Senior Growth Marketing Manager, Upper Funnel

As Tilt's Senior Growth Marketer focused on Upper Funnel acquisition, you will establish and lead the brand response marketing function - a strategic priority as the company prepares to make significant investment in upper-funnel channels. You will own the media strategy and execution across connected TV (CTV), YouTube, and additional top-funnel platforms, while developing robust measurement frameworks that clearly link brand investments to tangible business outcomes.

This role offers a unique opportunity to define a new capability within a rapidly growing fintech company and influence how millions of people engage with Tilt.

- Own upper-funnel go-to-market media strategy. Design, launch, and iteratively optimize campaigns across CTV, YouTube, and other top-funnel channels, ensuring a strong balance between compelling brand storytelling and measurable contributions to core business growth (acquisition, revenue, and lifetime value).

- Advance measurement rigor. Create methodologies that demonstrate causal connections between brand spend and revenue incrementality where direct attribution is limited. Incorporate advanced approaches to measure touchpoint influence, including multi-touch attribution models, brand lift studies, geo-holdout tests, and incrementality experiments, to clearly link upper-funnel touchpoints to downstream revenue lift and long-term value.

- Help design and measure optimized brand marketing funnel touch-points—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. Provide data-informed guidance on deploying and refining a significant upper-funnel budget to maximize alignment with both brand equity and performance objectives. Use funnel diagnostics and touchpoint performance data to dynamically reallocate spend toward the highest-ROI moments in the customer journey.

- Collaborate on brand narrative development. Partner closely with brand and creative teams to ensure campaigns authentically reflect Tilt's mission and resonate deeply with the audience we serve—hardworking people seeking financial progress. Align narrative elements across touchpoints to maintain consistency and build cumulative brand momentum from awareness through consideration.

- Communicate insights effectively to leadership. Translate upper-funnel campaign results into core business terms—revenue lift, incrementality, and scalable growth—so executives can make informed, confident investment decisions. Present clear views on how optimized touchpoints contribute to overall funnel health, efficiency gains, and predictable scaling.

- Build a scalable capability. Establish enduring processes, playbooks, and standards to support efficient upper-funnel operations as investment and scale increase over time. Develop frameworks for ongoing touchpoint auditing, funnel mapping, and performance benchmarking to ensure the brand marketing system remains adaptable and high-performing.

- 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.