The Challenge
Vella is replacing chaos in home services with predictability-and you're building the demand engine to prove it works at scale. Own customer acquisition in Dallas/Austin, then build the playbook for national expansion.
Your Mission
Establish growth baseline: document last 4 weeks of CAC, payback period, LTV, and channel mix; identify biggest measurement gaps
Ship 10+ experiments across paid (Google, Meta, TikTok, LSAs), creative, offers, and retargeting with measurable kill criteria
Greenlight at least one scalable acquisition path with CAC/payback improvement or appointment growth at flat efficiency
Build and launch one compounding loop (referral or partnership) with attribution tracking and first attributed volume
Scale winning acquisition channels to $XXK monthly spend with target CAC and payback benchmarks
Deliver City Growth Playbook v1 (channels, budgets, creative system, partnership motion, cadence, KPIs, expansion checklist)
Expand growth pod effectiveness: optimize Social/Creative velocity and BD pipeline for consistent pipeline generation
Prove repeatable unit economics and positioning ready for expansion to 2-3 additional markets
KPIs You'll Own
Customer Acquisition Cost (CAC)
Cost per completed appointment acquisition by channel; target payback period improvement YoY.
Payback Period
Months to recoup CAC; primary efficiency metric for scaling decisions.
Lifetime Value (LTV)
Total revenue per customer across repeat appointments; used to validate unit economics and growth runway.
Completed Appointments
Monthly appointments closed; top-line volume growth metric by channel and campaign.
Conversion Rate
Lead-to-appointment conversion across funnel; tracked by channel and creative variant.
Weekly Experiment Velocity
Number of tests shipped, learnings captured, and scaling/kill decisions made each week.
Tools & Stack
Your Team
Your Manager
CEO
Current Team
You + Social/Creative Lead + Business Development Lead (2 direct reports)
New role; backfill for growth leadership
The Package
Salary
$100K-$200K base
Variable
Bonus
Equity
Meaningful upside (equity implied)
Remote
On-site or hybrid (Dallas or Austin, TX preferred); in-person presence expected
Benefits & Perks
Company Intelligence
Vella is building the execution layer for home services, starting with cleaning. They replace arrival windows and variable scope with deterministic duration and execution, creating a reliability system learned through real in-home data and encoded into software. The result: services customers trust and a defensible data advantage.
Culture
AI-native operating system. Fast-moving, high-intensity culture. Expects long hours, nights, weekends. Built for builders, not work-life balance optimizers.
Is This Role For You?
- You've owned growth P&L with real unit economics (CAC, LTV, payback) and know how to improve them
- You thrive in high-velocity experimentation: hypothesis → test → learn → scale/kill cycles
- You're comfortable splitting time between strategy and hands-on execution (running ads, optimizing creative, building partnerships)
- You want to prove a scalable playbook and expand it nationally; geographic arbitrage and unit economics excite you
- You're a self-starter who doesn't need hand-holding; you can diagnose, decide, and ship in weeks
- You need work-life balance or predictable hours; this is high-burn, high-upside early stage
- You've only managed teams or done strategy; you need hands-on growth execution experience with measurable results
- You're not comfortable with experimentation and failure; killing bad ideas fast is the job
- You need a mature, documented playbook to inherit; you're building this from day one
Interview Process
Screening call
Growth leadership background, unit economics experience, and fit for on-site role
Deep dive case study
Walk through a past growth initiative: hypothesis, experiments, results, CAC/LTV improvement
CEO conversation
Strategy, vision, and partnership on growth roadmap and early priorities
References
Past CEOs/stakeholders on execution velocity, unit economics discipline, and team leadership
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.