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.).
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 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 thrive in high-growth agile environments.
- An exceptional communicator with a strong executive presence, capable of shaping the business narrative, influencing senior stakeholders, and clearly articulating a short-term and long-term growth strategy.
- Equally effective at setting strategic direction and diving into hands-on execution when necessary to drive action and results. Excited to roll up their sleeves with teams and do what needs to be done.
- A leader who inspires and mentors high-performing, motivated teams, fostering an environment that produces industry leaders.
- Highly skilled at aligning diverse, cross-functional teams toward shared goals and delivering sustained results.
Work perks at Greenlight:
- Medical, dental, vision, and HSA match
- Paid life insurance, AD&D, and disability benefits
- Traditional 401k with company match
- Unlimited PTO
- Paid company holidays and pop-up bonus holidays
- Professional development stipends
- Mental health resources
- 1:1 financial planners
- Fertility healthcare
- 100% paid parental and caregiving leave, plus cleaning service and meals during your leave
- Flexible WFH, both remote and in-office opportunities
- Fully stocked kitchen, catered lunches, and occasional in-office happy hours
- Employee resource groups
Skills Required
- 10+ years of progressive experience in performance marketing, growth strategy, and scaling D2C products or consumer technology brands
- Experience driving complex, multichannel product launches
- Experience working with external agencies and in-house teams
- Strategic, data-driven decision-making combined with tactical execution experience
- Fluency in marketing strategies targeting family, parent, and kid-focused audiences
- Strong technical and analytical proficiency defining KPIs and data requirements
- Stakeholder management experience, including sensitive investor discussions
- Track record scaling consumer technology, hardware, or D2C products from inception to significant ARR, such as $0 to $100M+
- Exceptional communication and executive presence
- Experience setting strategic direction and executing hands-on when necessary
- Leadership experience mentoring high-performing teams
- Experience aligning diverse cross-functional teams toward shared goals
- Experience in family technology
What We Do
Greenlight is a debit card and money app for families. Our mission is to shine a light on the world of money for families and empower parents to raise financially-smart kids. Millions of parents and kids use Greenlight to earn, save, spend wisely, give and invest. Parents can set flexible spend controls, manage chores, automate allowances and invest for their kids’ futures. The Greenlight team calls Atlanta home, but we have team members across the country. We’re pet enthusiasts, PTA presidents, fantasy football champs, kickball-mates and volunteer dance teachers. We’re backed by Drive Capital, JP Morgan Chase, Wells Fargo, TTV Capital, Relay Ventures, NEA, Amazon, Ally Financial, SunTrust Bank and Synchrony Financial. We were picked for CB Insights’ Fintech 250.
