Senior Director, Offline Marketing

About the role

As Senior Director of Offline Marketing at Ethos, you will own performance, budget, measurement, and tooling across our offline channels: Linear TV, OTT/Streaming, Podcast, Radio, and Direct Mail. Your mandate is to drive significant, sustained scale. We want to grow offline meaningfully from where it is today, and to do it efficiently.

This role is built for a strategic thinker, not a channel operator. You will set the long-term vision for how offline fuels Ethos's growth, and you'll decide where the next dollar goes and why.

Everything we do is measured through a direct response lens, so we need someone who lives in that world. We also need someone who can think rigorously about the harder-to-measure, longer-term impact of offline channels like broad-reach TV, and who can balance the two when making investment decisions. Ethos is destined for big things, and we're betting you'll take the initiative to help us get there.

 

Duties and Responsibilities:

• Drive scale: Own the plan to continue the rapid growth of our offline marketing program. Identify new strategies, partners, inventory, and formats that expand reach while holding to efficiency targets.
• Strategic Ownership: Set the multi-year offline strategy and own planning, execution, and tracking across all channels, in alignment with budget and growth goals.
• Cross-Functional Partnership: Collaborate with internal teams (Creative, Analytics, MarTech, and Growth Product) to streamline all aspects of your managed channels.
• Budget & Channel Mix: Own offline budget allocation and forecasting. Make informed tradeoffs between near-term efficiency and long-term growth across channels and partners.
• Performance Management: Monitor performance weekly and monthly through a DR lens (e.g., CPL, ROAS), and make proactive adjustments to optimize target KPIs.
• Measuring Long-Term & Brand Impact: Develop and champion approaches for understanding the longer-term, harder-to-measure effects of broad-reach media, particularly TV. This includes halo effects on other channels, brand lift, and delayed response. Translate those insights into investment decisions and communicate them to senior leadership and Finance.
• Media Buying & Vendor Management: Manage and negotiate with agencies, networks, publishers, and direct mail vendors to drive favorable rates, inventory access, and accountability.
• Cross-Functional Partnership: Work with Creative, Analytics, MarTech, Growth Product, and Finance to improve every aspect of your channels.
• Innovation & Testing: Design and run rigorous tests on new channels, formats, partners, and tactics. Present results and recommend changes to our processes and playbook.
• Subject Matter Expertise: Be the internal expert on offline and emerging channels (e.g., streaming audio, connected TV, retail media), staying current on trends, competitors, technologies, and best practices.

Qualifications and Skills:

• Proven Track Record of Scale: Demonstrated success growing offline channels significantly in-house at a high-growth, direct response B2C company. Fintech or Insurtech experience is preferred.
• Strategic Thinker: You can step back from the weekly numbers to build a long-term vision, make clear tradeoffs, and influence senior stakeholders.
• Direct Response Foundation: 8+ years in direct response marketing, including 5+ years managing offline or multi-channel programs where customer acquisition was the primary growth driver. You are fluent in DR metrics and accountable to them.
• Brand & Long-Term Measurement: Experience measuring and reasoning about the longer-term impact of broad-reach media like TV, using methods such as MMM, geo-testing, lift studies, and halo analysis. You can make a sound investment case where last-touch attribution falls short.
• Offline Channel Expertise: Hands-on experience planning, buying, and negotiating across Linear TV, streaming/OTT, podcast, radio, and direct mail.
• Technical Proficiency: Advanced Excel skills, plus the ability to use BI tools (e.g., Tableau) to generate insights.
• Technical Collaboration: Experience working with AdTech, MarTech, and Data teams to prioritize platform and measurement requirements.
• Testing Rigor: A disciplined approach to testing, iterating, and scaling based on data-backed learnings.
• Operational Agility: Able to work autonomously, learn quickly, and prioritize in a high-velocity startup environment.

#LI-Remote #LI-CM1

The US national base salary range for this full-time position is $183,000 - $322,000. Our salary ranges are determined by role, level, and location. The range displayed on each job posting reflects the minimum and maximum target for new hire salaries for the position across all US locations. Within the range, individual pay is determined by work location and additional factors, including job-related skills, experience, and relevant education or training. 

Please note that the compensation details listed in US role postings reflect the base salary only and do not include applicable bonus, equity, or benefits. 

You can find further details of our US benefits at https://www.ethoslife.com/careers/