[Remote] New Products & Marketing Innovation Director

Note: The job is a remote job and is open to candidates in USA. 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.ResponsibilitiesLead paid marketing for all of our new DTC products, currently IUL and annuities, with more products launching in H2 2026Own the paid strategy and roadmap end to end, from pre-launch positioning translation through scalePartner with product and brand on positioning, with creative on output, and with analytics on measurementRun the paid program for new products with strategic input from leadership, not day-to-day directionMake the calls on budget allocation, channel mix, testing roadmap, and creative directionBring proposals and decisions forward, not open questionsLead the cross-channel strategy for new products across Meta, Search, YouTube, TikTok, and other paid channelsMake sure what one channel learns this week gets implemented by the others next weekSkillsDemonstrated success in-house at a high-growth, direct response B2C startupFintech or Insurtech experience preferredTrack record of bets that paid off, not just running the playbook wellMinimum of 10 years in paid marketing, including 7+ years where paid user acquisition was the primary growth driverDeep platform expertise across Meta, Search, YouTube, and TikTokDemonstrated experience leading paid marketing for new product launches or new business lines, ideally more than onceYou make sound calls without needing to escalate every decisionYou know which trade-offs matter, which tests are worth running, and when to kill somethingYou are equally excited by high-level strategy and the in-the-weeds work of building, testing, and shippingYou don't want a team to manage. You want to do the workStrong command of MMM, incrementality testing, geo lift, and DR measurement under signal lossYou know how to read what's real versus what's noiseStrong instincts for what good DR creative looks likeYou can talk to a copywriter and a data scientist in the same hourAbility to work autonomously, learn rapidly, and prioritize effectively in a high-velocity startup environmentAdvanced Excel and BI tools (Tableau or similar)Comfortable working with analytics and engineering partners on platform requirements and measurement needsBenefitsApplicable bonusEquityBenefitsCompany OverviewEthos makes getting life insurance instant and easy. It was founded in 2016, and is headquartered in Austin, Texas, USA, with a workforce of 501-1000 employees. Its website is http://www.ethos.com.Company H1B SponsorshipEthos has a track record of offering H1B sponsorships, with 9 in 2025, 11 in 2024, 8 in 2023, 27 in 2022, 17 in 2021, 9 in 2020. Please note that this does not guarantee sponsorship for this specific role.