Senior Director, Offline Marketing

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.

Requirements

• 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.

Benefits

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