Associate Director, YouTube & CTV Paid Acquisition

About this role

ABOUT THRIVE MARKET

Thrive Market was founded in 2014 with a mission to make healthy and sustainable living easy and affordable for everyone. As an online, membership-based market, we deliver the highest quality healthy, and sustainable products at member-only prices, while matching every paid membership with a free one for someone in need. Every day, we leverage innovative technology and member-first thinking to help our over 1,700,000+ members find better products, support better brands, and build a better world in the process. We are also a Certified B Corporation, a Public Benefit Corporation, and a Climate Neutral Certified company.

Join us as we bring healthy and sustainable living to millions of Americans in the years to come.

THE ROLE

Thrive Market is on a mission to make healthy and sustainable living easy and affordable for everyone. As we enter our next phase of growth, YouTube and Connected TV are becoming increasingly important acquisition channels for introducing new audiences to Thrive Market and driving measurable member growth.

We’re hiring an Associate Director, YouTube & CTV Acquisition to lead the strategy, execution, and continued growth of our video acquisition program. This person will own YouTube and CTV across media planning, audience strategy, budget allocation, agency management, creative testing, measurement, and optimization.

The ideal candidate combines deep, hands-on YouTube expertise with a strong understanding of the CTV ecosystem. They know how to connect upper-funnel video investment to downstream acquisition results, build rigorous testing programs, and translate performance data into clear decisions. This role reports to the Senior Director of Member Growth.

RESPONSIBILITIES

• Own the end-to-end acquisition strategy for YouTube and CTV, including channel planning, audience segmentation, budget allocation, buying approach, testing, and performance optimization.

• Lead the hands-on management and optimization of YouTube campaigns through Google Ads strategies, including Demand Gen, Video Reach, Video View, Ad Formats (In-Stream, YouTube Select, and YouTube Shorts) and ad types.

• Develop and manage direct and programmatic CTV campaigns across platforms such as Hulu, Peacock, Paramount+, Amazon, Disney+, Roku, and other streaming partners.

• Deep understanding of the CTV/OTT landscape with experience in a variety of audience targeting and buying methods like direct buys with publishers, PMPs, and partnering with DSPs (The Trade Desk, DV360, Amazon, Roku), to define the right CTV media mix that drives profitable growth.

• Build an integrated video strategy across YouTube and CTV, managing audience overlap, reach, frequency, sequencing, and channel roles throughout the customer journey.

• Serve as the day-to-day lead for Thrive Market’s agency partner or partners, setting clear expectations and holding them accountable for strategy, execution, reporting, testing, and performance.

• Own multi-million-dollar media budgets, including forecasting, allocation, pacing, bidding, and optimization against acquisition and business goals such as CAC, CPA, ROAS, conversion rate, and incremental member growth.

• Develop a structured creative testing roadmap across video formats, including concepts, messaging, offers, hooks, lengths, calls to action, and aspect ratios.

• Partner closely with Creative to write actionable briefs, evaluate performance, identify learnings, and ensure a consistent pipeline of new video assets.

• Establish measurement frameworks that connect YouTube and CTV investment to downstream member acquisition, including incrementality testing, geo-lift and holdout studies, brand lift studies, MMM, MTA, and view-through attribution.

• Partner with Data and Analytics to strengthen attribution, reporting, audience activation, platform signals, and measurement consistency across channels.

• Maintain clear account structures, naming conventions, UTM standards, testing documentation, change logs, pacing updates, and recurring performance reporting.

• Evaluate emerging video opportunities such as YouTube Shorts, shoppable video, creator-led advertising, addressable TV, and new streaming inventory.

• Support expansion into adjacent channels, including programmatic video and paid streaming audio, when they complement the broader acquisition strategy.

• Serve as Thrive Market’s internal subject matter expert on YouTube and CTV, helping stakeholders understand channel performance, measurement considerations, creative needs, and investment trade-offs.

QUALIFICATIONS

• 7+ years of experience in performance, growth, or acquisition marketing, with deep expertise across YouTube and Connected TV.

• Significant hands-on experience building, managing, and optimizing YouTube campaigns through Google Ads.

• Strong knowledge of YouTube campaign types and inventory, including Demand Gen, Video Reach, Video View, YouTube Select, and YouTube Shorts.

• Proven experience developing and scaling CTV strategies across direct publisher relationships and programmatic buying platforms.

• Familiarity with major CTV and programmatic platforms, including The Trade Desk, DV360, Amazon DSP, private marketplaces, and direct streaming partnerships.

• Track record of managing multi-million-dollar video budgets and delivering measurable acquisition or revenue outcomes.

• Strong understanding of how YouTube and CTV contribute across the customer journey, from awareness and consideration through conversion and member acquisition.

• Experience designing and evaluating incrementality tests, geo-lift or holdout studies, brand lift studies, MMM, MTA, and view-through attribution.

• Demonstrated ability to lead creative testing programs, write effective briefs, interpret creative performance, and provide actionable feedback.

• Experience managing media agencies and holding external partners accountable to strategic and performance goals.

• Strong analytical skills a

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