Played the lead role in developing TikTok into a key revenue generator for this 9-figure direct-to-consumer e-commerce and retail division of Mars, Inc. Launched the channel and shepherded production of around 400 pieces of organic content, influencer and creator collabs, paid social / ads and community management. Dozens of viral moments. Honed an expertise in creating effective, efficient direct response ads. Conversions, CPA, Engagement rate regularly exceeded targets.