Senior Director, Offline Marketing

Ethos Life

7d•$183,000 - $322,000•Remote

About The Position

Ethos is a life insurance technology company focused on making life insurance more accessible to families and agents. The Senior Director of Offline Marketing owns performance, budget, measurement, and tooling across Linear TV, OTT/streaming, podcasts, radio, and direct mail. The role is responsible for growing the offline marketing program efficiently and setting its long-term strategic direction. It calls for a strategic leader who can apply direct-response measurement while assessing the longer-term effects of broad-reach media and balancing both when making investment decisions. The position owns offline strategy, planning, execution, tracking, budget allocation, and forecasting in alignment with growth goals. It works closely with Creative, Analytics, MarTech, Growth Product, and Finance, and manages relationships with agencies, networks, publishers, and direct-mail vendors. The role monitors performance, develops approaches to measure brand and long-term impact, runs tests, and advises senior leadership on investment decisions. It also serves as an internal expert on offline and emerging channels.

Requirements

Demonstrated success significantly growing offline channels in-house at a high-growth, direct-response B2C company.
At least 8 years of direct-response marketing experience, including at least 5 years managing offline or multichannel programs where customer acquisition was the primary growth driver.
Fluency in direct-response metrics and accountability for results.
Experience measuring and evaluating the longer-term impact of broad-reach media such as TV, using methods such as marketing mix modeling (MMM), geo-testing, lift studies, and halo analysis.
Hands-on experience planning, buying, and negotiating across Linear TV, streaming/OTT, podcasts, radio, and direct mail.
Advanced Excel skills and ability to use business intelligence tools such as Tableau to generate insights.
Experience collaborating with AdTech, MarTech, and Data teams to prioritize platform and measurement requirements.
Disciplined approach to testing, iterating, and scaling based on data-backed learnings.
Ability to work autonomously, learn quickly, and prioritize in a high-velocity startup environment.
Ability to build a long-term vision, make clear tradeoffs, and influence senior stakeholders.

Nice To Haves

Fintech or insurtech experience.

Responsibilities

Own the plan to grow the offline marketing program, identifying strategies, partners, inventory, and formats that expand reach while meeting efficiency targets.
Set the multi-year offline strategy and own planning, execution, and tracking across channels in alignment with budget and growth goals.
Collaborate with Creative, Analytics, MarTech, Growth Product, and Finance to improve the managed channels and related processes.
Own offline budget allocation and forecasting, balancing near-term efficiency with long-term growth across channels and partners.
Monitor performance weekly and monthly using direct-response metrics such as CPL and ROAS, and proactively optimize target KPIs.
Develop and champion methods for understanding long-term and harder-to-measure media effects, including TV halo effects, brand lift, and delayed response.
Translate measurement insights into investment decisions and communicate them to senior leadership and Finance.
Manage and negotiate with agencies, networks, publishers, and direct-mail vendors to secure favorable rates, inventory access, and accountability.
Design and run rigorous tests of channels, formats, partners, and tactics; present results and recommend changes to processes and the playbook.
Serve as the internal expert on offline and emerging channels, tracking trends, competitors, technologies, and best practices.