• Drive paid growth investment strategy & annual planning, owning and managing the paid investment strategy against CAC, bookings, and visit volume goals. • Build rigorous weekly and monthly forecasts and pacing models, developing bottom-up acquisition models in partnership with Business Ops & Finance. • Translate annual growth targets into a forward-looking acquisition roadmap, modeling investment needs, channel expansion, and expected efficiency curves over the next 12–18 months. • Evaluate marginal efficiency and incremental return across the portfolio, allocating a dedicated portion of budget toward structured experimentation and high-impact growth initiatives. • Proactively present clear investment recommendations with explicit assumptions, tradeoffs, and risk mitigation plans. • Oversee and integrate the full paid portfolio (digital + offline), ensuring a unified investment strategy across in-house digital channels and agency-supported offline channels. • Identify, size, and advocate for new acquisition opportunities across new channels and emerging platform surfaces. • Design and operationalize structured testing roadmaps across ads, landing pages, audiences, and creator-driven content. • Elevate measurement & decision-making, synthesizing insights across attribution, incrementality testing, media mix modeling, and platform-level data to inform portfolio investment decisions. • Develop and scale the paid growth team, leading, growing, and developing a high-performing paid team.