You use AI tools (ChatGPT, Claude, platform AI features like Advantage+) not just to write copy faster but to rethink how you work: generating and stress-testing creative hypotheses, building performance analysis frameworks, identifying audience patterns, and keeping pace with a channel that's changing faster than any manual workflow can handle. Paid social strategy and execution: Full-stack ownership of acquisition campaigns for both homeowners and service providers across Meta, TikTok, and YouTube, including structure, creative direction, audience strategy, bidding, and budget allocation.