lead SEO and CRO as first-class growth disciplines, with quantified targets for organic traffic share, conversion rate, and qualified-lead volume.

Partner with Sales and the franchise network to design referral and partner-channel programs that compound with digital demand.

Lifecycle, Retention & Monetization Own the lifecycle and CRM motion across email, SMS, push, and in-product surfaces, with measurable goals for activation, retention, and cross-sell (auto / home / life / umbrella).Build cohort-level visibility into renewal, churn, and policy density per household, with marketing-driven interventions for each.

Partner with Product on activation and re-engagement experiments; treat marketing and product as a single funnel.

Brand, Positioning & Creative Sharpen Goosehead's positioning and messaging architecture across consumer, franchise-recruit, and B2B audiences; treat brand as a compounding asset, measured by aided/unaided awareness and brand-driven search demand.

Govern voice, visual identity, and creative quality across performance and brand surfaces.

Oversee PR, communications, and the analyst/IR partnership; lead industry thought leadership.

Analytics, Mar Tech & Attribution Own the marketing data and measurement stack end-to-end: CDP, attribution, experimentation, MMM, and BI — including the data contracts with Data Engineering and Finance.

Operate a portfolio of MTA, MMM, and incrementality testing (geo-holdouts, PSA tests) appropriate to each channel.

Run a channel-level scorecard of CAC, payback, and LTV/CAC in partnership with Finance.

Team, Budget & Operating System Build, develop, and retain a team across performance marketing, lifecycle, analytics, creative, and product marketing; set the bar for talent density and create a culture of curiosity, rigor, and accountability.

Lead, inspire, and mentor the marketing organization — coach managers into directors, give clear feedback, define career paths, and make the function a destination for top marketers.

Own the full marketing budget with disciplined ROI orientation; allocate and reallocate across channels, programs, agencies, and headcount to maximize return.

Govern the agency,…