Director of Paid Media, Performance Video

PAY & BENEFITS

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

YOUR ROLE

We're looking for a performance video growth leader to take full ownership of Launch Potato's video business, starting with YouTube and expanding into other video-first platforms over time.

• 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 one's 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.

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.
• 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 video's 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: Specific compliance: Background in regulated marketing environments (consumer finance, insurance, healthcare).