Associate Director, Video & Programmatic Acquisition

THE ROLE

Thrive Market is on a mission to make healthy, affordable food accessible. As we enter our next phase of growth, video and audio media are critical pillars of our acquisition strategy and we’re looking for a seasoned leader to fully own them. We’re hiring an Associate Director of CTV & Programmatic to lead end-to-end ownership of Connected TV, programmatic video (including You Tube), and paid audio — spanning strategy, planning, buying, creative partnership, measurement, and optimization.

You’ll be responsible for driving new member growth through these channels while building the infrastructure and frameworks to make them durable acquisition engines. This role reports to the Senior Director of Member Growth.

• Own the full CTV, programmatic video, You Tube, 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, You Tube, 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 You Tube 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 (You Tube 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.

• Bachelor’s degree in Marketing, Business, or a related field.
• 7+ years in performance or growth marketing with deep, hands‑on expertise in CTV, You Tube, and programmatic video.
• Proven track record owning and scaling multi‑million‑dollar video media budgets with measurable acquisition outcomes.
• Extensive hands‑on experience with You Tube via Google Ads (You Tube Select, Video Action Campaigns, Video Reach Campaigns) and the CTV/OTT landscape — DSPs (The Trade Desk, DV360, Amazon DSP), PMPs, and direct publisher partnerships.
• Experience planning and buying paid audio across streaming platforms; podcast host reads excluded from scope.
• Demonstrated experience managing agency partners and developing programmatic tech stack beyond DSPs (ad servers, SSPs).
• Strong command of video and audio measurement methodologies: BLS, geo‑lift/holdout testing, MMM, MTA, Data Clean Rooms, ghost bidding, and view‑through attribution.
• Experience leading creative testing programs and influencing creative direction; ability to write strong briefs and give actionable feedback.
• Proficiency in attribution and analytics platforms (Google Analytics, Amplitude, or similar).
• Experience in subscription and/or e‑commerce businesses; health, grocery, or wellness a plus.
• Strong communicator, comfortable with ambiguity, and motivated to continuously improve performance through testing…