Own paid social growth for a D2C subscription brand, balancing Meta/TikTok mastery with emerging channels, rigorous incrementality testing, and cross-functional creative partnerships.

• Manage day-to-day execution of all paid social channels with primary focus on Meta and TikTok, plus Pinterest, YouTube, and other emerging platforms—including campaign setup, optimization, budgeting, and performance analysis
• Scale programs efficiently by understanding and leveraging the nuanced platform strategies required for each channel's unique algorithm, audience behavior, and creative formats
• Operate with a bias for action, moving quickly to test, learn, and iterate while balancing precision with momentum to drive step-change improvements
• Drive high creative diversity through disciplined creative testing frameworks, partnering closely with Creative on briefs, iteration, rapid production cycles, and performance feedback
• Implement broad targeting strategies that leverage platform algorithms effectively while maintaining testing discipline to identify incremental audiences
• Ensure clean data and technical accuracy across tracking, event mapping, UTMs, conversion APIs, pixel implementation, and platform integrations to support reliable measurement and optimization
• Take full ownership of identifying, launching, and evaluating new channel opportunities with proactive problem-solving and structured execution
• Develop disciplined pilot plans with clear success metrics, measuring incremental impact through incrementality testing and advising on scale decisions
• Stay ahead of platform changes, emerging channels (Threads, Reddit, Snapchat, etc.), and industry trends to identify growth opportunities before competitors
• Build business cases for new channel investment based on addressable audience, competitive saturation, creative requirements, and incremental efficiency potential