Director, Growth Marketing

About Greenlight Greenlight is a family technology company on a mission to help families raise financially smart kids and navigate life together. Its suite of products — including the Greenlight app, debit card, Safe Family GPS trackers, and Family Hub — brings together financial tools, safety features, and everyday family management in one connected experience. Designed for busy families who want convenience without compromise, Greenlight continues to innovate alongside the evolving needs of modern life. Today, more than 6.5 million family members trust Greenlight to stay in sync. At Greenlight, we're here to make the day-to-day easier and futures brighter, so families can spend less time managing life, and more time living it. That's why we get out of bed every morning. We are looking for a stellar Director, Growth Marketing to own the strategy, execution, and financial performance for the launch and growth of New Products. You will be the single-threaded owner, empowered to make critical decisions and responsible for all financial metrics (Revenue, Pricing, Payback, etc.). Role Overview Our next chapter takes Greenlight beyond financial confidence and into the broader world of family safety, helping parents know where their kids are, feel confident they are okay, and access help quickly when they are not. It's a natural extension of the trust families already place in us, and it's a category where we believe we can win. This role is blending strategy, operational rigor, and hands-on execution within a fast-growing tech environment. Your day-to-day: - Lead end-to-end Go-to-Market (GTM) strategy & execution for new products. - You will (1) define target segments & personas; (2) build and execute launch plans, including channel mix, key milestones, and success metrics; (3) partner with product, sales, and marketing to ensure strong product-market fit & readiness. - Guide, inspire, and align a cross-functional team across Product, Marketing, Design, Sales, and external agencies to ensure seamless execution and authenticity across all touchpoints. - Build and implement scalable frameworks and processes for efficiently building, testing, and launching new products across the organization. - Translate product capabilities into compelling customer value propositions. - Maintain a deep understanding of consumer behavior, industry trends, and competitive innovations to ensure the product offering, positioning, and messaging remains relevant and differentiated in the market. - Own channel and CRO strategy, working with growth marketing, product & analytics teams to identify & scale high performing acquisition channels, drive continuous optimization throughout our conversion funnel, and drive revenue efficiently. - Continuously analyze performance against growth targets, monitor market dynamics, and proactively identify new growth levers to adjust strategy and execution as needed. What You’ll Bring to the Team - 10+ years of progressive experience in performance marketing, growth strategy, and scaling D2C products or consumer tech brands. Experience in family tech is a plus. - Demonstrated success driving complex, multichannel product launches, working effectively with both top-tier external agencies and fast-moving in-house teams. - A strategic, data-driven approach to decision-making, coupled with the ability to execute tactically in a fast-paced environment. - Deep fluency in modern marketing strategies, particularly those targeted toward family, parent, and kid-focused audiences. - Strong technical and analytical proficiency to define key performance indicators (KPIs) and requirements in collaboration with Data leadership. - Exceptional stakeholder management skills, with experience leading sensitive investor discussions and aligning diverse senior internal partners. - You have a track record of scaling consumer tech, hardware devices or D2C products from inception to significant ARR (e.g., 0 to $100M+). You t