Director, Marketing Analytics

Greenlight is the leading family fintech company on a mission to help parents raise financially smart kids. We proudly serve more than 6 million parents and kids with our award-winning banking app for families. With Greenlight, parents can automate allowance, manage chores, set flexible spend controls, and invest for their family’s future. Kids and teens learn to earn, save, spend wisely, and invest.

At Greenlight, we believe every child should have the opportunity to become financially healthy and happy. It’s no small task, and that’s why we leap out of bed every morning to come to work. Because creating a better, brighter future for the next generation depends on it.

Greenlight is the leading family fintech company on a mission to help parents raise financially smart kids. We proudly serve more than 6 million parents and kids with our award-winning banking app for families. With Greenlight, parents can automate allowance, manage chores, set flexible spend controls, and invest for their family’s future. Kids and teens learn to earn, save, spend wisely, and invest.

At Greenlight, we believe every child should have the opportunity to become financially healthy and happy. It’s no small task, and that’s why we leap out of bed every morning to come to work. Because creating a better, brighter future for the next generation depends on it.

We're hiring a Director, Marketing Analytics to lead Offline and Brand measurement on our Marketing Science team. 
You will own the Offline and Brand Measurement framework end-to-end: TV (linear and streaming), podcast, out-of-home, direct mail, and brand marketing. That means ensuring our Marketing Mix Model is accurate, well-calibrated, and actually driving decisions for offline and brand spend. You will design and execute incrementality tests and translate measurement outputs into concrete choices about offline budget allocation and channel strategy. This is not a coordination role. It's a hands-on, technically demanding position that requires you to be the expert in the room on offline and brand analytics, with a strong point of view on what's working and what isn't. You'll bring marketing measurement expertise to executive conversations: not just presenting data, but shaping how leadership thinks about offline and brand investment.
You will work closely with marketing leadership, media buyers, and the broader Marketing Science team. Your output will directly shape how we invest across offline and brand channels.
This role reports to the Senior Director, Business Analytics.

We're hiring a Director, Marketing Analytics to lead Offline and Brand measurement on our Marketing Science team. 
You will own the Offline and Brand Measurement framework end-to-end: TV (linear and streaming), podcast, out-of-home, direct mail, and brand marketing. That means ensuring our Marketing Mix Model is accurate, well-calibrated, and actually driving decisions for offline and brand spend. You will design and execute incrementality tests and translate measurement outputs into concrete choices about offline budget allocation and channel strategy. This is not a coordination role. It's a hands-on, technically demanding position that requires you to be the expert in the room on offline and brand analytics, with a strong point of view on what's working and what isn't. You'll bring marketing measurement expertise to executive conversations: not just presenting data, but shaping how leadership thinks about offline and brand investment.
You will work closely with marketing leadership, media buyers, and the broader Marketing Science team. Your output will directly shape how we invest across offline and brand channels.
This role reports to the Senior Director, Business Analytics.

Your day-to-day:

• Own the measurement strategy for TV (linear and CTV/streaming), podcast, OOH, direct mail, and brand marketing channels, including methodology selection, model governance, and insight delivery.

• Own the accuracy and leverage of our Marketing Mix Model (MMM) for offline and brand spend. Ensure inputs are clean and representative, outputs are properly calibrated against incrementality ground truth, and results are translated into concrete budget allocation decisions rather than sitting in a report.

• Own the team-wide incrementality roadmap and methodology standards. Design and execute incrementality experiments for offline and brand channels (geo holdouts, synthetic control, matched market tests) to establish causal impact and validate MMM outputs against ground truth. Coordinate with paid digital analysts on test design and scheduling to avoid test collisions and maintain consistent methodology across online and offline.

• Develop and own brand marketing measurement: brand lift studies, awareness-to-conversion funnel tracking, and long-run brand equity modeling.

• Own podcast measurement, including attribution methodologies (vanity URLs, promo codes, pixel-based), reach estimation, and incrementality validation.

• Translate MMM outputs and incrementality results into offline and brand budget allocation recommendations with clear confidence bounds. Decision-ready, not just slide-ready.

• Develop and maintain channel-level media response curves, saturation analysis, and diminishing returns modeling for offline media to support scenario planning and spend optimization.

• Partner with media buyers and marketing leadership to scope offline and brand measurement roadmaps, pressure-test interpretations, and ensure findings actually change how we invest.

• Own and present a rolling incrementality roadmap to marketing leadership on a monthly cadence: what's been tested, what results mean for spend, and what's next. This is a recurring executive deliverable, not a one-off.

• Dive deeply into offline and brand channel performance problems. Diagnose what's working, what isn't, and why. Deliver clear, actionable optimization recommendations that improve spend efficiency and channel effectiveness.

• Identify data quality and tracking gaps specific to offline channels and drive the fixes, from S3 data ingestion (Tatari and similar) to upstream tagging and pipeline integrity.

• Build scalable, reusable dbt models that encode offline and brand channel measurement logic for use across dashboards, reporting, and stakeholder self-serve.

• Work in Snowflake, Python, and our Databricks environment to build and maintain the data pipelines and models that underpin offline and brand measurement.

• Build and maintain Tableau dashboards that give marketing leadership a clear, reliable view of offline and brand channel performance and ROI.

• Use AI fluently as a daily productivity layer: accelerating SQL, automating documentation, stress-testing model assumptions, and finding faster paths to answers.

• Contribute to how the Marketing Science team builds and shares AI-assisted analytical workflows, not just as a user but as a practitioner who helps raise the floor.

What you’ll bring to the team:

• 8+ years of experience in marketing analytics or marketing science, with the majority of that time focused on offline and brand channels: TV (linear and/or streaming), podcast, radio, OOH, direct mail, or similar. You should have seen these measurement problems at a meaningful scale.

• Deep, hands-on Marketing Mix Modeling experience for offline and brand spend. You understand how MMMs are built, what the inputs require, where they break down, and how to validate outputs against incrementality ground truth.

• Proven incrementality testing experience for offline channels: geo holdouts, matched market design, synthetic control, difference-in-differences. You know how to design a test with appropriate power and interpret results honestly.

• Strong SQL and data modeling skills. You write clean, efficient queries across complex schemas and can build analytics logic that others can maintain. dbt experience is a strong plus.

• Python proficiency for analytical work: statistical modeling, data manipulation, and automation. You write readable code that a teammate can pick up.

• Strong communicator. You have presented offline and brand measurement findings and budget recommendations to CMO-level stakeholders and know how to land technical results as decisions, not just data.

• Comfortable operating without a manager-level data layer between you and the problem. You scope your own work, define your own roadmap, and drive to a conclusion without a lot of hand-holding.

• Experience with TV measurement platforms and data providers: Tatari, iSpot, VideoAmp, Nielsen, or similar.

Preferred experience:

• Familiarity with Bayesian modeling frameworks (PyMC, Stan, TFP) and how they underpin modern MMM approaches.

• Experience at a direct-to-consumer or fintech company where offline media is used to drive app registrations or account openings.

• Prior work with podcast measurement methodologies and attribution vendors (e.g., Podsights, Chartable, host-read promo code tracking).

Not sure this one’s for you? Don’t count yourself out. Show us what you’ve got and we’ll reach out if there’s a great fit.

Work perks at Greenlight:

• Medical, dental, vision, and HSA match

• Paid life insurance, AD&D, and disability benefits

• Traditional 401k with company match

• Unlimited PTO

• Paid company holidays and pop-up bonus holidays

• Professional development stipends

• Mental health resources

• 1:1 financial planners

• Fertility healthcare

• 100% paid parental and caregiving leave, plus cleaning service and meals during your leave

• Flexible WFH, both remote and in-office opportunities

• Fully stocked kitchen, catered lunches, and occasional in-office happy hours

• Employee resource groups

Our stance on salaries:
Greenlight provides a competitive compensation package with a market-based approach to pay and will vary depending on your location, experience and skill set. The total compensation package for this position will also include a discretionary performance bonus, equity rewards, medical benefits, 401K match, and more. Greenlight conducts continuous compensation evaluations across departments and geographies to ensure we are keeping our pay current and competitive.

The estimated base pay range for this position in (NY, CA, WA): $200,000- 260,000
The estimated base pay range for this position in (CO): $200,000- 240,000

Who we are:
It takes a special team to aim for a never-been-done-before mission like ours. We’re looking for people who love working together because they know it makes us stronger, people who look to others and ask, “How can I help?” and then “How can we make this even better?” If you’re ready to roll up your sleeves and help create a world where every child grows up to be happy and healthy in money and life, apply to join our team.

Greenlight is an equal opportunity employer and will not discriminate against any employee or applicant based on age, race, color, national origin, gender, gender identity or expression, sexual orientation, religion, physical or mental disability, medical condition (including pregnancy, childbirth, or a medical condition related to pregnancy or childbirth), genetic information, marital status, veteran status, or any other characteristic protected by federal, state or local law.

Greenlight is committed to an inclusive work environment and interview experience. If you require reasonable accommodations to participate in our hiring process, please reach out to your recruiter directly or email [email protected].