• Own paid social activation quality, performance, and consistency across platforms and buying models • Lead hands-on execution for select high-profile or complex programs to maintain platform credibility • Ensure social activation aligns to approved media plans, communication strategies, and audience frameworks • Serve as the escalation point for complex platform issues, creative performance challenges, and audits • Lead, mentor, and develop Social Managers and Coordinators • Set and reinforce standards for activation, optimization, QA, and governance • Coach managers on strategic judgment, platform fluency, and client communication • Build bench strength and readiness across the Social discipline • Guide adoption of creative testing frameworks, automation, and emerging social formats • Develop POVs on platform evolution, creator ecosystems, social commerce, and signal loss • Partner with enterprise channel leadership to define guardrails and best practices • Drive structured testing and scaling of new features, partners, and platform betas • Participate in senior-level client conversations, QBRs, and complex planning initiatives • Translate social performance, creative insights, and platform innovation into clear recommendations • Partner with Strategy, Analytics, and CX teams to ensure alignment and learning