Principal Content Designer

📍 Job Overview

Job Title: Principal Content Designer

Company: Ethos Life

Location: Remote US

Job Type: Full-Time

Category: Product Design / Content Strategy

Date Posted: 2026-08-20

Experience Level: 6+ Years

Remote Status: Fully Remote

🚀 Role Summary

• Drive the narrative, copywriting, and overall content strategy for Ethos's direct-to-consumer digital products, focusing on the entire purchase journey from initial engagement to post-purchase.

• Craft clear, trustworthy, and motivating language that demystifies complex financial decisions and guides users through a high-consideration process.

• Contribute to the evolution of Ethos's content design practice by helping to establish content standards, tone-of-voice guidelines, and robust review processes.

• Leverage AI tools and frameworks to enhance content creation speed and quality, while maintaining critical human judgment and ensuring brand consistency.

• Collaborate closely with Product, Product Design, Research, and Analytics teams to ground content decisions in user data, A/B testing results, and qualitative insights.

📝 Enhancement Note: While the title is "Principal Content Designer," the responsibilities indicate a strategic and foundational role within the content design function, suggesting a senior or lead capacity. The emphasis on "contribute to the practice" and "help evolve Ethos's content standards" points to a role that shapes the discipline, not just executes within it.

📈 Primary Responsibilities

• Develop and refine content for key user touchpoints, including landing pages, onboarding flows, checkout processes, post-purchase communications, and crucial microcopy.

• Construct the overarching narrative for major product flows, ensuring a cohesive and consistent brand story across all user interactions.

• Balance functional clarity with emotional resonance, translating complex financial concepts into accessible, human-centered language that builds trust and motivates action.

• Iterate rapidly on content in collaborative environments, effectively articulating content goals, evaluating effectiveness, and justifying strategic choices.

• Present content designs and strategies to leadership, incorporating real-time feedback and demonstrating the ability to refine and finalize content effectively during live sessions.

• Support cross-functional partners by providing expert writing and content thinking for their respective initiatives.

• Champion content design as a critical driver of business outcomes, advocating for its strategic importance beyond a mere "finishing touch."

• Utilize and evaluate AI tools for content generation, ideation, and optimization, sharing best practices and ensuring AI outputs align with brand voice and user needs.

• Conduct comprehensive content audits, competitive analyses, and user interviews to build deep expertise in customer behavior and the end-to-end purchase journey.

• Employ analytics, A/B testing, and usability research to validate content effectiveness and resolve disagreements through data-driven insights.

• Maintain a strong understanding of past experiments and learnings to inform ongoing content strategy and iteration.

📝 Enhancement Note: The responsibilities highlight a blend of execution (writing content) and strategic leadership (evolving the practice, using AI, grounding work in evidence). The role requires a proactive approach to influencing product and design decisions through content expertise.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a Bachelor's degree in English, Communications, Journalism, Design, or a related field is often preferred for roles requiring strong writing and analytical skills.

Experience: 6+ years of professional experience in content design, content strategy, UX writing, or a closely related field. This experience should demonstrate a strong track record of independent craft and measurable impact.

Required Skills:

• 6+ years of content design or content strategy experience with a proven ability to work independently and deliver high-quality craft.

• 2+ years of experience specifically on direct-to-consumer (DTC) digital products, with a portfolio showcasing measurable impact on conversion rates, revenue, or other key business metrics.

• Exceptional storytelling instincts and the ability to identify, shape, and defend narrative threads that guide users through complex, high-consideration journeys.

• Mastery of plain, compelling language that simplifies complicated or regulated subject matter without sacrificing accuracy or human connection.

• Ability to distill complex ideas into a single, most important message for each user interaction, and to craft the content hierarchy and language to effectively deliver it.

• Strong presentation skills, with the ability to articulate content rationale and strategy clearly and persuasively.

• Demonstrated willingness and ability to write collaboratively and in real-time with peers and stakeholders.

• Genuine fluency and curiosity in Artificial Intelligence (AI), including practical experience using AI tools for ideation and content generation, and structuring effective prompts for desired writing outcomes.

• A highly collaborative and approachable style that builds trust with Product Managers, Designers, Researchers, and other cross-functional partners.

• Comfort and proficiency in using Figma for design and content collaboration.

• Understanding of and ability to work within regulatory constraints, particularly in a regulated industry like life insurance, where clarity and compliance are paramount. Preferred Skills:

• Experience in the FinTech or InsurTech industry.

• Familiarity with A/B testing platforms and methodologies for content optimization.

• Experience conducting user research and synthesizing findings into actionable content recommendations.

• Knowledge of SEO best practices as they relate to content creation.

• Experience mentoring junior content designers or contributing to team growth initiatives.

📝 Enhancement Note: The requirement for "measurable impact on conversion or revenue" and the emphasis on data-driven iteration (analytics, A/B testing, user research) are critical for candidates to highlight in their portfolios and discussions. The AI fluency is a forward-looking requirement that candidates should be prepared to discuss with specific examples.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A curated selection of work demonstrating your capabilities in content design, content strategy, and copywriting for digital products.

• Case studies that clearly articulate the problem, your role, the content solutions you designed, and the measurable impact achieved (e.g., conversion lift, engagement increase, reduction in customer support inquiries).

• Examples specifically from direct-to-consumer (DTC) digital products, ideally within complex or regulated industries.

• Demonstrations of your ability to craft narrative arcs and foundational storytelling for product flows.

• Evidence of your proficiency in simplifying complex information and using plain, human-centered language.

• Samples showcasing your ability to write effective microcopy that builds trust and guides users.

• Examples of collaborative work, perhaps showing iterations or how you incorporated feedback. Process Documentation:

• Detailed case studies that outline your end-to-end content design process, from initial research and ideation through to final implementation and measurement.

• Documentation of how you have contributed to or evolved content standards, style guides, or tone-of-voice guidelines.

• Examples of how you've used data (analytics, A/B testing) and user research to inform and validate content decisions.

• Demonstrations of your experience in presenting content strategies and designs to stakeholders and leadership.

• Insights into how you approach and leverage AI tools in your content design workflow.

📝 Enhancement Note: Candidates should prepare to walk through specific projects, detailing the "why" behind their content choices and quantifying the results. The ability to demonstrate a structured approach to content design, including research, iteration, and measurement, is crucial. Specific emphasis on DTC products and measurable impact should be evident.

💵 Compensation & Benefits

Salary Range: $165,000 - $292,000 USD per year.

Benefits:

• Health Insurance: Comprehensive medical, dental, and vision coverage.

• Equity: Potential for stock options or other equity grants.

• Retirement Savings Plan: Details not specified but typically includes 401(k) with company match.

• Paid Time Off: Generous vacation, sick leave, and holidays.

• Professional Development: Opportunities for learning and growth, including conferences and training.

• Other Perks: Details can be found at https://www.ethoslife.com/careers/.

Working Hours: 40 hours per week, with flexibility expected to meet project deadlines and collaborate effectively across time zones.

📝 Enhancement Note: The salary range provided is for base salary only and does not include potential bonuses or equity. The range is competitive for a Principal-level Content Designer in the US, reflecting the experience and impact expected. Candidates should note that location within the US can influence the specific salary offered within this band.

🎯 Team & Company Context

🏢 Company Culture

Industry: Life Insurance Technology (InsurTech) / Financial Technology (FinTech). Ethos is disrupting a traditionally slow-moving industry with technology, focusing on accessibility, transparency, and a seamless customer experience.

Company Size: The exact size is not specified in the input, but Greenhouse job postings often come from companies that are scaling, indicating a growth-stage startup or a well-funded company with a significant employee base. Ethos Life is known to be a well-funded, rapidly growing company.

Founded: Ethos Life was founded in 2016, positioning it as a relatively young but established company in the InsurTech space, leveraging modern technology to transform an established industry.

Team Structure:

• The Content Design team operates within the broader Product and Design organization.

• This role collaborates daily with Product Managers, Product Designers, Researchers, and Analytics teams, indicating a highly cross-functional and integrated approach.

• The Principal Content Designer will likely work with a dedicated Product team and contribute to a growing Content Design practice, potentially mentoring or guiding other designers. Methodology:

• Data-driven decision-making is a core tenet, with a strong emphasis on analytics, A/B testing, and user research to validate strategies and refine products.

• Agile or iterative development methodologies are likely employed, requiring rapid content iteration and real-time feedback incorporation.

• A focus on building world-class products that create tangible value for users.

• Embraces experimentation and learning from both successes and failures.

Company Website: https://www.ethos.com/

📝 Enhancement Note: Ethos positions itself as a technology-forward company aiming to revolutionize a traditional industry. The culture likely values innovation, data-informed decisions, and a user-centric approach. The "About Ethos" section emphasizes transforming the experience for consumers, agents, and carriers, suggesting a broad impact focus.

📈 Career & Growth Analysis

Operations Career Level: Principal. This level signifies a senior individual contributor with deep expertise, significant autonomy, and the ability to influence strategy and best practices. It often involves leading complex projects, mentoring others, and shaping the direction of their discipline.

Reporting Structure: The Principal Content Designer will report into Design leadership (e.g., Head of Design, Director of Product Design) and will work closely with Product Managers and other cross-functional leads. While not directly managing a team, they are expected to lead through influence and expertise.

Operations Impact: The role's impact is directly tied to the effectiveness of the consumer-facing product. By crafting clear, trustworthy, and motivating content, this designer will influence conversion rates, user understanding, customer satisfaction, and ultimately, the company's ability to protect families and achieve its business goals. The strategic involvement from ideation through to data validation ensures significant influence.

Growth Opportunities:

• Skill Specialization: Deepen expertise in narrative design, financial product communication, or AI-driven content strategies.

• Leadership Influence: Shape the future of content design at Ethos, influencing standards, processes, and tool adoption.

• Cross-Functional Leadership: Lead content strategy for major product initiatives, driving alignment across diverse teams.

• Mentorship: Guide and mentor junior designers, contributing to the team's overall capability.

• Industry Impact: Contribute to the transformation of the InsurTech industry through innovative content design.

📝 Enhancement Note: The "Principal" title suggests a path toward becoming a recognized expert and potential leader within the organization. Growth will likely come from tackling increasingly complex challenges, expanding strategic influence, and contributing to the maturation of the content design function.

🌐 Work Environment

Office Type: Fully Remote. This role is designed to be performed from anywhere within the United States, offering significant flexibility.

Office Location(s): While the role is remote, the company is headquartered in San Francisco, CA, and has offices in other locations. However, this specific position is designated as "Remote US."

Workspace Context:

• A fully remote setup requires self-discipline, strong communication skills, and effective use of collaboration tools.

• Expect a dynamic, fast-paced startup environment that values agility and innovation.

• Collaboration will primarily occur through digital channels, necessitating clear and concise digital communication.

• Access to modern design and communication tools is expected.

Work Schedule: Standard full-time hours (approximately 40 hours per week) are expected, with the flexibility inherent in a remote role. However, collaboration across different time zones may require occasional adjustments to accommodate team meetings and critical deadlines.

📝 Enhancement Note: The remote nature of the role necessitates excellent asynchronous communication skills and the ability to manage one's own workload effectively. Candidates should be comfortable with digital collaboration tools and proactive in seeking clarity and connection.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter will likely review your application, focusing on your resume and portfolio to assess alignment with the core requirements.

• Hiring Manager Interview: A conversation with the hiring manager to discuss your experience, approach to content design, and understanding of Ethos's mission and products.

• Portfolio Presentation/Design Exercise: This is a critical stage. You will likely present a selection of your best work, detailing your process, strategic thinking, and measurable outcomes. A take-home design exercise or a live collaborative design session may also be part of this stage.

• Cross-Functional Interviews: Interviews with key collaborators such as Product Managers, Product Designers, and Researchers to assess your ability to work effectively in a cross-functional team.

• Leadership Interview: A final interview with senior design or product leadership to evaluate strategic thinking, cultural fit, and overall potential for impact.

Portfolio Review Tips:

• Curate Strategically: Select 2-3 projects that best demonstrate your impact on DTC products, your storytelling abilities, and your approach to complex or regulated content.

• Quantify Impact: For each project, clearly state the problem, your specific contributions, the content solutions implemented, and the measurable results (e.g., conversion rate increases, task completion improvements, reduction in support tickets). Use numbers and data wherever possible.

• Showcase Process: Explain your design process, including research, ideation, iteration, collaboration, and how you used data or user feedback to inform your decisions.

• Highlight AI Usage: If applicable, include a project where you leveraged AI tools and explain your approach and the outcomes.

• Tell a Story: Structure your portfolio presentations as compelling narratives that highlight your problem-solving skills and strategic thinking.

• Demonstrate Clarity & Empathy: Ensure your presented work reflects your ability to communicate complex financial topics clearly and empathetically.

• Figma Proficiency: Be prepared to show examples of your work within Figma or discuss your workflow.

Challenge Preparation:

• Understand the Business: Research Ethos Life, its mission, its product, and the InsurTech landscape. Understand the challenges of selling life insurance online.

• Anticipate Content Problems: Think about common user pain points in financial product applications and how content can address them.

• Practice Articulating Value: Be ready to clearly explain how content design drives business outcomes, particularly conversion and trust in a regulated industry.

• Prepare for AI Discussions: Be ready to discuss your experience with AI tools, your perspective on their role in content design, and potential ethical considerations or guardrails.

📝 Enhancement Note: The portfolio review is paramount. Candidates must be able to articulate not just what they did, but why, and what the measurable impact was. The ability to present complex information clearly and concisely, both in the portfolio and during interviews, is key.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for collaborative design and prototyping. Proficiency is explicitly required.

• AI Tools: Required for content ideation, generation, and optimization. Candidates should be prepared to discuss specific tools and their application.

• Content Management Systems (CMS): While not explicitly mentioned, experience with CMS platforms used for web content is often beneficial.

Analytics & Reporting:

• Analytics Platforms: Experience with tools like Google Analytics, Amplitude, or Mixpanel to track user behavior, measure content performance, and inform A/B testing.

• A/B Testing Tools: Familiarity with platforms like Optimizely, VWO, or in-house A/B testing frameworks to test content variations and measure impact.

CRM & Automation:

• CRM Systems: Understanding of how content impacts CRM data and customer journeys (e.g., Salesforce, HubSpot) is helpful, though not a primary requirement for this role.

• Marketing Automation Tools: Familiarity with tools used for email campaigns and customer communication might be advantageous for post-purchase content.

• User Research Tools: Experience with tools for surveys, usability testing, and interview transcription.

📝 Enhancement Note: The emphasis on Figma and AI tools is explicit. Candidates should be ready to discuss their experience and strategic approach to using these technologies. Proficiency in analytics and A/B testing tools is crucial for demonstrating data-driven impact.

👥 Team Culture & Values

Operations Values:

• Customer-Centricity: A deep understanding of the customer's needs, fears, and motivations, especially when dealing with high-stakes financial decisions.

• Clarity & Simplicity: A commitment to making complex information accessible and understandable for everyone.

• Trust & Transparency: Building confidence through clear, honest, and accurate communication.

• Innovation & Experimentation: A willingness to try new approaches, leverage technology (like AI), and learn from outcomes.

• Collaboration: Working effectively across teams to achieve shared goals.

• Data-Driven: Using evidence to inform decisions and measure success.

Collaboration Style:

• Partnership: Working closely with Product, Design, Research, and Analytics to co-create solutions.

• Influence: Advocating for content best practices and demonstrating their business value.

• Open Feedback: Willingness to give and receive constructive feedback in real-time.

• Proactive Communication: Maintaining clear and consistent communication in a remote environment.

📝 Enhancement Note: Ethos's mission to "protect families by democratizing access to life insurance" suggests a company culture that values purpose, integrity, and making a positive impact. The emphasis on transforming a traditional industry implies a culture that embraces change and innovation.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Regulatory Complexity: Balancing clear, human communication with strict industry regulations in life insurance.

• Demystifying Complex Products: Making a high-consideration, often intimidating financial product feel accessible and manageable.

• Driving Measurable Impact: Clearly demonstrating the ROI of content design in a quantitative manner, especially in a remote setting.

• Integrating AI Effectively: Leveraging AI tools to enhance creativity and efficiency without compromising quality, brand voice, or ethical standards.

• Scaling the Content Practice: Contributing to the growth and maturity of the content design function within a rapidly scaling company.

Learning & Development Opportunities:

• Deep Dive into InsurTech: Gain specialized knowledge in the life insurance industry and its unique communication challenges.

• Advanced AI Application: Explore cutting-edge uses of AI in content strategy and creation.

• Strategic Impact: Influence product direction and business outcomes through high-level content strategy.

• Mentorship & Leadership: Develop leadership skills by guiding the content practice and potentially mentoring junior team members.

• Cross-Functional Expertise: Broaden understanding of product management, UX research, and data analytics through close collaboration.

📝 Enhancement Note: The challenges presented are inherent to the role and industry. Candidates who can demonstrate resilience, strategic thinking, and a proactive approach to problem-solving will be well-suited for this position. Growth opportunities are tied to embracing these challenges and contributing to the company's evolution.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to make a complex financial product or regulated service feel simple and trustworthy for customers. What was your approach, and what was the outcome?" (Focus on storytelling, clarity, and measurable impact.)

• "How do you see AI tools evolving the role of a Content Designer? Can you share an example of how you've used AI to improve your workflow or the quality of your content?" (Prepare specific examples of AI tools and prompt engineering.)

• "Imagine you're designing the content for a new feature that aims to increase conversion on our landing page. Walk me through your process from initial brief to final implementation and measurement." (Demonstrate your end-to-end process, including research, ideation, iteration, and data analysis.) Company & Culture Questions:

• "What interests you about Ethos's mission to democratize life insurance, and how do you see content design contributing to that mission?" (Connect your values and skills to the company's purpose.)

• "How do you approach building trust with users, especially in a sensitive financial context?" (Discuss your understanding of empathy, transparency, and clear communication.)

• "Describe your experience working in a remote, cross-functional team environment. How do you ensure effective collaboration and communication?" (Highlight your remote work skills and collaborative approach.) Portfolio Presentation Strategy:

• Structure: Begin with a high-level overview of Ethos and the role, then dive into 2-3 key projects. For each project, clearly articulate: The Problem, Your Role, The Solution (Content Strategy/Design), The Execution (Specific content examples), and The Results (Quantifiable Impact).

• Storytelling: Weave a narrative around your contributions, highlighting your strategic thinking and problem-solving abilities.

• Data & Metrics: Emphasize the quantitative results of your work. Be ready to discuss how you measured success and what insights you gained.

• AI Integration: If you have relevant examples, be prepared to discuss your use of AI tools and their impact on the project.

• Q&A Readiness: Anticipate questions about your process, rationale, challenges, and how you handled feedback.

📝 Enhancement Note: Candidates should prepare to discuss their experience with both the "craft" of content design (writing, storytelling, clarity) and the "strategy" (research, data, AI, business impact). The ability to connect content decisions to business outcomes is crucial.

📌 Application Steps

To apply for this Principal Content Designer position:

• Submit your application through the provided Greenhouse link.

• Customize Your Resume: Tailor your resume to highlight your experience in direct-to-consumer digital products, content design, content strategy, and measurable impact on conversion or revenue. Use keywords from the job description.

• Curate Your Portfolio: Select 2-3 of your strongest projects that best showcase your skills in narrative design, simplifying complex information, and driving business results. Ensure each case study clearly outlines the problem, your process, your solutions, and quantifiable outcomes.

• Prepare Your Presentation: Practice presenting your portfolio projects, focusing on clear storytelling, strategic rationale, and data-driven results. Be ready to discuss your approach to AI and regulatory constraints.

• Research Ethos Life: Understand the company's mission, values, and product. Prepare thoughtful questions about the role, team, and company culture.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.