Senior Growth Marketing Manager, Upper Funnel

📋 Description

• • As the Senior Growth Marketing Manager, Upper Funnel at Tilt, you will be instrumental in establishing and leading the brand response marketing function, a critical strategic initiative as the company gears up for significant investment in top-of-funnel channels.
• • This pivotal role offers a unique opportunity to define a new, crucial capability within a rapidly expanding fintech company, directly influencing how millions of individuals engage with Tilt's innovative financial products.
• • You will be responsible for owning the end-to-end media strategy and execution across key upper-funnel platforms, including Connected TV (CTV) and YouTube, while also exploring and integrating additional top-funnel channels to broaden reach and impact.
• • A core aspect of your role will be developing and implementing robust measurement frameworks designed to clearly articulate the tangible business outcomes driven by brand investments, moving beyond traditional attribution models.
• • You will design, launch, and continuously optimize campaigns across CTV, YouTube, and other top-funnel channels, striking a delicate yet effective balance between compelling brand storytelling and measurable contributions to core business objectives such as customer acquisition, revenue generation, and long-term customer lifetime value.
• • A significant focus will be placed on advancing measurement rigor by creating sophisticated methodologies that demonstrate causal connections between brand spend and revenue incrementality, particularly in channels where direct attribution is inherently limited.
• • You will employ advanced measurement approaches, including multi-touch attribution models, brand lift studies, geo-holdout tests, and incrementality experiments, to precisely quantify the influence of upper-funnel touchpoints on downstream revenue and long-term customer value.
• • You will play a key role in designing and measuring optimized brand marketing funnel touchpoints, meticulously mapping key awareness and consideration moments to construct a structured, sequenced customer journey.
• • The goal is to efficiently guide audiences from initial awareness toward engagement and conversion, thereby maximizing overall funnel efficiency and return on investment.
• • You will provide data-informed guidance for the strategic deployment and iterative refinement of a substantial upper-funnel budget, ensuring maximum alignment with both brand equity enhancement and performance objectives.
• • Utilizing funnel diagnostics and touchpoint performance data, you will dynamically reallocate spend towards the highest-ROI moments within the customer journey, ensuring optimal resource utilization.
• • Collaboration with brand and creative teams will be essential to ensure that all campaigns authentically reflect Tilt's core mission and deeply resonate with the target audience – hardworking individuals striving for financial progress.
• • You will align narrative elements across all touchpoints to maintain a consistent brand message and build cumulative brand momentum, guiding the audience seamlessly from initial awareness through to informed consideration.
• • A critical responsibility is to effectively communicate complex upper-funnel campaign insights to senior leadership in clear, core business terms, such as revenue lift, incrementality, and scalable growth, enabling informed and confident investment decisions.
• • You will present clear, concise views on how optimized touchpoints contribute to overall funnel health, drive efficiency gains, and facilitate predictable business scaling.
• • Furthermore, you will focus on building a scalable and enduring capability for upper-funnel marketing by establishing robust processes, comprehensive playbooks, and high standards to support efficient operations as investment and scale increase over time.
• • This includes developing frameworks for ongoing touchpoint auditing, detailed funnel mapping, and performance benchmarking to ensure the brand marketing system remains adaptable, agile, and consistently high-performing.
• • This role is ideal for a strategic thinker who is also a hands-on doer, capable of leading upper-funnel strategy, defining a clear point of view, influencing key stakeholders, and executing effectively against defined objectives.