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 comfortab