• Develop full-funnel paid social strategies that support brand, traffic and revenue goals • Oversee the planning, activation and scaling of campaigns across Meta, TikTok and emerging platforms • Direct advanced audience frameworks — segmentation, prospecting, LALs, 1P activation and commerce integrations • Actively shape social-first creative strategy alongside creative teams • Define success frameworks tied to business outcomes — not just platform metrics • Serve as the paid social strategic lead in client conversations • Stay ahead of platform changes, beta opportunities and emerging commerce capabilities.