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 seek a performance video growth leader to oversee Launch Potato's video business, initially focusing on 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.
• Leverage Google Ads for live in-platform execution, including 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 expand into new financial services verticals.
• Drive campaigns that generate both leads and inbound calls, optimizing for CTR, CVR, ROAS, call volume, lead quality, advertiser feedback, and margin.
• Own creative from a performance lens, aligning audience selection, messaging angles, funnel-stage alignment, hooks, offer positioning, formats, and testing priorities. Work closely with the creative team and use AI and self-serve tools to test and iterate.
• Communicate performance, insights, and decisions proactively and clearly to stakeholders, teams, and executives through regular updates in Slack, Zoom, and executive-facing settings.
• Build and lead a video-first team as investment scales, generating learnings that push the paid media team forward.

COMPETENCIES

• Technical Mastery: Deep knowledge of Google/YouTube Ads architecture, bidding, audience strategy, conversion events, and analytics.
• Platform Execution: Direct in-platform campaign management and troubleshooting.
• P&L Ownership: Budget management at scale against growth, ROAS, and margin goals.
• Creative Strategy: Aligns customer psychology and funnel stages with high-performing video creative.
• Multi-Vertical Buying: Buys across distinct customer types and product categories.
• Call-Based Marketing: Drives and optimizes inbound call traffic, intent, and quality.
• Communication: Clearly articulates data, recommendations, and perspectives to leadership and cross-functional partners.
• Problem-Solving: Translates performance data into growth strategies across campaigns, creative, and landing pages.
• Adaptability: Quickly tests, iterates, and manages multiple projects in a fast-paced environment.
• Leadership Potential: Ready to lead and mentor a video team.
• Operational Efficiency: Builds scalable campaigns even when breaking from standard best practices.

MUST HAVES

• Video-first scaling track record: Proven success in profitably scaling brands across video performance platforms, particularly YouTube, Meta, and TikTok.
• Hands-on platform execution: Comfortable living in-platform and building campaigns directly.
• Affiliate lead gen: Strong understanding of monetization dynamics, advertiser quality metrics, funnel optimization, and profitable traffic scaling.
• Multi-vertical buying: Experience buying across multiple verticals, adapting structure, audience, creative, and messaging to distinct customer journeys.
• Analytical depth: Proficiency in BI tools and advanced Excel/Sheets skills.
• Video creative judgment: Understanding of what drives high-performing video and how to adapt creative per platform.
• AI-enabled speed: Ability to move quickly on creative testing using AI and self-serve tools.
• 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.
• Communication: Exceptional, proactive written and verbal communication; comfortable presenting insights and influencing decisions.