Head of Growth, Performance Video

Launch Potato•Philadelphia, NY

13h•Remote

About The Position

Launch Potato is seeking a performance video growth leader to take full ownership of the company's video business, initially focusing on YouTube and expanding to other video-first platforms. This is a hands-on role requiring a blend of campaign management and strategic planning, with responsibility for execution, P&L, pacing, reporting, growth targets, creative testing, and operational cadence. The initial focus will be on the insurance sector, covering various products like auto, home, health, ACA, and Medicare, requiring adaptation of buying strategies and messaging based on audience, product, and funnel stage. The role is expected to expand into streaming, linear TV, Meta, TikTok, and other emerging video channels over time.

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.
Experience managing budget at scale against growth, ROAS, and margin goals.
Ability to connect customer psychology and funnel stage to creative that performs.
Experience scaling across distinct customer types and product categories.
Experience driving and optimizing inbound call traffic, intent, and quality.
Clear articulation of data, recommendations, and POV for leadership alignment.
Ability to turn performance data into growth strategies across campaigns, creative, and landing pages.
Ability to test, iterate, and run multiple projects in a fast-paced environment.
Readiness to grow into building and leading a video team.
Ability to 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.
Comfort 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.
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.
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.
Ability to 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

Insurance experience (auto, home, health, ACA, Medicare) especially valuable.
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.
In-platform execution, including campaign architecture, audience strategy, bidding, budget allocation, conversion events, targeting, exclusions, and testing frameworks.
Scaling across insurance verticals, tailoring strategy to each customer journey and economics, and expanding into new insurance and financial services verticals.
Building campaigns that drive both leads and inbound calls, with a focus on call quality, conversion rates, advertiser feedback, and downstream monetization.
Moving key metrics such as CTR, CVR, ROAS, call volume, lead quality, advertiser quality, and margin.
Owning creative strategy from a performance lens, including audience selection, messaging angles, funnel-stage alignment, hooks, offer positioning, formats, and testing priorities.
Partnering with the creative team and utilizing AI and self-serve tools for rapid creative testing.
Proactively and clearly communicating performance, insights, and decisions to stakeholders, teams, and executives on a daily basis.
Building repeatable operating systems for video buying, creative testing, audience expansion, call-based campaigns, and multi-vertical scaling.
Generating learnings to advance the entire paid media team.
Building and leading a video-first team as investment scales.