Head of Growth

Location: Dallas or Austin, TX (preferred) | In-person / Hybrid (TX-based)

Compensation: $100k–$200k base meaningful upside (bonus/equity)

Reports to: CEO · Type: Full-time

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ABOUT VELLA

Vella is building the execution layer for home services, starting with cleaning.

We make work inside the home deterministic by defining duration and execution—replacing arrival windows, variable scope, and "it depends" with certainty.

Our advantage compounds: the reliability system is learned through real in-home execution and encoded into software. The result is a service customers trust, and a data advantage competitors can't shortcut.

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HOW WE WORK

Everyone at Vella operates inside an AI-native operating system. AI handles briefings, task management, and synthesis. You bring judgment, taste, relationships, and speed.

We move fast and we work hard. Expect long hours, nights, and weekends. If you're optimizing for work-life balance, this isn't the place for you. If you want to build a category-defining company, you'll love it here.

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THE ROLE

You own the demand engine—turning Vella's predictability advantage into a repeatable customer acquisition machine in Dallas and Austin, and then a playbook for national expansion.

You'll lead a small growth pod with two direct reports: a Social/Creative Lead and a Business Development Lead. This is a hands-on player/coach role — you set strategy, run the growth cadence, and personally drive the highest-leverage initiatives.

You will own CAC, payback period, and LTV.

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WHAT YOU'LL OWN (FIRST 45 DAYS)

You're not starting from zero. Vella already has meaningful growth infrastructure and an operating cadence. You take the controls immediately.

Days 1–3 → Run the growth cadence end-to-end. Publish a one-page baseline (last 4 weeks completed appointments, channel mix, CAC/payback, biggest measurement gaps). Deliver a 45-day plan: top 3 bets kill criteria. Set weekly outputs for Social/Creative and BD.

By Day 10 → Ship 10 experiments (ads/offers/landing/retargeting/referral/partnership) with briefs kill criteria. Get 15 new creatives live and install a repeatable weekly creative loop. Stand up BD pipeline: target list, outreach engine, pitch, tracking. Deliver decision memos: what ran, what moved, what scales/kills next.

By Day 45 → Greenlight at least one scalable acquisition path with meaningful CAC/payback improvement or completed-appointment growth at flat efficiency. Launch one compounding loop (referral or partnership) with tracking first attributed volume. Deliver City Growth Playbook v1 (channels, budgets, creative system, partnership motion, cadence, KPIs, expansion checklist).

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RESPONSIBILITIES

→ Lead the growth pod (Social/Creative BD): priorities, cadence, standards, accountability

→ Build/operate a high-velocity experimentation engine (hypothesis → test → learn → scale/kill)

→ Launch and scale paid acquisition (Google, Meta, TikTok, LSAs/local, retargeting)

→ Direct creative strategy and iteration velocity; improve conversion across the funnel

→ Build referral/word-of-mouth loops and measurable partnership channels

→ Partner with CEO on positioning, messaging, and offers

→ Represent Vella locally when it drives measurable growth

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MUST-HAVES

→ Owned growth with real unit economics (CAC/LTV/payback), not just "brand"

→ Can show artifacts: dashboards, experiment logs, ads/creative, landing pages, partner funnels

→ Strong analytical depth (cohorts, incrementality awareness, attribution limitations)

→ High agency and speed; comfortable being measured weekly on outcomes

→ AI-native leverage (automation, creative iteration, reporting workflows)

→ Can lead a small team (2–6) to high output without becoming a meeting factory

→ Strong creative judgment BD rigor (pipeline → close → attributable volume)

NICE-TO-HAVES

→ Local services / marketplace experience

→ Scrappy technical chops (SQL/basic code, automations, APIs, data tooling)

→ Built partnerships that drove measurable attributable volume

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Vella is an equal opportunity employer. We evaluate candidates based on capability and mindset, not pedigree.