• Develop and own the marketing strategy for Global YO and YO Mobile (US and Mexico), aligned to company revenue and growth objectives. • Lead performance marketing across paid channels (Google, Meta, TikTok) with a focus on ROI and efficient customer acquisition. • Define and own the lifecycle marketing and customer communications strategy, building toward consistent engagement that drives retention and revenue. • Drive omnichannel marketing execution, including digital campaigns and offline activations where appropriate (particularly in the US and Mexico markets). • Use data to inform every decision—rigorously analyze campaign performance, conversion funnels, and customer behavior to optimize spend and strategy. • Manage the selection, onboarding, and ongoing performance of external marketing and creative agencies. • Evaluate whether to bring Global YO's marketing fully in-house, maintain an agency model, or pursue a hybrid approach—and execute on that decision. • Hold agencies accountable to clear KPIs, budgets, and timelines. • Build the internal marketing team from the ground up, hiring for roles including (but not limited to) copywriting, lifecycle marketing, performance marketing, and creative. • Foster a high-performance, data-driven culture within the marketing organization. • Manage and mentor direct reports, providing clear goals and regular feedback. • Collaborate closely on marketing technology, Braze strategy, growth initiatives, and product-marketing alignment. • Coordinate on product launches, feature marketing, and user experience improvements that impact acquisition and retention. • Develop and manage the marketing budget, ensuring spend is accountable and tied to measurable outcomes.