Principal Analyst - Marketing Measurement & Growth

About Gen Gen is a global company dedicated to powering Digital Freedom through its trusted consumer brands including Norton, Avast, LifeLock, MoneyLion and more. Our combined heritage is rooted in financial empowerment and cyber safety for the first digital generations, and today we deliver award-winning cybersecurity, online privacy, identity protection and financial wellness solutions to nearly 500 million users in more than 150 countries. Together, we share a collective passion and vision to protect consumers and help them grow, manage and secure their digital and financial lives. We're always looking for smart, fearless and high-impact talent who see AI as a teammate – leveraging it to move faster and deliver meaningful results. When you're part of Gen, you'll have the flexibility, tools and support to do your best work and grow your career – from flexible working options and time off to competitive pay, benefits and well-being programs. 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