Head of Growth, Performance Video

WHO ARE WE?

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. Based in South Florida with a remote-first team globally, we foster a high-growth, high-performance culture.

YOUR ROLE

We're seeking a performance video growth leader to oversee Launch Potato's video business, starting with YouTube and expanding into other video-first platforms.

• Full ownership of Insurance YouTube campaigns, targeting 2x annualized run rate in the first year with a minimum 110% ROAS.
• Live in Google Ads, managing campaign architecture, audience strategy, bidding, budget allocation, conversion events, targeting, exclusions, and testing frameworks.
• Scale across insurance verticals, adapting strategy to each's customer journey and economics, and expanding into new financial services verticals.
• Build campaigns for both leads and inbound calls, optimizing for CTR, CVR, ROAS, call volume, lead quality, advertiser feedback, and margin.
• Own creative from a performance lens, using AI and self-serve tools to test fast and reduce bottlenecks, while partnering with the creative team.
• Proactively communicate performance, insights, and decisions to stakeholders, teams, and executives through regular updates in Slack, Zoom, and executive-facing settings.
• Build repeatable operating systems for video buying, creative testing, audience expansion, call-based campaigns, and multi-vertical scaling, generating learnings that push the paid media team forward.
• 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).
• 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.