New Products & Marketing Innovation Director

Ethos is a leading life insurance technology company on a mission to protect families by democratizing access to life insurance. The New Products & Marketing Innovation Director will lead paid marketing for new DTC products, ensuring effective strategy and execution to support the company's growth and product launch initiatives.

Responsibilities:

• 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
• 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
• 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

Requirements:

• 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
• 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
• Demonstrated experience leading paid marketing for new product launches or new business lines, ideally more than once
• 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
• 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
• 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
• Strong instincts for what good DR creative looks like
• You can talk to a copywriter and a data scientist in the same hour
• Ability to work autonomously, learn rapidly, and prioritize effectively in a high-velocity startup environment
• Advanced Excel and BI tools (Tableau or similar)
• Comfortable working with analytics and engineering partners on platform requirements and measurement needs