Product Marketing Manager

About Trovy

Trovy is building the financial home base for America's 86 million homeowners — the go-to platform for managing your home and accessing low-rate credit, because life is expensive and unpredictable. We believe your biggest asset should unlock your best financial options: bypass the myriad of expensive, rigid credit products and replace them with one simple, powerful solution built around your home equity. Backed by top-tier venture capital, Trovy is led by a team of proven fintech innovators on a mission to make homeownership and personal finances more manageable. Don't own a home without it.

Role Overview

We're seeking a Senior Product Marketing Manager to own how Trovy shows up to the world — from the first touchpoint a prospective borrower sees to the lifecycle communications that turn customers into long-term advocates. This is a growth-oriented role that sits at the intersection of product, marketing, and analytics. You'll own our messaging, lifecycle programs, conversion optimization, and campaign reporting, and you'll help shape the product narrative as Trovy expands beyond its first product into a full homeowner platform. This role reports to senior leadership with a clear path to owning Trovy's full brand narrative as the team scales.

Key Responsibilities

Product Messaging & Positioning

• Own Trovy's product messaging across all owned channels — website, email, in-app, landing pages, and partner placements

• Translate complex financial product features into clear, compelling consumer value propositions

• Develop messaging frameworks for new product launches, feature releases, and market expansions

• Think beyond the current HELOC and card product — help articulate Trovy's vision as a full homeowner financial platform, including home management tools, partnerships, and future product lines

• Collaborate with leadership on brand voice, narrative, and long-term positioning

Lifecycle Marketing & CRM

• Own Trovy's lifecycle marketing infrastructure in Customer.io, including audience segmentation, flow architecture, and trigger logic

• Build and optimize end-to-end lifecycle programs across the full funnel: awareness, application, onboarding, activation, engagement, and retention

• Manage Twilio-based SMS and messaging flows in coordination with lifecycle strategy

• Design and execute retention campaigns that drive draw activity, product engagement, and long-term borrower loyalty

• Develop change-in-terms, regulatory, and servicing communications that are clear, compliant, and on-brand

Conversion Optimization & Growth

• Own the prequal flow, landing pages, and application entry points end-to-end — messaging, design direction, A/B testing, and performance

• Use session recordings, heatmaps, and behavioral analytics to identify friction points and prioritize optimization opportunities

• Partner with product and engineering to implement and test improvements to conversion rate and funnel throughput

• Build and maintain a structured experimentation roadmap with clear hypotheses, success metrics, and readouts

Analytics & Reporting

Own campaign performance reporting across lifecycle, CRM, and owned channels — build dashboards and deliver regular readouts to leadership

Define and track key product marketing metrics: activation rates, engagement, retention, LTV, and channel attribution

Use Amplitude to monitor product retention and experiment visibility across the funnel

Translate data into clear recommendations — you don't just report numbers, you tell leadership what to do next

Qualifications

• 3+ years of experience in product marketing, growth marketing, or lifecycle marketing — ideally at a consumer fintech or financial services company

• Hands-on experience owning Customer.io or a comparable lifecycle/CRM platform (Braze, Klaviyo, Iterable)

• Experience with Twilio or SMS marketing workflows

• Strong analytical skills — comfortable in Amplitude, Heap, or similar; able to build your own reports and draw conclusions without a dedicated analyst

• Experience with conversion rate optimization, landing page testing, and funnel analytics

• Excellent writer — you can craft messaging that is clear, precise, and human across a range of formats and audiences

• Familiarity with consumer lending, home equity, or mortgage products a strong plus

Experience working in an early-stage or high-growth environment where you've had to build from scratch

What You'll Bring

• A growth mindset — you think about marketing in terms of outcomes, not outputs

• Strong product intuition — you understand how product decisions and marketing decisions are inseparable

• Comfort operating with autonomy and moving fast without sacrificing quality

• An owner's mentality — you treat the prequal flow, the lifecycle programs, and the metrics like they're yours, because they are

Compensation & Benefits

• Compensation: Base Salary: $130,000 - $160,000 + Equity.

• Market Opportunity: Join a team tackling the $30T home equity market.

• Early Impact: Help shape our operations from the ground up.

• Ownership: Competitive salary, meaningful equity, and room to grow.

• Success: No sales commissions; your success is measured by customer outcomes, not volume.

• Location: On-site, New York City.

• Benefits: 401K account, 100% company-paid dental, medical, vision and life insurance, flexible time off, and more.