Go-to-Market Strategist, Consumer Products

About the role

Ethos' Consumer business is growing fast, with an expanding portfolio that spans term life insurance, IUL, annuities, and estate planning. Our fast-moving product team is constantly shipping new products and sharpening the value prop of existing ones. We're looking for a strategist with sharp consumer instincts, real brand taste, and strong analytical horsepower to make those products win in market through effective go-to-market strategy and high-ROI creative investment.

Reporting to our VP of Brand & Creative, you'll own go-to-market strategy across our product lines. You'll work shoulder-to-shoulder with product managers to understand what each product does and who it's for, and translate that into messages that resonate with real audiences. You'll analyze how that creative performs across channels and build AI-native workflows that combine human judgment and data to generate insight. And you'll steer our brand and creative investment toward what drives results. Your lane is the portfolio: our channel creative leads own the craft inside each channel and performance marketing owns media and spend, while you sit across all of it and decide where our creative investment should go and why.

This is not a role for someone who writes decks and hands them off. It's for a strategist and brand builder who owns the outcome: the right message, the right creative, the right investment, and the growth that follows. It's equal parts sharp creative instinct and hard analytical rigor. You need both to do this job well.

Duties and Responsibilities:

• Own go-to-market strategy for new and evolving products. For each launch or value-prop change, define the audience, the core value props, and the positioning, then drive it into market with brand, creative, and performance.
• Own the cross-channel creative strategy: the right mix of creative and the right volume across social, search, YouTube, offline, and beyond. Our channel creative leads own what great looks like and how it iterates inside their channel; you own the portfolio view of where creative investment should go and why.
• Partner with product managers to deeply understand each product's value and translate it into creative briefs: clear direction on the message and the work the creative team should produce to get it into market.
• Understand creative performance across the portfolio. Analyze performance data across channels, surface what it's telling us, and close the loop back to product managers and creative briefs. The channel teams run in-channel testing and iteration; you connect the dots across all of it.
• Leverage AI to bring it all together. Analyze data at scale and build AI workflows that fuse human creative judgment with performance data to generate the insights that drive creative performance.
• Determine how creative investment is allocated across channels, formats, and product lines to maximize business results, and steer it toward what's working. You set the cross-channel plan, partnering with performance marketing on media and spend and with the creative leads who execute in-channel.
• Own the KPIs and metrics for creative performance: win rates across agencies and creative types, ROI by channel and format. Define the scoreboard the whole team optimizes to, and use it to decide how we maximize return.
• Own OKRs for the Brand & Creative team, and act as connective tissue across product, brand, creative operations, and performance marketing to keep every function pulling toward the same outcomes.

Qualifications and Skills:

• 8+ years total experience, ideally 3+ years in a top-tier management consulting firm or investment banking, followed by 3+ years in consumer product marketing, growth, or a strategy role at a high-growth, venture-backed company.
• Real brand instinct and taste. You have a point of view on what great creative looks like and why it works, and you're relentlessly curious about culture and what moves people.
• Sharp messaging instinct. You understand how to translate a product's value into words and creative that move real people to act, and you have a point of view on what leads for which audience.
• Strong analytical horsepower. You're fluent in performance data, comfortable analyzing paid social, search, email, and other channels to separate signal from noise and steer investment with rigor.
• You've worked in startups and in consumer product marketing, and you know what it takes to take products to market and drive measurable growth in a fast-moving environment.
• You are an AI builder, not just an AI user. You've built agentic workflows and tools that drive a step-change improvement in a team's collective judgment and productivity.
• Ability to go deep and zoom out. You can dive into the nuances of a product and a channel, then zoom back to think strategically about implications and next moves.
• Structured thinking. You take complex, ambiguous problems, get to the bottom of what matters fast, and communicate with clarity.
• Exceptional communicator who can zoom between C-level strategy and creative-brief-level detail, crafting crisp narratives in both written materials and live executive forums.
• Sharp decision-making with a bias for action and speed. You thrive in high-velocity environments and don't wait for perfect information to move forward.