Senior Growth Marketing Manager, Upper Funnel

The Opportunity

The opportunity: Senior Growth Marketing Manager, Upper Funnel

How You'll Make An Impact

• 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.
• 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.

  Why You're a Great Fit

  • 6+ years in growth marketing, with a meaningful portion leading upper-funnel marketing (CTV, YouTube, etc)
  • 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.