Head of Growth, Performance Video

Launch Potato•St. Louis, MO

1d•$150,000 - $170,000•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 foster a high-growth, high-performance culture with a remote-first team spanning over 15 countries, emphasizing speed, ownership, and measurable impact. This role is for a performance video growth leader to 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 verticals (auto, home, health, ACA, Medicare), adapting buying strategy and messaging by audience, product, and funnel stage. The role will 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.
Builds and troubleshoots directly in-platform; spots tactical opportunities others miss.
Manages budget at scale against growth, ROAS, and margin goals.
Connects customer psychology and funnel stage to creative that performs.
Scales across distinct customer types and product categories.
Drives and optimizes inbound call traffic, intent, and quality.
Articulates data, recommendations, and POV clearly for leadership alignment.
Turns performance data into growth strategies across campaigns, creative, and landing pages.
Tests, iterates, and runs multiple projects in a fast-paced environment.
Ready to grow into building and leading a video team.
Builds 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), not managing from a distance.
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.
Able 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.
Builds 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.
Live in Google Ads, owning campaign architecture, audience strategy, bidding, budget allocation, conversion events, targeting, exclusions, and testing frameworks.
Scale across insurance verticals, tailoring strategy to each one's customer journey and economics, then expand into new insurance and financial services verticals.
Build campaigns that drive both leads and inbound calls, with a working grasp of call quality, conversion rates, advertiser feedback, and downstream monetization.
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 while using AI and self-serve tools to test fast and reduce bottlenecks.
Proactively and clearly communicate performance, insights, and decisions to stakeholders, teams, and executives on a daily basis.
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.