New Products & Marketing Innovation Director

About Ethos

Ethos is a leading life insurance technology company on a mission to protect families by democratizing access to life insurance and empowering agents at scale. With its robust three-sided technology platform, Ethos is transforming the life insurance experience for consumers, agents, and carriers alike. Ethos offers instant, accessible products and a seamless online process that requires no medical exams and just a few health questions; it eliminates traditional barriers, making it easier than ever for everyone to protect their families. Ethos is redefining how life insurance is bought, sold, and underwritten.

About The Role

As the New Products & Marketing Innovation Director at Ethos, you will lead paid marketing for all of our new DTC products. This includes IUL and Annuities which are both live now and additional new products we are launching in H2 2026. Ethos just went public, and maintaining our pace of growth through 2027 depends on launching new products and scaling them quickly. You will own the paid strategy and execution for each, working closely with channel managers, creative, product, brand, and analytics. This is a role for someone I can trust to run point with minimal oversight and strong judgment.

Duties & Responsibilities

• New DTC Product Ownership: Lead paid marketing for all of our new DTC products, currently IUL and annuities, with more products launching in H2 2026. Own the paid strategy and roadmap end to end, from pre-launch positioning translation through scale. Partner with product and brand on positioning, with creative on output, and with analytics on measurement.
• Autonomous Execution: Run the paid program for new products with strategic input from leadership, not day-to-day direction. Make the calls on budget allocation, channel mix, testing roadmap, and creative direction. Bring proposals and decisions forward, not open questions.
• Cross-Channel Strategy: Lead the cross-channel strategy for new products across Meta, Search, YouTube, TikTok, and other paid channels. Make sure what one channel learns this week gets implemented by the others next week.

Qualifications & Skills

• Proven Track Record: Demonstrated success in-house at a high-growth, direct response B2C startup. Fintech or Insurtech experience preferred. Track record of bets that paid off, not just running the playbook well.
• Deep Paid Marketing Experience: Minimum of 10 years in paid marketing, including 7+ years where paid user acquisition was the primary growth driver. Deep platform expertise across Meta, Search, YouTube, and TikTok.
• New Product Launch Experience: Demonstrated experience leading paid marketing for new product launches or new business lines, ideally more than once.
• Strategic Judgment: You make sound calls without needing to escalate every decision. You know which trade-offs matter, which tests are worth running, and when to kill something.
• Strategic & Hands-On: You are equally excited by high-level strategy and the in-the-weeds work of building, testing, and shipping. You don't want a team to manage. You want to do the work.
• Measurement Rigor: Strong command of MMM, incrementality testing, geo lift, and DR measurement under signal loss. You know how to read what's real versus what's noise.
• Creative Taste: Strong instincts for what good DR creative looks like. You can talk to a copywriter and a data scientist in the same hour.
• Operational Agility: Ability to work autonomously, learn rapidly, and prioritize effectively in a high-velocity startup environment.
• Technical Proficiency: Advanced Excel and BI tools (Tableau or similar). Comfortable working with analytics and engineering partners on platform requirements and measurement needs.