--- title: Control Room: a growth platform for challenger brands · Pavegrowth description: An end-to-end analytics and growth platform built in-house at Soar, my last agency, where I led its build. Forecasts, profit and loss, ad performance and creative insights for 30+ brands, replacing days of spreadsheet work. url: https://pavegrowth.co/work/control-room/ --- [← Work](https://pavegrowth.co/work/) · Control Room ![Control Room by Soar Group](https://pavegrowth.co/_astro/logo.DyELLGVE_Z9ejFn.webp) · Built at Soar · Agency platform # Control Room: a growth platform for challenger brands. An end-to-end analytics and growth platform, built in-house at Soar, my last agency, where I led its build. Forecasts, profit and loss, ad performance and creative insights for every brand the agency manages, all in one place instead of a dozen tabs and spreadsheets. Houston, an AI assistant, is built in. Product Control Room by Soar Used by Soar's team and its brands Services Product lead, SaaS development, AI, Shopify app ![Control Room Mission Control: sales, orders, ad spend, contribution margin and new vs returning customers, with a performance chart](https://pavegrowth.co/_astro/0.DxFnI8RH_Z1gkiG3.webp) Mission Control: the store-wide P&L at a glance · Control Room The numbers ## One platform, a whole agency's brands. 30+ · Brands forecast, tracked and reported in it 100k+ · Ad creatives tracked £50M+ · Yearly ad spend tracked 1 · Unified analytics platform Why we built it ## Days of spreadsheets, replaced by one morning check. Before Control Room, a single brand's forecast took **hours, sometimes days**, of spreadsheet work. Understanding performance meant **jumping between Meta, Google and TikTok**, each claiming its own share of the credit, and creative insights meant exporting from Meta into yet another spreadsheet. Control Room brings all of it into **one in-house tool**: Shopify as the source of truth, every ad platform alongside it, and a locked forecast each brand is paced against every day. The team opens one page in the morning and knows which brands are on track, and where to look if they're not. What I built ## Forecast, pace, diagnose, report. Four connected tools, each answering a question the team used to answer by hand. ### Growth Compass The daily command centre. Is the brand on track for the month, and if not, where should the team look first? * Pacing against the locked monthly forecast * Four pillars: creative, distribution, conversion and offer * Green, amber and red flags on every sub-metric ### Growth Xcelerator 12-month forecasts built from each brand's own history: return curves per platform, a retention model for returning customers, budgets, costs and promo events. Change a budget and the whole forecast recalculates instantly. Lock it, and it becomes the month's target. ### Mission Control and the profit and loss A full profit and loss down to what's left after ad spend and costs, the new vs returning customer split, and a day-by-day breakdown that shows exactly which days over- or under-performed. ### Creative Insights Every Meta creative in one sortable view: spend, return, cost per customer and the signs an ad is tiring, with a preview of each ad and read-only reports to share with clients. No more spreadsheet exports. How it works ## One source of truth, refreshed all day. The details that make the numbers trustworthy enough to run 30+ brands on. 1. ### Ask it in plain English Houston, the assistant inside the platform, lets the team ask about a brand's performance without digging through reports. 2. ### Shopify is the source of truth Revenue, orders and new vs returning customers come from Shopify. Ad platform figures are shown for efficiency, never added on top, so nothing is double counted. 3. ### Near real time New orders reach the dashboard in about five minutes, and refunds are picked up the same way. 4. ### Ad data that settles properly Platforms keep restating attribution for weeks, so the recent window re-syncs several times a day and older data is backfilled nightly. 5. ### Fast by design Pages load instantly, and a new store syncs in seconds. 6. ### Creative fatigue, caught early Ads are flagged when frequency climbs, click-through drops and costs run above the account average. 7. ### Scenario planning Model a drop in Meta efficiency or a Black Friday push before spending a pound, and see the knock-on to revenue and profit. Screens ## Inside Control Room. ![Growth Compass: monthly pacing against forecast with growth pillars and severity badges](https://pavegrowth.co/_astro/promo.QQJqz6b6_H0Frk.webp) Growth Compass ![Forecast outputs: monthly projections of revenue, new and returning customer split, return, cost per customer and profitability](https://pavegrowth.co/_astro/forecast.BxYFGRYf_Z29ULUN.webp) Forecast outputs ![Creative Insights: spend, return, cost per customer and signs of ad fatigue per Meta creative](https://pavegrowth.co/_astro/creative.CU9MJfWU_Z1dzIBk.webp) Creative Insights ![Daily Overview: a day-by-day P&L of revenue, costs and profitability](https://pavegrowth.co/_astro/daily.5UP9hLKJ_C6ABx.webp) Daily Overview About![Josh Pavey](https://pavegrowth.co/_astro/avatar.BbmBhYNK_TT63c.webp) **Josh Pavey** · Founder **Currently** [Get in touch ](#contact) UK time ## Senior strategy. Hands-on delivery. I've spent **7+ years in paid advertising**, agency-side and in-house, most recently as **Head of Paid Search for 3+ years at Soar With Us**, a D2C agency, growing brands to **8+ figures**. I've since started Pavegrowth to continue my love of building and growing brands with that expertise. Alongside the ad accounts I build Shopify themes, iOS apps and software products, including my own. Growth marketing and development under one roof. I utilise AI workstreams to support moving faster & streamlining internal & client workflows to ensure efficiency, whilst the strategy, judgement and accountability are mine. You talk directly to the person doing the work. 7+ · Years in paid ads £10M+ · Ad spend managed 100s · Audits & accounts managed 30-minute intro call ## Let's grow your brand, together. Thirty minutes to get to know your brand, your goals and where the growth is. No pitch deck, just a straight conversation about where we'd take it next. 1. 0–10 · Your brand, goals and growth targets 2. 10–25 · Where I'd look first for growth, and why 3. 25–30 · Fractional, a project, or not a fit [Book an intro call ](https://calendar.app.google/xccypEeR4XJFWLWp6) Email [josh@pavegrowth.co](mailto:josh@pavegrowth.co)