Ethos | DTC life insurance

The intersection of performance and brand

At Ethos, I own copy across all digital performance and acquisition channels (paid social, lifecycle reengagement, paid search, affiliate) for four products (term life, universal life, simplified issue, wills and trusts)

 

I work closely with product, research, and compliance to turn complex and highly-regulated offerings into simple messaging that engages and converts. The projects below highlight how I test, iterate, and scale that work across channels to move performance metrics (Paid social: Scaled 3x ROAS lift with an 8% average CVR lift. Lifecycle: 13x lift in lapsed-user reactivation, generating $400K+ in profit)

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