Director, Marketing Analytics

Greenlight Financial Technology•Atlanta (Remote Friendly), GA

8h•Hybrid

About The Position

Greenlight is seeking a Director, Marketing Analytics to lead Offline and Brand measurement on their Marketing Science team. This role will own the end-to-end Offline and Brand Measurement framework, covering TV (linear and streaming), podcast, out-of-home, direct mail, and brand marketing. The primary focus is ensuring the Marketing Mix Model (MMM) is accurate and drives decisions for offline and brand spend. The position involves designing and executing incrementality tests, translating measurement outputs into concrete choices about offline budget allocation and channel strategy, and acting as the technical expert in offline and brand analytics. This role requires bringing marketing measurement expertise to executive conversations, shaping leadership's thinking on offline and brand investment, and working closely with marketing leadership, media buyers, and the broader Marketing Science team. The output will directly influence investment across offline and brand channels.

Requirements

8+ years of experience in marketing analytics or marketing science, with the majority focused on offline and brand channels: TV (linear and/or streaming), podcast, radio, OOH, direct mail, or similar.
Deep, hands-on Marketing Mix Modeling experience for offline and brand spend, including understanding MMM construction, inputs, breakdowns, and validation against incrementality ground truth.
Proven incrementality testing experience for offline channels: geo holdouts, matched market design, synthetic control, difference-in-differences, including test design with appropriate power and honest interpretation of results.
Strong SQL and data modeling skills, including writing clean, efficient queries and building maintainable analytics logic.
Python proficiency for analytical work: statistical modeling, data manipulation, and automation.
Strong communicator with experience presenting offline and brand measurement findings and budget recommendations to CMO-level stakeholders.
Comfortable operating without a manager-level data layer, scoping own work, defining own roadmap, and driving to conclusions independently.
Experience with TV measurement platforms and data providers: Tatari, iSpot, VideoAmp, Nielsen, or similar.

Nice To Haves

dbt experience is a strong plus.
Familiarity with Bayesian modeling frameworks (PyMC, Stan, TFP) and their application in 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).

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 translate into budget allocation decisions.
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.
Coordinate with paid digital analysts on test design and scheduling to avoid test collisions and maintain consistent methodology.
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, reach estimation, and incrementality validation.
Translate MMM outputs and incrementality results into offline and brand budget allocation recommendations with clear confidence bounds.
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 change 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 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 offline and brand channel performance and ROI.
Use AI fluently as a daily productivity layer for tasks like SQL acceleration, documentation automation, and model assumption stress-testing.
Contribute to how the Marketing Science team builds and shares AI-assisted analytical workflows.

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