Note: The job is a remote job and is open to candidates in USA. Ethos is a life insurance technology company focused on making life insurance more accessible through a technology platform serving consumers, agents, and carriers. The Principal Content Designer will craft content, messaging, and narratives across the consumer purchase journey while helping establish content design standards and practices. The role partners with Product, Product Design, Research, and Analytics, using customer research, experimentation, analytics, and AI tools to improve clarity, trust, and conversion.
Responsibilities
- Write and shape content across the purchase journey, including landing pages, onboarding, checkout, post-purchase, and the microcopy that quietly builds or breaks trust
- Build the narrative backbone for major product flows so that every touchpoint feels like part of one story
- Balance functional clarity with emotional resonance, demystifying a complex product while motivating someone through a difficult and sometimes daunting process
- Rapidly iterate on content in a collaborative setting, being able to clearly articulate what the goals are, what works well, and why
- Present your designs to leadership and field feedback in real-time, refining and finalizing content in the moment
- Help evolve Ethos's content standards, tone-of-voice guidelines, and review processes alongside design leadership
- Support cross-functional partners with writing and content thinking
- Bring a strong content point of view into conversations with product and design partners, making the case for content as a driver of business outcomes rather than a finishing touch
- Use AI tools and frameworks to produce better, more on-brand content faster, sharing what works with the broader team, and without losing the judgment that makes content actually work for customers
- Help to shape AI tools that can empower others to generate content with the correct tone, structure, and necessary guardrails
- Build expertise on Ethos customers and the end-to-end purchase journey through audits, competitive research, and user interviews
- Test and iterate using analytics, A/B testing, and usability research so data settles disagreements about what's working
- Stay grounded in what past experiments have already taught the team
Skills
- 6+ years of content design or content strategy experience, with a track record of strong independent craft
- 2+ years on direct-to-consumer digital products, with a portfolio that shows measurable impact on conversion or revenue
- Strong storytelling instincts, with the ability to find and shape the narrative thread that carries a user through a long, high-consideration journey and defend those choices with more than intuition
- A command of plain, compelling language that makes complicated or regulated subject matter feel simple and human without oversimplifying it
- The ability to articulate the single most important message in each moment and craft the content hierarchy and language to land it
- Presentation skills and the willingness to write collaboratively and in real-time with peers and stakeholders
- Genuine AI fluency and curiosity, including experience using AI tools to ideate product and screen concepts and structuring prompts to get consistently good writing out of them
- A collaborative style that builds trust with PMs, designers, and researchers, with a clear point of view that doesn't come at the cost of being easy to work with
- Comfort in Figma and with regulatory constraints, since in an industry like life insurance, clarity and compliance are the same job
Benefits
- Remote work
Company Overview