• Own the Growth Measurement Foundation • Ensure tracking and attribution integrity across ad platforms, GA4, server-side events, and ecommerce systems. • Implement monitoring and alerting to proactively catch data breaks, attribution shifts, and pipeline failures. • Establish clear UTM governance and campaign standards to maintain clean, scalable reporting. • Partner with platform owners and Engineering to continuously improve data quality and reduce blind spots. • Lead MMM, Incrementality, and Budget Decisioning • Define and own the roadmap for MMM, MTA, and incrementality testing. • Establish testing standards, learning agendas, and clear decision rules for budget allocation. • Translate model outputs into actionable recommendations on where to invest, reduce spend, or test new opportunities. • Build organizational trust in causal measurement so decisions are not driven solely by platform-reported metrics. • Build a Centralized Source of Truth • Stand up and evolve a unified data foundation across acquisition, ecommerce, retention, and finance inputs. • Standardize metric definitions and ensure teams operate from one trusted set of numbers. • Partner with Finance to align on revenue, discounts, refunds, COGS, and contribution margin calculations. • Document data ownership and governance to improve reliability and speed of decision-making. • Deliver Full Funnel Visibility • Create end-to-end visibility from first touch through repeat purchase. • Connect channel, audience, creative, and offer performance to downstream outcomes such as refunds, retention, and contribution margin. • Identify bottlenecks and quantify the highest leverage growth opportunities across the funnel. • Provide forecasting inputs that support budget planning and scenario modeling. • Build Insight Loops That Drive Action • Develop automated daily and weekly reporting that supports the growth operating rhythm. • Deliver dashboards and alerts that flag pacing risks, efficiency shifts, and emerging opportunities. • Provide recurring performance narratives explaining what changed, why it changed, and what to do next. • Ensure insights convert into concrete actions, test plans, creative briefs, and accountable follow-ups.