Associate Director of Paid Media, Performance Video

WHO ARE WE

Launch Potato is a profitable digital media company that reaches over 30M monthly visitors through brands such as FinanceBuzz All About Cookies and OnlyInYourState.

As The Discovery and Conversion Company our mission is to connect consumers with the worlds leading brands through data-driven content and technology.

Headquartered in South Florida with a remote-first team spanning over 15 countries weve built a high-growth high-performance culture where speed ownership and measurable impact drive success.

WHY JOIN US

At Launch Potato youll accelerate your career by owning outcomes moving fast and driving impact with a global team of high-performers.

YOUR ROLE

Were looking for a performance video growth leader to take full ownership of Launch Potatos video business starting with YouTube and expanding into other video-first platforms over time.

This is a builders role. Youll combine hands-on campaign management with high-level strategy owning execution P&L pacing reporting growth targets creative testing and operating cadence. You build optimize and scale campaigns yourself while creating the systems and playbooks that let the channel grow beyond the limits most teams assume.

The initial focus is Insurance with ownership across auto home health ACA Medicare and other call-based or lead-based products. Each vertical has different customers intent signals creative needs and monetization dynamics so youll adapt buying strategy and messaging by audience product and funnel stage. Over time the role expands into streaming linear TV Meta TikTok and other emerging video channels.

EXPERIENCE

• 8 years managing high-growth performance marketing portfolios.
• 3 years managing and scaling YouTube Meta TikTok and/or other video-first portfolios with budgets of $20M/year.
• Experience scaling performance video in at least one major lead gen niche: affiliate call-based insurance financial services health or marketplace.

WHAT YOULL OWN

• P&L and performance: Full ownership of spend pacing reporting operations and profitability for Insurance YouTube campaigns. Target: 2x annualized run rate in year one at a minimum 110% ROAS.
• In-platform execution: Live in Google Ads owning campaign architecture audience strategy bidding budget allocation conversion events targeting exclusions and testing frameworks. You set the standard for execution quality others orient around.
• Multi-vertical scaling: Scale across the insurance verticals tailoring strategy to each ones customer journey and economics then expand into new insurance and financial services verticals to drive incremental growth.
• Lead and call generation: Build campaigns that drive both leads and inbound calls with a working grasp of call quality conversion rates advertiser feedback and downstream monetization. Move the metrics that matter: CTR CVR ROAS call volume lead quality advertiser quality margin.
• Creative strategy: Own creative from a performance lens (audience selection messaging angles funnel-stage alignment hooks offer positioning formats testing priorities). Partner with the creative team while using AI and self-serve tools to test fast and reduce bottlenecks.
• Communication: Proactively and clearly communicate performance insights and decisions to stakeholders teams and executives on a daily basis. This is not a reporting afterthought. You drive alignment across analytics creative sales product and leadership through direct frequent well-structured updates in Slack Zoom and executive-facing settings.
• Playbooks and team: Build repeatable operating systems for video buying creative testing audience expansion call-based campaigns and multi-vertical scaling. Generate learnings that push the whole paid media team forward. Build and lead a video-first team as investment scales.

COMPETENCIES

• Technical Mastery: Depth in Google/YouTube Ads architecture bidding audience strategy conversion events and analytics.
• Platform Execution: Builds and troubleshoots directly in-platform; spots tactical opportunities others miss.
• P&L Ownership: Manages budget at scale against growth ROAS and margin goals.
• Creative Strategy: Connects customer psychology and funnel stage to creative that performs.
• Multi-Vertical Buying: Scales across distinct customer types and product categories.
• Call-Based Marketing: Drives and optimizes inbound call traffic intent and quality.
• Communication: Articulates data recommendations and POV clearly for leadership alignment.
• Problem-Solving: Turns performance data into growth strategies across campaigns creative and landing pages.
• Adaptability: Tests iterates and runs multiple projects in a fast-paced environment.
• Leadership Potential: Ready to grow into building and leading a video team.
• Operational Efficiency: Builds campaigns to scale even when that means breaking from standard best practice.

MUST HAVES

• Video-first scaling track record: Proven success profitably scaling brands across video performance platforms with deep hands-on expertise in YouTube Meta and TikTok.
• Hands-on platform execution: Comfortable living in-platform and building campaigns directly (campaign architecture audience and bidding strategy conversion event setup testing design budget pacing daily optimization) not managing from a distance.
• Affiliate lead gen: Strong grasp of monetization dynamics advertiser quality metrics funnel optimization and scaling traffic profitably across variable-payout partner ecosystems.
• Multi-vertical buying: Experience buying across multiple verticals at once adapting structure audience creative and messaging to distinct customer journeys. Insurance experience (auto home health ACA Medicare) especially valuable.
• Analytical depth: Proficiency in BI tools (Looker Google Analytics) plus advanced Excel/Sheets (pivot tables VLOOKUP regression correlation performance modeling).
• Video creative judgment: Strong understanding of what drives high-performing video (YouTube ABCDs hooks category entry points funnel stage audience intent offer positioning trending formats) and how to adapt creative per platform. Able to think like the customer and map angle audience and format to funnel stage.
• AI-enabled speed: Able to move quickly on creative testing using AI and self-serve tools (Higgsfield Runway CapCut MidJourney Gemini VEO3 Claude or similar) to develop concepts and iterate without leaning on centralized creative resources.
• Cross-functional partnership: Builds strong relationships across analytics sales/account management leadership vertical stakeholders creative product and external vendors.
• P&L ownership: Demonstrated experience owning P&L hitting aggressive growth and profitability goals and building repeatable playbooks that scale wins across brands and verticals.
• Communication: Exceptional proactive written and verbal communication; comfortable presenting insights and influencing decisions through Slack Zoom and executive-facing updates.

NICE TO HAVES

• Measurement sophistication: MMM incrementality geo holdouts or brand lift to quantify videos halo across channels.
• Lead gen verticals beyond insurance: personal finance lending credit cards home services consumer subscriptions.
• Scalable best practices: Team building mentoring channel owners or formalizing playbooks across brands.
• Competitive intelligence tools: SimilarWeb AdBeat Ahrefs SpyFu Pathmatics.
• Specific Compliance: Background in regulated marketing environments (consumer finance insurance healthcare).

Want to accelerate your career Apply now!

Since day one weve been committed to having a diverse inclusive team and culture. We are proud to be an Equal Employment Opportunity company. We value diversity equity and inclusion.

We do not discriminate based on race religion color national origin gender (including pregnancy childbirth or related medical conditions) sexual orientation gender identity gender expression age status as a protected veteran status as an individual with a disability or other applicable legally protected characteristics.

Required Experience:

Director

Employment Type : Full Time
Experience: years
Vacancy: 1