The Challenge
Greenlight is the leading family fintech with 6M+ users, and you'll own end-to-end growth strategy for new product launches. You'll be the single-threaded owner driving revenue, pricing, and payback metrics while leading cross-functional teams through complex, multichannel GTM executions.
Your Mission
Define target segments, personas, and detailed GTM strategy for the first new product launch with clear success metrics and channel mix
Build and socialize scalable launch framework and playbook across Product, Marketing, Sales, and Design teams
Establish baseline KPIs, analytics requirements, and reporting cadence with Data leadership; identify quick-win optimization opportunities in conversion funnel
Align on messaging, positioning, and value propositions with product and marketing teams; validate product-market fit assumptions with customer research
Execute full launch across all channels; track revenue, CAC, payback period, and LTV against targets; prove unit economics work at scale
Scale highest-performing acquisition channels by 2-3x while improving conversion efficiency by 15-20% through continuous CRO testing
Launch 2+ new products using the scalable framework; document learnings and refine GTM playbook based on performance data
Establish yourself as the trusted strategic partner to CPMO; deliver monthly performance reviews with proactive recommendations for strategy adjustments
KPIs You'll Own
Revenue (New Products)
Total revenue generated from new product launches tracked against monthly/quarterly targets.
Customer Acquisition Cost (CAC)
Cost to acquire a new customer through each channel; optimize toward blended CAC target.
Payback Period
Time to recover CAC from customer LTV; track improvement over time as product matures.
Conversion Rate by Funnel Stage
Measure conversion at awareness, consideration, and purchase stages; identify and fix bottlenecks.
Channel ROI
Return on investment by acquisition channel; scale winners, kill losers ruthlessly.
Product-Market Fit Signals
NPS, retention cohorts, churn rate, and usage metrics that validate product resonates with target segment.
Tools & Stack
Your Team
Your Manager
Chief Product & Marketing Officer
Current Team
Cross-functional: Product, Marketing, Design, Sales, external agencies
New role to lead new product growth initiatives
The Package
Salary
$160K-$220K base
Remote
On-site required
Benefits & Perks
Company Intelligence
Greenlight is the leading family fintech platform serving 6M+ parents and kids with award-winning banking app for families. They help parents automate allowance, manage chores, set spend controls, and invest while teaching kids to earn, save, spend, and invest wisely.
Customers
6M+ families
Culture
Mission-driven, fast-moving, empowered decision-making, cross-functional collaboration
Is This Role For You?
- You've launched 3+ consumer products end-to-end and own the revenue/growth metrics—not just marketing
- You're comfortable with ambiguity, making decisions with incomplete data, and iterating fast in a fintech environment
- You thrive leading without authority; you can inspire Product, Design, Sales, and external agencies to move in unison
- You obsess over unit economics, CAC, LTV, and payback period; you kill underperforming channels without hesitation
- You understand family/parent/kid psychology and how it shapes D2C fintech acquisition and messaging
- You're a brand marketer at heart; this role requires hands-on performance marketing, channel optimization, and financial accountability
- You need a fully remote setup; this is on-site and requires real-time cross-functional alignment
- You've only worked in B2B or enterprise; D2C consumer psychology and multichannel GTM are essential
Interview Process
Initial Screening
Phone call with Talent/Recruiting to confirm background, motivation, and GTM experience with 1-2 recent launches
Product & GTM Strategy Case
Written or async case study: given a new Greenlight product concept, outline target segment, positioning, channel mix, and 90-day launch plan
Cross-Functional Panel
Interviews with Chief Product & Marketing Officer, Head of Product, and Head of Marketing; depth on GTM strategy, stakeholder management, and execution
Financial Acumen Deep-Dive
Technical interview on KPI definition, unit economics modeling, channel attribution, and how you'd prioritize spend across channels
Executive Close
Final conversation with CPMO on vision alignment, expectations, and team dynamics
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.