Provide interim paid social leadership and advisory support for brands and agencies during periods of transition or growth. Conduct audits, performance reviews, and operating assessments, delivering actionable optimization and scaling recommendations. Support AI adoption and platform best practices through ongoing training and advanced certification.

Recruited to stabilize and scale paid social operations during platform change, regulatory complexity, and organizational transition. Owned paid social strategy and execution across Meta, TikTok, Snapchat, and Pinterest within the Paid Social COE, ensuring scalable, compliant delivery. Built and implemented a Paid Social operating model and playbook, standardizing onboarding and workflows to reduce ramp time. Led platform governance and innovation, advising senior stakeholders on AI adoption, Meta platform changes, and evolving best practices. Aligned paid social strategy to enterprise KPIs, translating business priorities into actionable media plans and executive-ready insights. Integrated paid, organic, and cross-channel teams to ensure coordinated go-to-market execution.

Core leader within Publicis’ Paid Social Center of Excellence, building and scaling enterprise paid social operations across agency teams and clients. Owned paid social strategy, operations, and delivery across an $80M+ annual media portfolio spanning CPG, financial services, and travel brands. Built and led a 20+ person paid social team, overseeing hiring, resourcing, performance management, and capability development to support scalable growth. Standardized workflows, staffing models, and scopes of work to improve delivery consistency, margin control, and cross-team collaboration. Integrated paid social with e-commerce, influencer, and creator programs, strengthening full-funnel performance across clients. Led client transformation and escalation efforts, improving agency review scores (2.9 → 4.0), increasing client satisfaction (81% → 91%), and supporting new business growth.

Directed paid social strategy across Meta, LinkedIn, Snapchat, and TikTok for telecom and healthcare clients. Oversaw full campaign lifecycle: research, planning, creative briefing, execution, and optimization. Streamlined workflows and improved team efficiency by implementing automation tools, reducing manual tasks. Built and mentored a small paid social team, improving workflow efficiency and knowledge sharing.

Planned and executed paid social campaigns for Discover Financial Services across Meta, Twitter, Reddit, Snapchat, and TikTok. Led multicultural and regulatory-compliant campaigns, including FDA anti-vaping efforts targeting Gen Z. Partnered with client teams to streamline approvals and reporting, ensuring compliance with financial services and FDA regulations.

Directed digital strategy across paid social, display, and programmatic for 10+ regional and national clients, managing $15M+ in annual budgets. Oversaw end-to-end campaign management including planning, copywriting, ad buying, and optimization. Launched and scaled programmatic buying in The Trade Desk, achieving a 20% cost efficiency gain. Delivered integrated campaigns that increased online bookings for Hard Rock Hotel & Casino by double digits and drove record visitation for Killington Resort. Managed a cross-functional team of buyers, planners, and analysts while serving as primary client contact. Created standardized reporting dashboards that reduced client reporting time by 40%.