Own cross-functional paid media in a highly regulated health care space, aligning brand and performance while modernizing with AI and a unified Oscar-Lucie strategy.

• Establish the Foundation & the Innovation Lab
• Codify a "Gold Standard" operating model for media that stabilizes current performance and provides a clear baseline.
• Design a structured test-and-learn roadmap to explore new channels, creative formats, and beta opportunities, ensuring we aren't just maintaining, but evolving.
• Incorporate AI-driven tools and workflows to accelerate media planning, creative iteration, and predictive modeling, keeping Oscar at the forefront of marketing technology
• Bring Order to a Fragmented Media Ecosystem
• Establish a single, cohesive media strategy across Oscar and Lucie, unifying efforts split across teams and agencies.
• Define clear audience segmentation and channel roles to avoid duplication and internal competition.
• Create a framework for when and how we show up differently for brokers, members, and prospective customers.
• Operate at the Intersection of Brand, Growth, and Distribution
• Build media plans that reflect the realities of health insurance decision-making cycles (seasonality, OEP, broker influence, life events).