Director of Paid Media, Performance Video

Purpose

Launch Potato is a profitable digital media company reaching over 30M+ monthly visitors through brands like FinanceBuzz, All About Cookies, and OnlyInYourState. Our mission is to connect consumers with leading brands through data-driven content and technology.

About the role

We are seeking a performance video growth leader to oversee Launch Potato's video business, starting with YouTube and expanding into other video-first platforms. This role involves hands-on campaign management, strategic planning, and scaling campaigns across various insurance and financial services verticals.

Responsibilities

• Full ownership of Insurance YouTube campaigns, including P&L, performance, and operations.
• Live in Google Ads, owning campaign architecture, audience strategy, bidding, budget allocation, conversion events, targeting, exclusions, and testing frameworks.
• Scale across insurance verticals, tailoring strategy to each one's customer journey and economics, and expand into new insurance and financial services verticals.
• Build campaigns that drive both leads and inbound calls, with a focus on call quality, conversion rates, advertiser feedback, and downstream monetization.
• Own creative from a performance lens, connecting customer psychology and funnel stage to creative that performs, and using AI and self-serve tools to test fast and reduce bottlenecks.
• Communicate performance, insights, and decisions to stakeholders, teams, and executives on a daily basis.
• Build and lead a video-first team as investment scales.

Requirements

• 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.

Qualifications

• 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).
• 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.

Benefits

Base Salary: $150,000 to $170,000 per year, paid semi-monthly.

Compensation

Your compensation package includes a base salary, profit-sharing bonus, and competitive benefits. Launch Potato is a performance-driven company, which means future increases will be based on company and personal performance, not annual cost of living adjustments.