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.

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, autom