Associate Director, YouTube & CTV Paid Acquisition

About this role

Thrive Market is looking for an Associate Director to lead YouTube and Connected TV paid acquisition. The role focuses on strategy, execution, and growth of video acquisition across YouTube and CTV, including planning, audience targeting, budgeting, agency management, creative testing, measurement, and optimisation. The position involves turning upper-funnel video activity into downstream member growth and reports to the Senior Director of Member Growth. It requires deep hands-on YouTube experience and knowledge of the CTV ecosystem. Thrive Market operates as an online, membership-based market focused on healthy and sustainable products.

What you would do

• Own end-to-end YouTube and CTV acquisition strategy and execution.
• Manage and optimise YouTube campaigns via Google Ads (Demand Gen, Video Reach, Video View, In-Stream, YouTube Shorts, etc.).
• Develop and manage direct and programmatic CTV campaigns across multiple platforms.
• Define CTV media mix using direct buys, PMPs, and DSP partnerships to drive growth.
• Create integrated video strategy across YouTube and CTV considering reach, frequency, and sequencing.
• Lead day-to-day agency relationship and ensure accountability for strategy and performance.
• Manage multi-million-dollar media budgets with forecasting, pacing, bidding, and optimisation.
• Develop a structured creative testing roadmap and briefs with Creative.
• Collaborate with Creative to evaluate performance and generate new assets.
• Establish measurement frameworks linking investment to member acquisition and conduct incrementality and attribution studies.

What they are asking for

• 7+ years in performance, growth, or acquisition marketing with deep YouTube and CTV expertise.
• Hands-on experience building and optimising YouTube campaigns in Google Ads.
• Knowledge of YouTube campaign types and inventory (Demand Gen, Video Reach, Video View, YouTube Select, Shorts).
• Experience scaling CTV strategies via direct publisher and programmatic buying.
• Familiar with major CTV and programmatic platforms (The Trade Desk, DV360, Amazon DSP, private marketplaces, direct partnerships).
• Track record of managing multi-million-dollar video budgets and delivering acquisition outcomes.
• Understanding of how YouTube and CTV contribute across the customer journey and measurement approaches.
• Experience designing incrementality tests and attribution (MMM, MTA, holdout, geo-lift, brand lift).
• Ability to lead creative testing and provide actionable briefs and feedback.
• Experience managing media agencies and ensuring accountability to goals.

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