• Define and lead the creative strategy for social media in alignment with Paula’s Choice brand vision and business objectives. • Establish a distinctive, recognizable social aesthetic and voice that builds trust, desire, and cultural relevance. • Ensure all social content is on-brand, high-quality, and designed to drive both engagement and long-term brand equity. • Develop and execute innovative social campaigns that support product launches, brand moments, and key cultural opportunities. • Translate complex skincare science into compelling, accessible, social-first storytelling. • Identify and capitalize on emerging platforms, formats, and creator behaviors to keep the brand ahead of the curve. • Partner with analytics and performance teams to define success metrics for social, balancing reach, engagement, and impact. • Use data and insights to optimize creative direction, content mix, and platform strategy over time. • Lead, mentor, and inspire a team of social creatives and strategists, fostering high standards and strong creative culture. • Work cross-functionally with brand marketing, product marketing, PR, retail, and e-commerce to ensure social is integrated into broader campaigns. • Oversee the social creative budget and ensure resources are allocated effectively to deliver impact.