At Pacsun, Candace leads paid social strategy as a Senior Digital Marketing Manager, where she owns full funnel acquisition across Meta, TikTok, Snapchat, and Pinterest. She was responsible for scaling TikTok Shop as a core revenue channel, where she built a performance creative testing network, partnered with content creators, and hand selected high performing affiliate videos from TikTok Shop’s Open Plan network to drive conversion focused UGC at scale.

In parallel, Candace served as one of TikTok’s paid brand partners, helping shape the development of both their GMV Max product for TikTok Shop and their Smart+ ad product for core TikTok paid ads driving to PacSun’s website. She remains one of the few whitelisted brands with continued access to legacy Shop Ads products during GMV Max’s refinement phase.

Through a data driven creative strategy and close collaboration with TikTok’s product and partnerships teams, Candace scaled TikTok Shop Ads by +746% in spend and +859% in GMV, with TikTok Shop driving 70% of total campaign revenue in 2025.

Candace led paid social strategy during the peak holiday season, owning performance across Meta and TikTok during Black Friday and Cyber Monday for a high volume ecommerce business. She was responsible for developing the performance creative strategy, prioritizing high intent messaging, restructuring budgets across platforms, and continuously refreshing creative to manage fatigue in highly competitive auction environments.

By aligning creative testing with funnel stage and real time performance insights, and partnering closely with internal creative and merchandising teams, Candace delivered +90% year over year revenue growth on Black Friday and +85% year over year on Cyber Monday, significantly outperforming prior holiday benchmarks.

At Savage X Fenty, part of TechStyle Fashion Group, Candace managed paid social investment and acquisition strategy for a high growth global DTC brand. She was responsible for reallocating budgets across platforms, introducing performance creative frameworks, and improving attribution and optimization processes to support profitable growth.

Through a strategic media planning and creative led approach, and close partnership with executive leadership, Candace increased paid social investment year over year across key channels including TikTok (+52%), Meta (+102%), and X (+159%), contributing to a 69% increase in gross margin while scaling customer acquisition.