Senior Growth Marketing Manager, Lifecycle

About the role

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.

Duties and Responsibilities:

• 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.

Qualifications and Skills: 

• 6+ 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 preferred.
• 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 clicks.
• 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 persuading.
• Comfortable 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 field.
• Multi-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 universe.
• Analytical 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 funnel.
• Technical CRM Proficiency. Hands-on expertise with enterprise marketing automation tools (e.g., Braze, Iterable, Customer.io, HubSpot, or similar).
• PM 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.

#LI-Remote  #LI-MB1

The US national base salary range for this full-time position is $127,000 - $223,000. Our salary ranges are determined by role, level, and location. The range displayed on each job posting reflects the minimum and maximum target for new hire salaries for the position across all US locations. Within the range, individual pay is determined by work location and additional factors, including job-related skills, experience, and relevant education or training. 

Please note that the compensation details listed in US role postings reflect the base salary only and do not include applicable bonus, equity, or benefits. 

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