Products & Marketing Innovation Director

This is a fully remote position, open to applicants in United States.

📋 Description

• Ownership of New DTC Products: Spearhead paid marketing initiatives for all our new DTC offerings, currently including IUL and annuities, with additional products set to launch in H2 2026. Oversee the complete paid strategy and roadmap, from pre-launch positioning translation to scaling efforts. Collaborate with product and brand teams on positioning, coordinate with creative teams on deliverables, and work with analytics on performance measurement.

• Independent Execution: Manage the paid program for new products with strategic guidance from leadership, rather than requiring daily oversight. Make decisions regarding budget allocation, channel strategy, testing plans, and creative direction. Present proposals and decisions, rather than raising open questions.

• Integrated Cross-Channel Strategy: Direct the cross-channel strategy for new products across platforms such as Meta, Search, YouTube, TikTok, and other paid media channels. Ensure that insights gained from one channel are implemented by others in a timely manner.

⛳️ Requirements

• Proven Success: A history of achievement in-house at a high-growth, direct response B2C startup, preferably within the Fintech or Insurtech sectors. A record of successful bets that yielded results, rather than merely following established procedures.

• Extensive Paid Marketing Experience: At least 10 years of experience in paid marketing, with a minimum of 7 years where paid user acquisition has been the main growth driver. Strong expertise across platforms like Meta, Search, YouTube, and TikTok.

• Experience in New Product Launches: Documented experience leading paid marketing efforts for new product launches or business lines, ideally on multiple occasions.

• Sound Strategic Judgment: The ability to make informed decisions without needing to escalate every choice. Understanding which trade-offs are crucial, which tests are worthwhile, and when to discontinue initiatives.

• Strategic and Hands-On Approach: A passion for both high-level strategy and the detailed work involved in building, testing, and launching initiatives. Preference for doing the work over managing a team.

• Rigor in Measurement: A strong understanding of MMM, incrementality testing, geo lift, and direct response measurement amidst signal loss. Capability to distinguish between genuine insights and noise.

• Creative Insight: An instinctive grasp of effective direct response creative. Capacity to engage with both copywriters and data scientists within the same timeframe.

• Operational Flexibility: The ability to work independently, learn quickly, and prioritize effectively in a fast-paced startup environment.

• Technical Skills: Proficient in advanced Excel and BI tools (e.g., Tableau). Comfortable collaborating with analytics and engineering teams on platform requirements and measurement strategies.

🏝️ Benefits

• Benefits that are not explicitly detailed but are referenced concerning compensation on the company's website.

• Additional compensation may encompass bonuses, equity, and other perks as outlined on the company's careers page.