Associate Director of Paid Media, Performance Video

Responsibilities

• P&L and performance: 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.
• Playbooks and team: Build repeatable operating systems for video buying, creative testing, audience expansion, call-based campaigns, and multi-vertical scaling. Generate learnings that push the whole paid media team forward. Build and 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

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.

Benefits

Additional Information

WHO ARE WE? Launch Potato is a profitable digital media company that reaches over 30M+ monthly visitors through brands such as FinanceBuzz , All About Cookies , and OnlyInYourState . As The Discovery and Conversion Company, our mission is to connect consumers with the world's leading brands through data-driven content and technology. Headquartered in South Florida with a remote-first team spanning over 15 countries, we've built a high-growth, high-performance culture where speed, ownership, and measurable impact drive success. WHY JOIN US? At Launch Potato, you'll accelerate your career by owning outcomes, moving fast, and driving impact with a global team of high-performers. 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. This is a builder's role. You'll combine hands-on campaign management with high-level strategy, owning execution, P&L, pacing, reporting, growth targets, creative testing, and operating cadence. You build, optimize, and scale campaigns yourself while creating the systems and playbooks that let the channel grow beyond the limits most teams assume. The initial focus is Insurance, with ownership across auto, home, health, ACA, Medicare, and other call-based or lead-based products. Each vertical has different customers, intent signals, creative needs, and monetization dynamics, so you'll adapt buying strategy and messaging by audience, product, and funnel stage. Over time the role expands into streaming, linear TV, Meta, TikTok, and other emerging video channels.

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