• Lead the end-to-end marketing strategy and execution for new Greenlight physical products and ecommerce sales, from initial launch through scale, driving efficient customer acquisition and long-term revenue (LTV) growth. • Develop and execute integrated, performance-driven marketing plans across paid, owned, and partner channels, aligning messaging, creative, and user experience to maximize conversion and ROAS while upholding Greenlight brand standards. • Recommend and optimize budget allocation across channels using a portfolio approach, balancing risk and return to drive aggressive, efficient scale. • Build and manage forecasts across spend, volume, and efficiency metrics (e.g., CAC, LTV, ROAS), using data to inform decisions and ensure sustainable growth; experience with subscription + device models is a plus. • Identify and execute opportunities to improve the acquisition funnel, from ad click through onboarding, leveraging experimentation, CRO/UX enhancements, and creative testing to improve conversion rates and LTV/CAC efficiency. • Develop and refine marketing and cross-functional workflows to reduce friction, increase speed, and enable high-quality execution in fast-moving, ambiguous environments, including implementing statistically rigorous testing frameworks. • Act as the central point of coordination for defined product(s), building strong partnerships with internal strategy and channel teams (e.g., paid search, paid social, programmatic/streaming, affiliate, linear TV, podcasting) to unlock incremental growth and ensure cohesive, cross-channel execution. • Understand the role of each channel within the broader marketing ecosystem, leveraging channel-specific metrics and attribution models to drive performance against business objectives.