Director, Marketing Analytics

Greenlight Financial Technology • Atlanta, GA

1d • Hybrid

About The Position

Greenlight is seeking a Director, Marketing Analytics to lead Offline and Brand measurement on their Marketing Science team. This role is responsible for the end-to-end ownership of the Offline and Brand Measurement framework, including TV (linear and streaming), podcast, out-of-home, direct mail, and brand marketing. The position requires ensuring the accuracy and effectiveness of the Marketing Mix Model (MMM), designing and executing incrementality tests, and translating measurement outputs into strategic decisions for offline and brand spend. This is a hands-on, technically demanding role where the individual will be the subject matter expert on offline and brand analytics, influencing leadership's thinking on investment strategies. The role involves close collaboration with marketing leadership, media buyers, and the broader Marketing Science team, with outputs directly shaping investment across these channels. The position reports to the Senior Director, Business Analytics.

Requirements

• 8+ years of experience in marketing analytics or marketing science, with the majority focused on offline and brand channels (TV, podcast, OOH, direct mail, etc.) at a meaningful scale.
• Deep, hands-on Marketing Mix Modeling (MMM) experience for offline and brand spend, including understanding MMM construction, inputs, limitations, and validation against incrementality.
• Proven incrementality testing experience for offline channels (geo holdouts, matched market design, synthetic control, difference-in-differences), including test design, power, and interpretation.
• Strong SQL and data modeling skills, with the ability to write clean, efficient queries and build maintainable analytics logic.
• Python proficiency for analytical work (statistical modeling, data manipulation, automation).
• Strong communication skills, with experience presenting offline and brand measurement findings and budget recommendations to CMO-level stakeholders.
• Comfortable operating autonomously, scoping work, defining roadmaps, and driving to conclusions with minimal supervision.
• Experience with TV measurement platforms and data providers (e.g., Tatari, iSpot, VideoAmp, Nielsen).

Nice To Haves

• Familiarity with Bayesian modeling frameworks (PyMC, Stan, TFP) for modern MMM approaches.
• Experience at a direct-to-consumer or fintech company using offline media for app registrations or account openings.
• Prior work with podcast measurement methodologies and attribution vendors (e.g., Podsights, Chartable, host-read promo code tracking).

Responsibilities

• 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, ensuring inputs are clean, outputs are calibrated, and results drive concrete budget allocation decisions.
• Own the team-wide incrementality roadmap and methodology standards, designing and executing experiments for offline and brand channels to establish causal impact and validate MMM outputs.
• Develop and own brand marketing measurement, including brand lift studies, awareness-to-conversion funnel tracking, and long-run brand equity modeling.
• Own podcast measurement, including attribution methodologies, reach estimation, and incrementality validation.
• Translate MMM outputs and incrementality results into offline and brand budget allocation recommendations that are decision-ready.
• Develop and maintain channel-level media response curves, saturation analysis, and diminishing returns modeling for offline media.
• Partner with media buyers and marketing leadership to scope offline and brand measurement roadmaps, pressure-test interpretations, and ensure findings influence investment strategies.
• Own and present a rolling incrementality roadmap to marketing leadership on a monthly cadence.
• Dive deeply into offline and brand channel performance problems to diagnose issues and deliver actionable optimization recommendations.
• Identify data quality and tracking gaps specific to offline channels and drive the necessary fixes.
• Build scalable, reusable dbt models that encode offline and brand channel measurement logic.
• Work in Snowflake, Python, and Databricks to build and maintain data pipelines and models.
• Build and maintain Tableau dashboards for clear performance and ROI views of offline and brand channels.
• Utilize AI fluently as a daily productivity layer for tasks such as accelerating SQL, automating documentation, and stress-testing model assumptions.
• Contribute to the development and sharing of AI-assisted analytical workflows within the Marketing Science team.

Benefits

• 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 leave
• Flexible WFH, both remote and in-office opportunities
• Fully stocked kitchen, catered lunches, and occasional in-office happy hours
• Employee resource groups

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed