Head of Growth, Performance Video

Launch Potato•Mississauga, ON

5d•Remote

About The Position

Launch Potato is a profitable digital media company reaching over 30 million monthly visitors through various brands. As The Discovery and Conversion Company, their mission is to connect consumers with leading brands using data-driven content and technology. They have a remote-first team across 15 countries and foster a high-growth, high-performance culture driven by speed, ownership, and measurable impact. This role is for a performance video growth leader who will take full ownership of Launch Potato's video business, starting with YouTube and expanding to other video-first platforms. It's a builder's role combining hands-on campaign management with high-level strategy, including execution, P&L, pacing, reporting, growth targets, creative testing, and operating cadence. The initial focus is on Insurance products (auto, home, health, ACA, Medicare), requiring adaptation of buying strategy and messaging by audience, product, and funnel stage. The role will eventually expand into streaming, linear TV, Meta, TikTok, and other emerging video channels.

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.
Depth in Google/YouTube Ads architecture, bidding, audience strategy, conversion events, and analytics.
Ability to build and troubleshoot directly in-platform, spotting tactical opportunities.
Manage budget at scale against growth, ROAS, and margin goals.
Connect customer psychology and funnel stage to performing creative.
Experience buying across distinct customer types and product categories.
Ability to drive and optimize inbound call traffic, intent, and quality.
Articulate data, recommendations, and POV clearly for leadership alignment.
Turn performance data into growth strategies across campaigns, creative, and landing pages.
Test, iterate, and run multiple projects in a fast-paced environment.
Readiness to grow into building and leading a video team.
Build campaigns to scale, even when that means breaking from standard best practice.
Proven success profitably scaling brands across video performance platforms, with deep hands-on expertise in YouTube, Meta, and TikTok.
Comfortable living in-platform and building campaigns directly (campaign architecture, audience and bidding strategy, conversion event setup, testing design, budget pacing, daily optimization).
Strong grasp of monetization dynamics, advertiser quality metrics, funnel optimization, and scaling traffic profitably across variable-payout partner ecosystems.
Experience buying across multiple verticals at once, adapting structure, audience, creative, and messaging to distinct customer journeys. Insurance experience (auto, home, health, ACA, Medicare) is especially valuable.
Proficiency in BI tools (Looker, Google Analytics) plus advanced Excel/Sheets (pivot tables, VLOOKUP, regression, correlation, performance modeling).
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.
Ability 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.
Build strong relationships across analytics, sales/account management, leadership, vertical stakeholders, creative, product, and external vendors.
Demonstrated experience owning P&L, hitting aggressive growth and profitability goals, and building repeatable playbooks that scale wins across brands and verticals.
Exceptional, proactive written and verbal communication; comfortable presenting insights and influencing decisions through Slack, Zoom, and executive-facing updates.

Nice To Haves

MMM, incrementality, geo holdouts, or brand lift to quantify video's halo across channels.
Lead gen verticals beyond insurance: personal finance, lending, credit cards, home services, consumer subscriptions.
Team building, mentoring channel owners, or formalizing playbooks across brands.
Competitive intelligence tools: SimilarWeb, AdBeat, Ahrefs, SpyFu, Pathmatics.
Background in regulated marketing environments (consumer finance, insurance, healthcare).

Responsibilities

Full ownership of spend, pacing, reporting, operations, and profitability for Insurance YouTube campaigns, targeting a 2x annualized run rate in year one at a minimum 110% ROAS.
Live in Google Ads, owning campaign architecture, audience strategy, bidding, budget allocation, conversion events, targeting, exclusions, and testing frameworks to set the standard for execution quality.
Scale across insurance verticals, tailoring strategy to each customer journey and economics, then expand into new insurance and financial services verticals.
Build campaigns that drive both leads and inbound calls, understanding call quality, conversion rates, advertiser feedback, and downstream monetization. Move key metrics like CTR, CVR, ROAS, call volume, lead quality, advertiser quality, and margin.
Own creative from a performance lens, including audience selection, messaging angles, funnel-stage alignment, hooks, offer positioning, formats, and testing priorities. Partner with the creative team and utilize AI/self-serve tools for rapid testing.
Proactively and clearly communicate performance, insights, and decisions to stakeholders, teams, and executives on a daily basis via Slack, Zoom, and executive settings.
Build repeatable operating systems for video buying, creative testing, audience expansion, call-based campaigns, and multi-vertical scaling. Generate learnings to advance the paid media team and build/lead a video-first team as investment grows.