Roku Senior Product Manager at Roku responsible for brand outcomes in video and native advertising. Own products that optimize brand campaign delivery and measurement.
Responsibilities
Brand campaigns are bought on reach and judged after they end. We want them to work harder. The measurement is already in place, with viewer polls and standing holdouts. The tools that act on it are yours to build: an ad system that optimizes toward awareness, recall and lift while a campaign runs, proves the result with holdouts, and lets advertisers check the proof with their own tools.
The goal is a brand campaign on Roku that works harder than it does anywhere else, and can show it.
For California Only - The estimated annual base salary for this position is between $167,300 - $307,600. Compensation packages are based on factors unique to each candidate, including but not limited to skill set, certifications, and specific geographical location. This role is eligible for health insurance, equity awards, life insurance, disability benefits, parental leave, wellness benefits, and paid time off.
Problems you'll work on
We think brand advertising is the least optimized part of the ad stack, which is the opportunity. These are the problems we want you to take on.
A brand campaign should know whether it is working before it ends. Most are planned on reach, paced evenly and judged weeks later by a survey or a marketing mix model, when nothing can be changed. Your job is to turn our polls and holdouts into signals delivery can use mid-flight: which households, which creative, which slot in the pod, and when to stop buying more of the same. When the advertiser's own panel or marketing mix model disagrees with our read, you find out why.
Many brand impressions go to people who do not care, and we can tell. We ask viewers whether the ad they just saw was relevant to them. Answers swing widely between campaigns from the same brand and by where the ad sits in the pod, and much of the variation comes from the viewer, not the ad. What should the system do about it: suppress, reprice, rotate? Every suppressed impression is supply we do not sell, so you have to price what an irrelevant impression costs.
Brand lift labels are scarce and expensive. Polls reach a small share of viewers, and every holdout household is a household the campaign does not reach. How small can a holdout be and still give a usable read? Can native engagement, which is dense and fast, give an earlier read on lift to train on? We think it might. You design the test that proves it or kills it.
Creative is the biggest lever and brand campaigns barely use it. Creative, offer and targeting move together inside a campaign, so the data cannot say which one worked. Run two creatives against each other inside the buy, measure which is more relevant, and ship the winner while the campaign is live. Then ask whether what a household watches predicts which creative will land with it.
Reach is a count of people. Advertisers want people who changed their minds. Counting a household once across in-stream video, native and screens beyond Roku, with consent, is hard. Optimizing and pricing on cost per incremental reach and lift per dollar is harder, and it is a product we get to define.
The line between brand and performance is a measurement habit. Advertisers split budgets because their measurement splits. One campaign can build awareness and also cause the sign-up. If a brand buy can show both on the same holdout, should the budget move toward whatever the proof favors? You decide where brand ends and performance begins, with the performance video product team.
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.
