• Own Upstart’s branded media and sponsorship strategy from annual planning through in-market optimization. • Lead TV and top-of-funnel media buying, including partner selection, negotiation, budgeting, flighting, and performance evaluation. • Develop and manage strategic brand partnerships, sponsorships, and integrations that extend Upstart’s reach and reinforce brand credibility. • Develop and execute branded activations in partnership with digital, creative, and external partners, ensuring alignment with brand and business goals. • Partner closely with Analytics to define measurement frameworks for brand media, including incrementally testing, lift studies, MMM inputs, and attribution approaches. • Collaborate with Creative and Product Marketing to translate brand strategy into effective media executions and partner activations. • Scale significant annual brand media budgets, balancing reach, frequency, and efficiency while adapting to performance signals and market conditions. • Establish best practices for brand media planning, buying, and measurement as Upstart continues to scale upper-funnel investment.