• Architect and scale the paid acquisition creative engine for Reading.com’s growth • Identify what makes a parent stop scrolling, click, and convert • Build systems that turn insights into consistent creative wins • Own the full performance creative lifecycle—from insights to results analysis • Improve creative hit rate and build a testing engine for learning • Define creative exploration, iteration, retirement with Growth partners • Set creative priorities ensuring focus on highest-impact angles • Provide specific, data-informed, and detail-oriented feedback • Analyze Meta and TikTok performance data for patterns and fatigue • Craft hook iterations and directing UGC creators • Develop differentiated strategies across parent motivations • Design testing roadmaps, automations, asset tracking, and feedback loops • Raise the bar by challenging team and partner agencies