• Own studio-level demand generation across paid media — accountable for CAC, lead volume, and funnel performance by market. • Allocate budgets; test creative and offers to continuously optimize performance. • Manage and hold agency partners accountable for pacing, performance, and optimization quality. • Make scale, throttle, and budget reallocation decisions based on performance signals. • Differentiate strategy and spend by market tier, lifecycle stage, and performance signals. • Own end-to-end funnel performance from lead to membership, improving conversion through landing page optimization, lifecycle marketing, and speed-to-lead execution. • Identify friction points, partnering cross-functionally to improve attribution, lead quality, and overall conversion efficiency. • Own performance reporting and attribution accuracy — surfacing insights early, translating data into action, and maintaining zero blind spots in performance visibility. • Lead demand strategy and execution for new studio openings, including pre-sale modeling, pacing, and performance tracking. • Partner with Leadership to deploy and refine launch playbooks based on market readiness and sales velocity.