Senior Growth Marketing Manager (Lifecycle)

Ethos Life; New York (NY); On-site; USD 140,000 - 190,000; Full time

Benefits offered by this job

Company Equity

Paid time off & holidays

Generous leave programs

Job summary

Ethos Life in New York, NY is seeking a Senior Growth Marketing Manager who will own the lifecycle across three journeys: conversion, expansion, and retention. You’ll design the messaging, cadence, and channel mix to drive trust and long-term value, coordinating with Sales, agents, and our voice AI team to optimize live interactions.

You’ll lead self-serve and hybrid experiences, crafting triggered messaging and on-page experiences that guide customers from first touch to funded policy, then to

Qualifications

• 6+ years in Lifecycle, Growth Marketing or CRM at a consumer tech company
• Senior-level track record in driving retention and LTV
• Experience in B2C Tech, FinTech, Insurtech, or marketplace environments
• Comfort collaborating with Sales and Product teams to land on live-site outcomes

Responsibilities

• Own lifecycle strategy and messaging across three journeys: conversion, expansion, and retention
• Design narrative, cadence, and channel mix to move users from first touch to funded policy and beyond
• Build digital nurture and follow-up content that agents and voice AI can use after calls
• Drive cross-sell/upsell messaging and on-page experiences to maximize self-serve adoption
• Scale a new product line’s lifecycle end-to-end from activation to repeatable funnel
• Own data on cohorts and funnel performance; run end-to-end experiments with rigorous measurement

Skills

Lifecycle marketing

CRM proficiency

Copywriting

Analytics

Experimentation

Cross-functional collaboration

OKR alignment

Tools

Braze

Iterable

Customer.io

HubSpot

Job description

• We are seeking a data-obsessed, US-based Senior Growth Marketing Manager to own the lifecycle across three distinct customer journeys: converting prospects into customers, expanding existing customers through cross-sell and upsell, and scaling a recently launched product line
• The through-line is conversion, retention, and maximizing long-term customer value (LTV)
• These three journeys work differently, and that’s the interesting part of the job. Prospect-to-customer conversion is a blend of self-serve digital and human follow-up — live agents and voice AI — so your job is to design what gets said, to whom, and when, so that confidence keeps building in the gaps between conversations
• Cross-sell, upsell, and the new product line are entirely self-serve. There is no human in the loop, which means the messaging, the timing, and the on-page experience have to carry the entire decision on their own
• Life insurance is a high-consideration purchase, so lack of trust and product understanding are the biggest drivers of drop-off. Across all three journeys, you own the connective tissue that moves someone from “a company I found on the internet” to “a company I trust to safeguard my future.”
• You will operate on shared OKRs with the product managers who own each of these three areas, and — for the conversion journey — in close working partnership with Sales leadership, agents, and our voice AI team. You need to know what’s actually landing on live calls, not just what performs in an inbox
• Own the Lifecycle Strategy and Messaging. Design the narrative, cadence, and channel mix that carries someone from first touch to funded policy, from first policy to second, and from early interest in a new product line to scaled adoption. You set the strategy and you build it
• Convert Prospects into Customers. Own the post-lead journey where self-serve and human touch meet. Build the digital nurture that moves people forward on their own, and build the follow-up content, sequences, and talking points that make every agent and voice AI conversation land — the right articles, proof points, or next steps that can go out within minutes of a call ending, and a system that gets smarter over time rather than sending the same packet to everyone
• Drive Cross-Sell and Upsell. Existing customers are our highest-intent audience and this motion is fully self-serve. Own identifying the right next product for the right customer at the right moment — additional coverage, product upgrades, a second policy for a spouse — and build the triggered messaging, on-page experiences, and offer structures that get them there without a human touch
• Scale a Recently Launched Product Line. We have a new product line in market and the mandate is growth. Own its self-serve lifecycle end to end: activation, onboarding, and the messaging that turns early traction into a repeatable, scaling funnel. This is 0→1 becoming 1→10, with the ambiguity and speed that implies
• Own Retention and LTV. Getting someone to buy is the beginning, not the end. Own the post-purchase journey that keeps policies in force and customers engaged, and be accountable for LTV as a number you move, not a metric you report
• Build Trust Signals Across the Funnel. Partner with Marketing and Product on the things that actually move a high-consideration financial decision: credibility and social proof, carrier proof points, reviews, and transparency about what someone is actually buying
• Own the Data Behind Conversion and Drop-Off. Be the expert on cohorts and funnel curves across all three areas. Pull your own data to find exactly where trust and momentum break down, not just where a campaign underperforms — then turn that into a concrete hypothesis and test it
• Run Experiments End to End. Test messaging, cadence, offers, and channel mix; report on statistical significance; roll out what wins
• Cross-Functional Ownership. Operate on shared OKRs with the product managers across all three areas, and in a real working relationship with Sales leadership on the conversion journey. Decisions get made, ownership is felt, and campaigns don’t stall because nobody knows who’s driving
• Scope. Your time splits across all three journeys with the weighting shifting as each area matures

Benefits

• Comprehensive benefits packages: Awesome medical dental, vision and as applicable insurance coverage and retirement plans (in the US we offer a 401(k) plan).
• Company Equity: We want you to feel and act like an owner.
• Rest, relax & recharge: We encourage our employees to take time off, in addition to our fully paid global company holiday schedule. When you need time away from work, we have paid and flex time options based on your role and location, and additional paid leave programs.
• Generous leave programs: As well as offering a wide array of leave programs, new parents can take leave with 100% wage replacement. Our healthcare plans offer coverage on family planning and fertility.

Self-Serve Conversion Instincts. You’ve moved customers through a purchase decision with no human in the loop and you know what that demands: the messaging, the timing, and the on-page experience all have to do the persuadingTechnical CRM Proficiency. Hands-on expertise with enterprise marketing automation tools (e.g., Braze, Iterable, Customer.io, HubSpot, or similar)Copywriting and Messaging Strategy. You can write subject lines that get opened and body copy that drives action — and you know how to build trust and clarity into a high-consideration financial decision, not just optimize for clicksAnalytical Mindset. Fluent in cohort retention, statistical significance, and LTV. Ability to self service data pulls/queries to find where trust and momentum break down in the funnel6+ Years of Experience. Senior-level track record in Lifecycle, Growth Marketing, or CRM at a B2C Tech, FinTech, Insurtech, or Marketplace company. Higher-consideration / higher-AOV product experience strongly preferredComfortable Partnering with a Sales Org. For the conversion journey, you want to know what’s actually said on a live call, and you can translate that into content and tools that make agents and voice AI more effective — not assets built in isolation from what’s happening in the fieldMulti-Channel Mindset. You think natively across email, SMS, voice / conversational AI, in-product, on-page, and human-delivered follow-up. You do not believe email is the center of the universePM Collaboration. You’ve worked on a shared goal / OKR with a PM before and have a strong sense of when to lead, when to follow, and how to drive decisions across a cross-functional team. Here you’ll do it with several PMs at once