Senior Director, Offline Marketing

The role

You will own performance, budget, measurement, and tooling across offline channels including Linear TV, OTT/Streaming, Podcast, Radio, and Direct Mail. You will set the long-term vision and drive scale for the offline marketing program.

What you will do

• Own the plan to continue the rapid growth of the offline marketing program.
• Set the multi-year offline strategy and own planning, execution, and tracking.
• Collaborate with internal teams including Creative, Analytics, MarTech, and Growth Product.
• Own offline budget allocation and forecasting.
• Monitor performance weekly and monthly through a DR lens.
• Develop approaches for understanding the longer-term effects of broad-reach media.
• Manage and negotiate with agencies, networks, publishers, and direct mail vendors.
• Design and run rigorous tests on new channels, formats, partners, and tactics.
• Act as the internal expert on offline and emerging channels.

Required qualifications

• Demonstrated success growing offline channels significantly in-house at a high-growth, direct response B2C company.
• 8+ years in direct response marketing.
• 5+ years managing offline or multi-channel programs where customer acquisition was the primary growth driver.
• 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.
• Hands-on experience planning, buying, and negotiating across Linear TV, streaming/OTT, podcast, radio, and direct mail.
• Advanced Excel skills.
• Ability to use BI tools (e.g., Tableau) to generate insights.
• Experience working with AdTech, MarTech, and Data teams.
• Disciplined approach to testing, iterating, and scaling based on data-backed learnings.
• Able to work autonomously and prioritize in a high-velocity startup environment.

Nice to have

• Fintech or Insurtech experience

About the company

Ethos is a life insurance technology company on a mission to protect families by democratizing access to life insurance and empowering agents at scale.