Senior Growth Marketing Manager, Upper Funnel

About the role

You will own the end-to-end strategy and execution of upper-funnel marketing for Tilt, defining how the brand connects with millions of working people through connected TV, YouTube, and other top-of-funnel platforms. This role centers on building a scalable, data-driven brand response function that moves beyond traditional attribution to prove the business impact of brand investment. You will design, launch, and iteratively optimize campaigns that balance compelling storytelling with clear links to acquisition, revenue, and lifetime value outcomes. You will partner closely with brand, creative, and analytics teams to map and shape the customer journey from initial awareness to meaningful engagement. Your work will establish the measurement frameworks and operating playbooks that allow Tilt to invest confidently in upper-funnel channels at scale. This is an opportunity to define a new capability within a rapidly growing fintech company and influence how the working population engages with Tilt. You will translate complex performance data into clear narratives that guide strategic investment and accelerate predictable growth.

Key facts

What you'll do

• Own upper-funnel go-to-market media strategy by designing, launching, and iteratively optimizing campaigns across CTV, YouTube, and other top-funnel channels to balance brand storytelling with measurable contributions to acquisition, revenue, and lifetime value.
• Advance measurement rigor by creating methodologies that demonstrate causal connections between brand spend and revenue incrementality where direct attribution is limited, incorporating advanced approaches to measure touchpoint influence such as multi-touch attribution models, brand lift studies, geo-holdout tests, and incrementality experiments.
• Help design and measure optimized brand marketing funnel touchpoints by mapping key awareness and consideration moments to create a structured, sequenced journey that efficiently moves audiences toward engagement and conversion while maximizing overall funnel efficiency.
• Optimize budget allocation by providing data-informed guidance on deploying and refining a significant upper-funnel budget to maximize alignment with both brand equity and performance objectives, using funnel diagnostics and touchpoint performance data to dynamically reallocate spend toward the highest-ROI moments.
• Collaborate on brand narrative development by partnering closely with brand and creative teams to ensure campaigns authentically reflect Tilt's mission and resonate deeply with the audience of hardworking people seeking financial progress, aligning narrative elements across touchpoints to build cumulative brand momentum from awareness through consideration.
• Communicate insights effectively to leadership by translating upper-funnel campaign results into core business terms such as revenue lift, incrementality, and scalable growth, presenting clear views on how optimized touchpoints contribute to overall funnel health, efficiency gains, and predictable scaling.
• Build a scalable capability by establishing enduring processes, playbooks, and standards to support efficient upper-funnel operations as investment and scale increase over time, developing frameworks for ongoing touchpoint auditing, funnel mapping, and performance benchmarking.
• Define and own the brand response marketing function as a strategic priority while the company prepares to make significant investment in upper-funnel channels, ensuring alignment between media strategy, measurement frameworks, and long-term brand equity goals.
• Leverage deep familiarity with upper-funnel platform capabilities, particularly YouTube and CTV, to design campaigns that exploit unique platform features and measurement tools, telling a clean, credible performance story even in channels with limited direct attribution.
• Partner with analytics and finance stakeholders to integrate data from tools like Google Analytics and Amplitude, using SQL where applicable to surface insights that inform audience targeting, creative testing, and channel mix decisions.
• Lead experiments and test frameworks that isolate the impact of creative, audience, and media variables, using results to refine hypotheses and drive continuous improvement across the upper funnel.
• Establish clear governance and documentation standards for media planning, buying, and optimization, enabling cross-functional teams to understand, replicate, and build upon successful approaches.
• Monitor competitive and market signals to identify new opportunities in top-funnel channels, ensuring Tilt remains at the forefront of how working people discover and engage with credit products.
• Balance short-term performance goals with long-term brand building, ensuring that media investments contribute to both immediate acquisition outcomes and durable brand equity.
• Act as the primary owner of upper-funnel media performance, driving accountability for results while fostering collaboration across product, design, and operations teams.

Requirements

• 6+ years in growth marketing, with a meaningful portion leading upper-funnel marketing (CTV, Youtube, etc).
• Background from an upper-funnel ad platform (Google/YouTube, Meta, Amazon Ads, Roku, Microsoft), a performance-oriented agency, or a company running substantial brand marketing investment.
• Hands-on experience managing TV and/or CTV campaigns - from planning and buying through optimization and reporting.
• Proven ability to measure ROAS and incrementality in channels where direct attribution is limited; you know how to make the business case for brand investment with imperfect data.
• Deep familiarity with upper-funnel platform capabilities - particularly YouTube and CTV - and how to leverage their measurement tools to tell a clean, credible performance story.
• Strategic thinker and doer: you've led upper-funnel strategy and can define a point of view, influence stakeholders, and execute against it.
• Experience with analytics tools like Google Analytics and Amplitude; SQL is a plus.
• You are comfortable operating in a fast-paced, rapidly scaling environment where priorities evolve and data informs quick decision-making.

Practical notes

Work is virtual-first and spans multiple time zones; this role requires comfort with remote collaboration across a globally distributed team.