Principal Analyst - Marketing Measurement & Growth

At Gen, we are scrappy and relentlessly customer driven. We create room for healthy debate, experimentation and continuous learning, and we seek out people with different experiences, identities and ideas to join our team. You'll work with people who back each other, respect each other and understand that our differences are a competitive advantage.

If this sounds like you, we'd love you to be part of Gen.

About the Role

We're seeking a Principal Analyst to join the MoneyLion Marketing Analytics team and take ownership of high-visibility measurement and decisioning work across our growth analytics function. You'll own ambiguous, first-of-kind measurement problems end to end — from business question through analysis design, execution, and leadership-ready readout — across lifecycle engagement, campaign performance and spend efficiency, marketplace funnel conversion, new media channels, and customer value.

This is a hands-on senior IC role with real scope: you'll operate as a measurement leader across functions, partnering directly with the analytics lead, data analysts, data scientists, and senior stakeholders in marketing, product, and finance. You'll raise the team's analytical bar through mentorship and review, with the opportunity to grow in scope as the function expands.

Key Responsibilities

Own high-visibility analytics initiatives end to end — framing ambiguous business questions, designing the analysis, executing hands-on, and delivering decision-ready readouts to senior leadership

Lead measurement design for major marketing investments: holdout and geo-test design, incrementality analysis, and rigorous test readouts for new and emerging media channels

Serve as the measurement partner to marketing, lifecycle, and marketplace stakeholders — translating business definitions into data definitions, and capturing use cases and edge cases as explicit measurement logic and guardrails

Build decision-ready analyses and reporting for core business concepts such as campaign performance, customer journey, revenue attribution, CAC/ROAS, and customer value

Uphold standards for analytical rigor, QA, and metric governance — ensuring leadership-facing numbers are accurate, explainable, and reproducible

Write production-quality SQL and contribute to the team's dbt models and reporting foundations where needed

Raise the team's analytical standards through review, reusable patterns, and mentorship of analysts

Identify recurring data and measurement issues and design durable, scalable fixes rather than one-off patches

Use AI tools to accelerate analysis, QA, and documentation — and help build the workflows that make the team's output faster and more trustworthy

About You

Experience

7+ years in marketing analytics, growth analytics, decision science, or a related analytics role, with increasing scope and seniority

Proven ownership of complex, ambiguous analytics initiatives end to end — including framing the question, designing the approach, and defending the readout with senior stakeholders

Strong experience with measurement methods: experimentation and A/B testing, holdout and geo-based incrementality testing, and attribution interpretation

Track record of translating business definitions into data definitions, with strong business curiosity and a sharp instinct for the use cases and edge cases that must become analysis logic, tests, and measurement guardrails

Proven ability to own analytical design from business and product requirements — writing design documents, evaluating methodological trade-offs, and explaining complex logic to non-technical stakeholders

Experience setting and upholding standards for analytical quality and metric governance — bringing clear points of view and the judgment to defend or revise them with evidence

Comfort solving novel problems without established playbooks, including the emerging class of AI-era measurement challenges

Experience mentoring or leading analysts preferred; fintech, subscription, marketplace, or consumer growth industry experience a plus

Technical Skills

Expert-level SQL and strong hands-on experience with modern cloud data warehouses, ideally Snowflake

Strong data modeling instincts; experience building or contributing to dbt models and governed reporting datasets strongly preferred

Working knowledge of statistics for experimentation and causal measurement

Python for analysis, validation, or automation preferred

Experience with BI tools such as Looker and Tableau.

Familiarity with AI-assisted analytics and productivity tools such as Claude Code, Cursor, OpenAI, or similar

Education

Bachelor's degree in a quantitative or technical field required; Master's degree preferred