Hands-on command of a consumer application or loyalty platform as an owner — membership growth, CRM, lifecycle campaigns, points economics — not as a stakeholder of someone else's product.
Genuine platform fluency across Instagram, TikTok, Facebook, Threads and Xiaohongshu, with a view on what each is actually good for.
Experience building or professionalising KOL and agency management, including the governance and paper trail behind it.
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