Principal Analyst, Growth Marketing

About Upstart

At Upstart, we’re united by a mission that matters: to radically reduce the cost and complexity of borrowing for all Americans. Every day, we bring creativity, experimentation, and advanced AI to reshape access to credit, helping millions move forward financially with clarity and confidence. As the leading AI lending marketplace, we partner with banks and credit unions to expand access to affordable credit through technology that’s both radically intelligent and deeply human. Our platform runs over one million predictions per borrower using more than 1,800 signals, powering smarter, fairer decisions for millions of customers. But the numbers only hint at the impact. Every idea, every voice, and every contribution moves us closer to a world where credit never stands between people and their financial progress. We’re proudly digital-first, giving most Upstarters the flexibility to do their best work from wherever they thrive, alongside teammates across 80+ cities in the US and Canada. Digital-first doesn’t mean distant. We’re intentional about in-person connection through team onsites, planning sessions, and moments that spark creativity and trust.

The Team

The Growth Analytics team leverages data and insights to drive profitable business growth by supporting the growth vertical in its mission to increase demand, revenue, and customer lifetime value (LTV) at the most efficient cost of acquisition. The team drives decision analysis, and develops a deep user understanding across several key marketing channels, including Direct Mail, Partnerships, Email, and Digital.

As a Principal Analyst, Growth Marketing at Upstart, you will serve as the lead analytics partner for one of our largest acquisition channels. You will support the digital marketing team supporting work across paid search, paid social, paid video, mobile marketing, and SEO. You will apply advanced analytics and measurement frameworks to equip stakeholders with the insights and data needed to align on and execute strategic initiatives. In this role, you will collaborate closely with Growth Marketing, Product, Engineering, and Machine Learning teams to drive deep understanding, actionable insights, and data-informed decision-making. You will also help shape the data infrastructure that supports borrower acquisition and retention across our platform—fueling Upstart’s growth at the highest levels.

How you’ll make an impact:

• Partner cross-functionally with channel owners, product, and engineering leaders to set the growth strategy and analytics roadmap across digital channels and products at Upstart
• Lead the evolution of measurement beyond traditional click-based attribution, incorporating approaches such as marketing mix modeling (MMMs), mobile marketing measurement, and geo-based incrementality testing to develop a more complete view of performance
• Effectively use analytics to understand user behavior, funnel performance, and the impact of growth investments, and make proactive recommendations to improve efficiency and scale
• Design and conduct quantitative analyses and experiments to test hypotheses, helping prioritize the highest-impact opportunities across channels and products
• Collaborate with Analytics Engineering and Engineering to uplevel growth data capabilities, enabling new measurement approaches and accelerating time to insight as the business expands