Senior Product Manager, Brand Outcomes, Video and Native Advertising

About the Team

The Ads Product team is responsible for monetizing Roku's platform through innovative advertising solutions across the Roku TV experience, including its premiere streaming service, The Roku Channel, on both Roku devices and off-platform environments. Collectively, these products reach millions of users daily, creating valuable advertising inventory and engagement opportunities throughout the entire Roku ecosystem.

About the Role

You will own the products behind brand outcome campaigns across Roku's in-stream video and native ads. These campaigns are bought on impressions and judged on reach, awareness, recall, consideration, and brand lift. You will build the cross-surface campaign experience, the models that optimize delivery toward lift, and the holdouts and third-party measurement that prove it. You will work closely with data science and engineering, and with the performance video product team on where brand ends and performance begins.

What You'll Be Doing

• Brand outcome products: Own the roadmap for products that let advertisers buy impressions across in-stream video and native and optimize toward unique reach, awareness, recall, consideration, and brand lift. Define the metrics that connect impressions to outcomes, such as cost per incremental reach and lift per dollar.
• Cross-surface campaigns: Define how one campaign plans, paces, and caps frequency across video and native, including deduplicated reach and shared creative, and how advertisers see the results in one report.
• Optimization models: Work with data science and engineering to define models for incremental reach, predicted lift, relevance, and frequency, and build them into delivery, pacing, creative selection, and bidding. Test whether native engagement signals give an earlier read on lift and improve the models.
• Brand lift and incrementality: Build holdouts and brand lift polls into campaigns by default, including experimental design and sample sizing.
• Third-party measurement: Own how Roku data works with third-party measurement partners, panel-based currency, and marketing mix models, so advertisers can check our results with their own tools.
• Brand and performance: Work with the performance video product team so advertisers can see how brand exposure affects later conversions, and so budgets can move between brand and performance based on results.
• Working across teams: Work with engineering, data science, sales, research, and operations, and make the products clear enough that sales and advertisers can explain them. Weigh the effect on video and native inventory, pricing, direct and programmatic buying, and the viewer experience.

Qualifications

• 5+ years of product management experience, including complex or platform-scale products
• Experience with brand or upper-funnel measurement, such as brand lift, reach and frequency, incrementality testing, marketing mix modeling, or attention metrics, and the ability to read a lift study and question sample size
• Experience building ad products that combine targeting, measurement, and optimization, and a working understanding of how ML models are trained and evaluated
• Experience with ad products on more than one surface or format, such as video, native, display, or feeds
• A background in digital advertising, media, marketplaces, or data platforms; connected TV or premium video experience preferred
• Familiarity with third-party measurement partners and how agencies evaluate brand campaigns
• A record of shipping products in ambiguous areas and showing the results in numbers