Principal Product Marketing Manager

About Ethos Ethos is a leading life insurance technology company on a mission to protect families by democratizing access to life insurance and empowering agents at scale. With its robust three-sided technology platform, Ethos is transforming the life insurance experience for consumers, agents, and carriers alike. Ethos offers instant, accessible products and a seamless online process that requires no medical exams and just a few health questions; it eliminates traditional barriers, making it easier than ever for everyone to protect their families. Ethos is redefining how life insurance is bought, sold, and underwritten. About the role We are looking for a seasoned Principal Product Marketing Manager to own go-to-market execution for our most complex life insurance products. This role sits at the intersection of product, sales, compliance, and marketing — requiring someone who can navigate regulatory complexity, translate dense product details into compelling narratives, and lead launches that drive measurable outcomes. You move fast, think big, and leverage AI tools to operate at a level of output and quality that raises the bar for the entire team. The ideal candidate brings 8+ years of product marketing experience, a strong background in regulated industries, and a track record of leading high-stakes, complex product launches from strategy through execution. Duties and Responsibilities: Own end-to-end launch strategy and execution for life insurance products, coordinating across product, legal, compliance, actuarial, and distribution teams to ensure launches are accurate, compliant, and commercially impactful. Architect comprehensive GTM strategies — including segmentation, positioning, channel strategy, and success metrics — with fluency in regulated product environments. Partner with Legal and Compliance to ensure all marketing materials meet regulatory requirements without sacrificing clarity or impact. Build robust enablement programs for enterprise partners, agents and sales teams — including playbooks, training materials, and objection-handling guides tailored to complex life insurance products. Translate products and policy language into clear, compelling narratives for diverse audiences. Lead ongoing analysis to surface insights on customer needs, distribution trends, and regulatory shifts that inform marketing and product strategy. Align stakeholders across Product, Sales, Legal, Actuarial, Compliance, and Creative. Proactively identify process gaps and drive improvements that enhance speed and quality of execution. Qualifications and Skills: 8+ years of product marketing experience, with significant time on complex or highly regulated products. Demonstrated track record of leading complex, cross-functional product launches including navigating legal and compliance review. Deep expertise in GTM strategy, messaging frameworks, and positioning for products with long sales cycles and multiple stakeholder audiences. Experience building and enabling broker, agent, or enterprise distribution channels is a strong plus. Exceptional storytelling skills, ability to make complex products accessible to varied audiences without oversimplifying. Strong analytical mindset with the ability to translate market and performance data into actionable strategy. Proven ability to lead and align diverse cross-functional stakeholders, including senior leadership. Proficiency with AI tools for content creation, research, and campaign execution, with a mindset of continuously adopting new tools to work faster and smarter. Entrepreneurial spirit, strong bias for action, and comfort with ambiguity in a high-growth environment. #LI-Remote #LI-CM1 The US national base salary range for this full-time position is $125,000 - $221,000. 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/ Don’t meet every single requirement? If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. At Ethos we are dedicated to building a diverse, inclusive and authentic workplace. We are an equal opportunity employer.. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Pursuant to the SF Fair Chance Ordinance, we will consider employment for qualified applicants with arrests and conviction records. To learn more about what information we collect and how it may be used, please refer to our California Candidate Privacy Notice . Recruitment Notice: Please be aware of recruitment scams. All legitimate communication from our team will only come from email addresses ending in @ethos.com or @getethos.com. We will never ask for payment, banking details, or sensitive personal information during the hiring process. If you are contacted by someone claiming to represent us from a different email address, please treat it as fraudulent.