I delivered 13 reports every month: an individual report for each property, sent to its General Manager and Sales Director and to the executive committee, plus a consolidated portfolio summary for the executive committee and ownership.

Each report tied spend to revenue by channel across Google, Meta, OTA placements, Koddi Meta Search, and Expedia TravelAds, tracked blended ROAS and cost per acquisition, and flagged month over month and year over year movement. The goal was to let the committee make budget calls in a single read, without anyone digging through five platform dashboards to reconcile the numbers themselves.

That reporting is also what drove the reallocation decisions behind the portfolio's paid media results, since it made underperforming channels and properties visible early enough to shift budget.