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 and be responsible for the strategy and execution of marketing efforts to ensure the successful launch and scaling of these products.

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
• 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
• Fintech or Insurtech experience preferred