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. And whether you choose to work primarily from home or collaborate in-person from one of our offices in Columbus, Austin, the Bay Area, or New York City (opening Summer 2026), you’ll have the support to work in the way that works best for you. If you’re energized by tackling meaningful problems, excited to innovate with purpose, and motivated by work that truly matters, we’d love to hear from you. 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 What we’re looking for: Minimum qualifications: Strong analytical and quantitative background with at least 10+ years professional experience, preferably in marketing, growth or product analytics Deep expertise in applying analytics and data science techniques to drive impacts in growth and marketing organizations, such as attribution models, customer lifetime values, ROI frameworks, a/b testing, etc. Proven track record designing and interpreting incrementality experiments, geo-lift tests, or MMM-based growth measurement Proficiency in data analysis tools (SQL, Python / R, Looker / Mode / Tableau, etc.) Degree in Analytics, Data Science, Economics, Engineering, Mathematics or other quantitative field Strong communication and analytical storytelling skills, experience deriving actionable insights from analysis, a well-balanced rigorous and creative approach to solving difficult and unstructured problems Preferred qualifications: Experience in technology, marketplace, fintech companies with knowledge of consumer financing Ability to craft executive-ready narratives around complex business or performance topics, leveraging visualization and dashboards to successfully influence and drive C-level decision-making Experience in coaching and mentoring junior team members on technical subjects Position location - This role is available in the following locations: Remote Travel requirements - As a digital first company, the majority of your work can be accomplished remotely. The majority of our employees can live and work anywhere in the U.S but are encouraged to to still spend high quality time in-person collaborating via regular onsites. The in-person sessions’ cadence varies depending on the team and role; most teams meet once or twice per quarter for 2-4 consecutive days at a time. #LI-REMOTE #LI-MidSenior At Upstart, your base pay is one part of your total compensation package. The anticipated base salary for this position is expected to be within the below range. Your actual base pay will depend on your geographic location–with our “digital first” philosophy, Upstart uses compensation regions that vary depending on location. Individual pay is also determined by job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary range for your preferred location during the hiring process. In addition, Upstart provides employees with target bonuses, equity compensation, and generous benefits packages (including medical, dental, vision, and 401k). United States | Remote - Anticipated Base Salary Range $182,300—$252,500 USD At Upstart, your base pay is one part of your total compensation package. The anticipated base salary for this position is expected to be within the below range. Your actual base pay will depend on your geographic location–with our “digital first” philosophy, Upstart uses compensation regions that vary depending on location. Individual pay is also determined by job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary range for your preferred location during the hiring process. In addition, Upstart provides employees with target bonuses, equity compensation, and generous benefits packages (including medical, dental, vision, and 401k). Canada | Remote - Anticipated Base Salary Range $165,800—$210,000 CAD What you'll love At Upstart, our benefits are designed to support your health, financial well-being, family, and personal growth. Here’s what you can expect: Competitive compensation, including base pay, bonus opportunities, and annual equity grants that vest quarterly Retirement benefits to help you plan for the future, including a 401(k) or Group Retirement Savings Plan with a company match of $2 for every $1 contributed, up to $15,000 annually (USD in the US, CAD in Canada) Employee Stock Purchase Plan (ESPP) with discounted stock purchase options for eligible employees (US only) Comprehensive health coverage designed to support you and your family, including medical, dental, vision, and wellness resources for US and supplemental health coverage for Canada. Health Savings Account contributions from Upstart for eligible plans (US only) Income protection benefits, including life insurance and disability coverage for added financial security Paid time off, sick leave, and company holidays, in line with local requirements Paid family and parental leave to support caregiving and major life moments (duration varies by country) Family-centered benefits to support fertility, parenthood, and caregiving needs Employee Assistance Program (EAP) offering mental health support and life-centered resources Financial wellness resources, including access to financial planning tools and a financial concierge service (US Only) Annual wellness allowance to support your physical and emotional well-being and personal development, based on what matters most to you Annual productivity allowance to invest in relevant tools and resources you need to do your best work, no matter where you work from Connection and community through team events, all-company updates, and employee resource groups (ERGs) Onsite perks, including catered lunches and fully stocked micro-kitchens when working from one of our offices in the Bay Area, Austin, Columbus, and New York City (opening Summer 2026!) For roles based in Canada, please note that we are not currently able to hire in Quebec. Upstart is a proud Equal Opportunity Employer. Just as we are dedicated to improving access to affordable credit for all, we are committed to inclusive and fair hiring practices. If you require reasonable accommodation in completing an application, interviewing, completing any pre-employment testing, or otherwise participating in the employee selection process, please email candidate_accommodations@upstart.com https://www.upstart.com/candidate_privacy_policy