New Products & Marketing Innovation Director

Ethos Life

1d • $150,000 - $266,000 • Remote

About The Position

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.

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.

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.

Benefits

• The US national base salary range for this full-time position is $150,000 - $266,000.
• applicable bonus, equity, or benefits
• https://www.ethoslife.com/careers/

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed