General Manager, New Products

Greenlight is the leading family fintech company on a mission to help parents raise financially smart kids. We proudly serve more than 6 million parents and kids with our award-winning banking app for families. With Greenlight, parents can automate allowance, manage chores, set flexible spend controls, and invest for their family’s future. Kids and teens learn to earn, save, spend wisely, and invest.

At Greenlight, we believe every child should have the opportunity to become financially healthy and happy. It’s no small task, and that’s why we leap out of bed every morning to come to work. Because creating a better, brighter future for the next generation depends on it.

We are looking for a General Manager, New Products to own the strategy, execution, and financial performance for the launch and growth of New Products. You will be the single-threaded owner, empowered to make critical decisions and responsible for all financial metrics (Revenue, Margins, Payback, etc.).

This individual contributor role reports directly to the Chief Product & Marketing Officer, blending strategy, operational rigor, and hands-on execution within a fast-growing tech environment.

Your day-to-day::
• Define, own, and execute the comprehensive GTM strategy for new products, including establishing key milestones, success metrics (revenue and adoption targets), and clear execution plans.

• Guide, inspire, and align a multidisciplinary project team across Product, Marketing, Design, Engineering, and external agencies to ensure seamless execution and authenticity across all touch points.

• Cultivate and manage high-impact partnerships with external agencies, serving as the primary bridge to executive leadership to translate business objectives into measurable growth results.

• Build and implement scalable frameworks and processes for efficiently building, testing, and launching new products across the organization.

• Continuously analyze performance against growth targets, monitor market dynamics, and proactively identify new growth levers to adjust strategy and execution as needed.

• Maintain a deep understanding of consumer behavior, industry trends, and competitive innovations to ensure the product offering remains relevant and differentiated.

What you’ll bring to the team::
• 10+ years of progressive experience in performance marketing, growth strategy, and scaling D2C products or consumer tech brands. Experience in family tech is a a plus.

• Demonstrated success driving complex, multichannel product launches, working effectively with both top-tier external agencies and fast-moving in-house teams.

• A strategic, data-driven approach to decision-making, coupled with the ability to execute tactically in a fast-paced environment.

• Deep fluency in modern marketing strategies, particularly those targeted toward family, parent, and kid-focused audiences.

• Strong technical and analytical proficiency to define KPIs and requirements in collaboration with Engineering and Data leadership.

• Exceptional stakeholder management skills, with experience leading sensitive investor discussions and aligning diverse senior internal partners.

• You have a track record of scaling consumer tech, especially hardware devices or D2C products from inception to significant ARR (e.g., 0 to $100M+). You thrive in high-growth agile environments.

• An exceptional communicator with a strong executive presence, capable of shaping the business narrative, influencing senior stakeholders, and clearly articulating a short-term and long-term growth strategy.

• Equally effective at setting strategic direction and diving into hands-on execution when necessary to drive action and results. Excited to roll up their sleeves with teams and do what needs to be done.

• A leader who inspires and mentors high-performing, motivated teams, fostering an environment that produces industry leaders.

• Highly skilled at aligning diverse, cross-functional teams toward shared goals and delivering sustained results.

Work perks at Greenlight::
• Medical, dental, vision, and HSA match

• Paid life insurance, AD&D, and disability benefits

• Traditional 401k with company match

• Unlimited PTO

• Paid company holidays and pop-up bonus holidays

• Professional development stipends

• Mental health resources

• 1:1 financial planners

• Fertility healthcare

• 100% paid parental and caregiving leave, plus cleaning service and meals during your leave

• Flexible WFH, both remote and in-office opportunities

• Fully stocked kitchen, catered lunches, and occasional in-office happy hours

• Employee resource groups

Our stance on salaries:

Greenlight provides a competitive compensation package with a market-based approach to pay and will vary depending on your location, experience and skill set. The total compensation package for this position will also include a discretionary performance bonus, equity rewards, medical benefits, 401K match, and more. Greenlight conducts continuous compensation evaluations across departments and geographies to ensure we are keeping our pay current and competitive.

The estimated base pay range for this position in (NY, CA, WA): $165,000- 260,000

The estimated base pay range for this position in (CO): $165,000- 230,000

Who we are:

It takes a special team to aim for a never-been-done-before mission like ours. We’re looking for people who love working together because they know it makes us stronger, people who look to others and ask, “How can I help?” and then “How can we make this even better?” If you’re ready to roll up your sleeves and help create a world where every child grows up to be happy and healthy in money and life, apply to join our team.

Greenlight is an equal opportunity employer and will not discriminate against any employee or applicant based on age, race, color, national origin, gender, gender identity or expression, sexual orientation, religion, physical or mental disability, medical condition (including pregnancy, childbirth, or a medical condition related to pregnancy or childbirth), genetic information, marital status, veteran status, or any other characteristic protected by federal, state or local law.

Greenlight is committed to an inclusive work environment and interview experience. If you require reasonable accommodations to participate in our hiring process, please reach out to your recruiter directly or email [email protected].