Head of Growth, Performance Video
About the role
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.
EXPERIENCE
- 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.
WHAT YOU'LL OWN
- 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.
- Communication: Proactively and clearly communicate performance, insights, and decisions to stakeholders, teams, and executives.