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 where speed, ownership, and measurable impact drive success.

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, aiming for a 2x annualized run rate and 110% ROAS in the first year.
• 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 extend into new financial services verticals.
• Create 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 with the creative team while using AI and self-serve tools to test and iterate rapidly.
• Communicate performance, insights, and decisions proactively and clearly 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. Generate learnings that push the entire paid media team forward. Build and lead a video-first team as investment scales.

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 creative performance.
• Multi-Vertical Buying: Scales 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 for alignment.
• 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 grow into building and leading a video team.
• Operational Efficiency: Builds campaigns to scale, 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 grasp of monetization dynamics, advertiser quality metrics, funnel optimization, and scalable traffic growth.
• Multi-vertical buying: Experience buying across multiple verticals, adapting strategy to distinct customer journeys, especially in insurance (auto, home, health, ACA, Medicare).
• Analytical depth: Proficiency in BI tools (Looker, Google Analytics) and advanced Excel/Sheets skills.
• Video creative judgment: Understanding of what drives high-performing video and how to adapt creative per platform, thinking like the customer.
• 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.

NICE TO HAVES

• Measurement sophistication: Tools like MMM, incrementality, geo holdouts, or brand lift to quantify video's halo across channels.
• Lead gen verticals beyond insurance: Experience in 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).

TOTAL COMPENSATION

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

APPLY NOW

To accelerate your career, apply now! Since day one, we've 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.