About the role
<h2><strong>The Role</strong></h2> <p>Meta is our core social channel, but the next leg of growth depends on what's around it. The 2026 ambition is clear: scale TikTok into our #2 social channel on incrementality-steered investment, and prove (or kill) Pinterest, Snap, and other emerging platforms on the same evidence bar.</p> <p>This role owns that diversification agenda end-to-end. You're the in-house expert on TikTok — its algorithm, Spark Ads, TikTok Creative Exchange, and the 2–3 day creative fatigue window that punishes slow teams. You also drive structured pilots on Pinterest and Snap: technical setup, account architecture, creative strategy tailored to each platform, and the incrementality tests that decide whether we scale or shut down. You don't run media for these channels in BAU mode — you build the playbook, prove the channel works, then hand a mature operation over to the broader team.</p> <h2><strong>What you'll own</strong></h2> <ul> <li><strong>TikTok scale-up.</strong> Set TikTok as a native-first growth engine. Own account architecture, bidding, audience strategy, and the creative cadence the platform demands. Partner with TikTok directly — joint steering committee, beta access, TTCX program, Managed Services — to unlock funding and capability gaps.</li> <li><strong>TikTok creative strategy.</strong> The single biggest lever on TikTok is platform-native creative. Define the briefing approach with the Creative Strategist and Influencer team, scale Spark Ads and creator partnerships, and build the iteration cadence the 2–3 day fatigue window requires. Push the team away from "repurposed Reels" toward TikTok-first concepts.</li> <li><strong>Pinterest and Snap pilots.</strong> Run structured launch playbooks for each: signal infrastructure (CAPI, pixel, EMQ), account setup, creative strategy fit-for-platform, market selection, and a clean incrementality test (CLS or geo) before we commit a real budget. Same rigor for Reddit if/when it earns its slot.</li> <li><strong>Incrementality and effectiveness.</strong> Design and run the conversion lift / geo experiments that determine which channels stay, scale, or sunset. Calibrate MMM with each result.</li> <li><strong>Channel-by-channel measurement.</strong> Own the data foundation across emerging channels — overlap analysis with Meta, audience cannibalization, true incremental CAC. Build the case (or the kill memo) with evidence, not platform-reported numbers.</li> <li><strong>Future-channel scouting.</strong> Stay ahead on what's next — Reddit, ChatGPT/Copilot Ads, retail media, emerging short-video platforms. Maintain a prioritized backlog and a clear bar for what earns a pilot slot.</li> <li><strong>Handover and scaling.<