Demand Gen Lead, Universal Ads

Universal Ads, a part of Comcast, enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering performance and unmatched scale.

Job Summary

Universal Ads is building the leading self-serve advertising platform for premium video. Brands of any size can now advertise on TV as simply as they can buy and manage an ad on social, and do so without paying any platform fees. To accelerate this, UA is hiring a Demand Gen Lead to scale our inbound growth engine and own paid acquisition performance across digital channels. This is a nascent but critical lever for the team as we continue to scale, so it is an opportunity to have you fingerprints on a high-impact area of the business. Foundational work is in place - initial testing, dashboards, messaging refinement, and defined ICPs. You will inherit a starting playbook and take it to the next level. As day-to-day lead on Growth, reporting directly into the Head of Growth, GTM Systems and BizOps, you would oversee paid demand strategy and performance outcomes with the expectation to own daily decision-making. You will work with the work with internal creative and Product teams - but you are accountable for channel execution and results.

Job Description

Responsible for identifying and strategizing plans to achieve long-term Growth goals and objectives of the organization. Develops financial and operational objectives for Growth and ensures plans are aligned with business objectives. Contributes to functional Growth strategy development. Has a greater degree of impact on business results. 

Core Responsibilities

What You’ll Own 

1. Scale the Paid Demand Engine 

• Audit and refine existing channel strategy 

• Establish testing cadence and performance roadmap 

• Allocate and optimize budget across channels 

• Professionalize and scale what’s already working 

• Interpret business analysis and effectively communicate results to senior management. 

Budgets start controlled given this is a newer function and scale based on performance. 

2. Hands-on Channel Management 

Personally manage and optimize: 

• Paid Search (Google) 

• Paid Social (Meta, LinkedIn, TikTok) 

• Reddit 

• YouTube 

• CTV platforms (including UA inventory) 

• SEO 

May introduce new channels where ROI supports it. 

3. AI-Driven Iteration & Messaging 

Own performance messaging and copy. Expected to: 

• Use LLMs and AI tools (e.g., Claude, Cowork, growth plugins) to accelerate testing 

• Design lightweight automations to reduce manual work 

• Build repeatable workflows that increase testing velocity 

• Partner with GTM Systems Lead on higher-leverage automations, where necessary 

You don’t need to know all the latest AI tools, but you should be comfortable enough with a few core ones to implement them as a productivity multiplier rather than a side experiment. 

4. Revenue-Aligned Optimization 

Within an established lead scoring framework, optimize for: 

• Qualified MQLs, account sign-ups, and converted spenders 

• Higher-value (based on spend and retention metrics) spenders 

• ROAS, CPA, CAC, and other key performance metrics 

Will have the ability to impact what metrics to optimize against, but ultimately this role is measured on commercial outcomes.

What We’re Looking For 

• Experience scaling self-serve or PLG inbound 

• Strong fluency across paid search, paid social, and digital video 

• Familiarity with CTV ecosystems 

• Proven track record improving performance metrics (e.g., ROAS, CAC) 

• Comfort owning strategy and execution autonomously 

• AI-fluent and automation-oriented 

• Builder mindset - you prefer to come up with a creative solve rather than wait for reinforcements 

You should be equally comfortable both launching campaigns yourself and explaining strategic direction / performance tradeoffs to leaders 

Employees at all levels are expected to:

• Understand our Operating Principles; make them the guidelines for how you do your job.
• Own the customer experience - think and act in ways that put our customers first, give them seamless digital options at every touchpoint, and make them promoters of our products and services.
• Know your stuff - be enthusiastic learners, users and advocates of our game-changing technology, products and services, especially our digital tools and experiences.
• Win as a team - make big things happen by working together and being open to new ideas.
• Be an active part of the Net Promoter System - a way of working that brings more employee and customer feedback into the company - by joining huddles, making call backs and helping us elevate opportunities to do better for our customers.
• Drive results and growth.
• Support a culture of inclusion in how you work and lead.
• Do what's right for each other, our customers, investors and our communities.

Disclaimer:

• This information has been designed to indicate the general nature and level of work performed by employees in this role. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications.

Comcast is an equal opportunity workplace. We will consider all qualified applicants for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, veteran status, genetic information, or any other basis protected by applicable law.

Skills:

Marketing; Advertising; Business Results

Salary:

Primary Location Pay Range: $161,972.61 - $242,958.91

Comcast intends to offer the selected candidate base pay within this range, dependent on job-related, non-discriminatory factors such as experience. The application window is 30 days from the date job is posted, unless the number of applicants requires it to close sooner or later.

Base pay is one part of the Total Rewards that Comcast provides to compensate and recognize employees for their work. Most sales positions are eligible for a Commission under the terms of an applicable plan, while most non-sales positions are eligible for a Bonus. Additionally, Comcast provides best-in-class Benefits to eligible employees. We believe that benefits should connect you to the support you need when it matters most, and should help you care for those who matter most. That’s why we provide an array of options, expert guidance and always-on tools, that are personalized to meet the needs of your reality - to help support you physically, financially and emotionally through the big milestones and in your everyday life. Please visit the compensation and benefits summary on our careers site for more details.

Education

Bachelor's Degree

While possessing the stated degree is preferred, Comcast also may consider applicants who hold some combination of coursework and experience, or who have extensive related professional experience.

Relevant Work Experience

7-10 Years