We need someone to own it. All of it. YouTube in-feed, in-stream, CTV, audio, Gmail, and whatever comes next. You'll lead a small team, shape the measurement strategy, unlock new inventory, and scale this into one of Shopify's largest growth engines.

This is a builder role. We're actively evolving how we measure, expanding into new inventory, building AI-powered campaign automation, and testing creative strategies that don't exist in anyone's playbook yet. You'll have real ownership, meaningful budget, and the latitude to make this channel yours.

The ideal candidate is an assertive YouTube/Google Ads expert and a creative problem solver with a strong mathematical skillset. You'll work closely with data science, martech, data engineering, and CRO, this isn't a silo, it's the center of gravity.

Why This Role

Most companies treat YouTube as a brand and awareness channel. Shopify doesn't. We hold YouTube to performance marketing standards — direct ROI accountability, incrementality testing, and rigorous measurement — and that puts us years ahead of the industry. We're uncovering product gaps and pushing the boundaries of what YouTube can deliver as a growth channel before most advertisers even start trying.

That means the problems are harder, but the work is more interesting. You'll be shaping how performance marketing on YouTube actually works — not just running campaigns, but solving measurement challenges that Google itself hasn't fully solved yet.

Key Responsibilities

Measurement & Analytics

Own the measurement framework for Demand Gen — incrementality testing, geo-lift studies, attribution modeling, and cross-device / cross-platform signal resolution
Identify and close measurement gaps, particularly around CTV, iOS privacy constraints, and emerging inventory types
Build and maintain measurement confidence with Data Science and executive stakeholders — translate complex analytical findings into clear business narratives

Channel Strategy & Growth

Lead Shopify's Demand Gen acquisition program end-to-end: YouTube in-stream, in-feed, CTV, Audio, Gmail and more.
Develop and execute strategies to scale investment efficiently while maintaining efficiency targets.
Prioritize and test new inventory sources to drive net new growth for the channel.
Design high-velocity testing roadmaps across creative, audiences, bidding strategies, and landing pages

Creative & Execution

Partner with Creative Strategy to produce durable learnings around video source, length, fatigue, and content themes.
Optimize creative performance across distinct inventory types and audiences — what works on in-stream doesn't necessarily work on CTV or Gmail

Team & Stakeholder Leadership

Manage and develop a team of 2–3 marketers, with scope to grow as the channel scales
Communicate program performance, financial health, and strategic direction to senior leadership.
Partner with Google's platform team to stay ahead of product changes, betas, and measurement evolutions

What We're Looking For - Must-Haves

Channel Management:

Proven track record managing large-budget digital acquisition campaigns to direct-response performance targets.
Experience working in the Google advertising ecosystem (Search, Display, YouTube, or Demand Gen campaigns).
Comfort with ambiguity and a track record of building or rebuilding programs, not just optimizing established ones.

Data Skillset:

Strong analytical mind with deep experience in performance marketing measurement — incrementality, lift studies, attribution, and ROI modeling.
Basic understanding of statistics and experimental design concepts including statistical significance, standard deviations, power analysis, and sampling bias.
Demonstrated ability to translate large data sets into actionable insights & creative solutions to complex analytical problems.

Team Management:

Strong executive communication skills — can present measurement findings and channel strategy to senior leadership with clarity and confidence
Experience leading or managing a team.

About Shopify

Opportunity is not evenly distributed. Shopify puts independence within reach for anyone with a dream to start a business. We propel entrepreneurs and enterprises to scale the heights of their potential. Since 2006, we’ve grown to over 8,300 employees and generated over $1 trillion in sales for millions of merchants in 175 countries.

This is life-defining work that directly impacts people’s lives as much as it transforms your own. This is putting the power of the few in the hands of the many, is a future with more voices rather than fewer, and is creating more choices instead of an elite option.

About You

Moving at our pace brings a lot of change, complexity, and ambiguity—and a little bit of chaos. Shopifolk thrive on that and are comfortable being uncomfortable. That means Shopify is not the right place for everyone.

Before you apply, consider if you can:

Care deeply about what you do and about making commerce better for everyone
Excel by seeking professional and personal hypergrowth
Keep up with an unrelenting pace (the week, not the quarter)
Be resilient and resourceful in face of ambiguity and thrive on (rather than endure) change
Bring critical thought and opinion
Put AI agents and tools to work on the tasks they're built for, and focus on the work only humans can do
Embrace differences and disagreement to get shit done and move forward
Work digital-first for your daily work

We may use AI-enabled tools to screen, select, and assess applications. All AI outputs are reviewed and validated by our recruitment team.