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 snd community management. Dozens of viral moments. Honed an expertise in creating effective, efficient direct response ads. Conversions, CPA, Engagement rate regularly exceeded targets.