Responsibilities

• Own the full CTV, programmatic video, YouTube, and paid audio media strategy — from channel planning and audience segmentation to budget allocation, buying, and performance optimization.
• Serve as the day-to-day lead managing Thrive’s agency partner(s) across CTV, YouTube, and audio — holding partners accountable to performance targets and ensuring strategic alignment across planning, buying, and reporting.
• Build and manage direct and programmatic CTV buys across streaming platforms (Hulu, Peacock, Paramount+, Amazon, Disney+, Roku, etc.) and YouTube campaigns via Google Ads.
• Own paid audio campaigns across streaming platforms (Spotify, Pandora, Amazon Music, iHeart) and programmatic audio, including campaign setup, targeting, bidding, and optimization.
• Define and manage media budgets, pacing, and bids across all channels to hit performance targets (CPA, ROAS, CAC, and brand lift metrics).
• Lead structured creative testing programs across video and audio — concept, cut length, messaging angle, offer, and format — in close partnership with the creative team; own all video and audio creative briefing and proactively refresh underperforming assets.
• Develop measurement frameworks connecting upper-funnel investment to downstream member acquisition, including incrementality testing (geo-lift, holdout), Brand Lift Studies (BLS), and MMM/MTA integration.
• Partner with data and analytics to ensure proper pixel/signal implementation, attribution, and reporting consistency across all channels.
• Maintain clean account structure, naming conventions, UTM hygiene, and documentation; support weekly channel reports, change logs, pacing updates, and monthly accruals.
• Stay ahead of the evolving CTV, streaming, and audio landscape — evaluating and onboarding new channels and formats (YouTube Shorts, Shoppable TV, Addressable TV, programmatic audio, dynamic ad insertion) as Thrive’s presence scales.
• Serve as the internal subject matter expert on video and audio media, educating stakeholders on channel mix, performance drivers, and trade-offs.