Social media marketer and strategistOpen to roles in Los Angeles, San Diego or New York, in person or remote

Nicole Glassman

Nicole Glassman

I plan, buy and measure paid social for national brands. I also built Buildcheck, an AI-assisted QA tool a media team ran on live batches before they spent.

$20M+
annual plan, six channels, two countries
15%
of the U.S. population reached by one campaign
72% lower
cost per interaction, creator vs brand creative
20 min
what a four-day, four-person QA became
Read the point of view Try the Buildcheck demo

Work

A point of view and a working demo.

Point of view5-minute read

What I'd change about most brands' social

Six changes I'd test first for a brand, each with a campaign result behind it.

  1. 1Let the test decide who makes the creative
  2. 2Buy intent before interests
  3. 3Give every dollar a job
  4. 4Measure lift, not likes
  5. 5Put AI in the workflow first
  6. 6Run organic and paid as one system
Read the point of view
Interactive demoMeta and TikTok

Buildcheck

Every ad checked against the plan, with evidence, before it spends.

A planning workbook plus an AI QA engine. A media team ran it on live Meta batches. It turned a four-day, four-person review of 2,000 ads into a 20-minute run. The demo runs on synthetic data.

fieldcampaign_budget_type planLifetime exportDaily resultFAILWrong budget: a $180,000 lifetime budget set as daily
Open the demo

Three campaigns

Clients aren't named; every number comes from campaigns I planned and ran.

Budget sizes I've managed

  • Annual plans of $20M+ across six channels
  • Single-platform buys of $1M+
  • Creative tests of $500K+ per cell
MetaMatched-spend creative test

Let the test decide who makes the creative

Creator or brand creative is usually decided by belief. I ran the head-to-head instead: two equal-spend, three-day reach-and-frequency flights in the same month, with identical targeting and placements. Only the creative changed.

72% lowercost per interaction, creator vs brand creative

+70%
3-second view rate
+77%
link click-through rate
50M+
people reached by one flight in three days, at a $6.07 CPM
TikTokPremium placements, year over year

Give every dollar a job

I ran $1M+ across TikTok TopView, TopFeed and Pulse and graded each placement on the job it was bought for: Pulse on attention, TopView on clicks. Against the prior year's buys, both did their jobs better.

11.5%six-second view rate on Pulse, up from 4.2% the year before

65% lower
cost per six-second view on Pulse, year over year
3.24%
CTR on TopView, up from 2.91%: 1.57M destination clicks at $0.38 CPC
TikTokTune-in measurement

Measure lift, not likes

This tune-in campaign on TikTok was judged on whether people tuned in, measured against a control group. It reached 15% of the U.S. population, and people who saw it tuned in at more than twice the rate of those who didn't.

+115%tune-in lift

15%
of the U.S. population reached
+444%
minutes watched vs control

About

Four years at two agencies, promoted three times in three years.

The work ran from matched-spend creative tests and brand lift studies to premium TikTok placements and a Pinterest launch.

I started in organic social in 2019. What I want next is a seat on a brand or startup team, where organic and paid sit together, the comments feed the brief, and one calendar holds both.

Experience

  • VaynerMedia, Los Angeles
    Media ManagerDecember 2025 to present

    Managed a team of eight and a $20M+ annual plan across six channels in the U.S. and Canada. Built Buildcheck.

  • KINESSO (formerly Mediahub Worldwide), Los Angeles
    Manager, Paid SocialOctober 2025 to November 2025
    Senior Strategist, Paid SocialSeptember 2024 to September 2025
    Strategist, Paid SocialSeptember 2023 to August 2024

    Led paid social strategy and a team of six for entertainment series launches, as primary client contact from RFP to readout.

  • Mediahub Worldwide, New York
    Assistant Strategist, Paid SocialAugust 2022 to September 2023

    Pacing, optimization and pre-launch creative checks across Meta, TikTok, Reddit and X.

  • Organic social, 2019 to 2022
    Social Media Strategist and Marketing Intern, NEXTonSCENE Media2021
    Social Media Coordinator, Nobelle2021
    Social Media Strategy Intern, Heiress Beverly Hills2019 to 2020
    Marketing and Communications Intern, Beach Juice Rosé2019
    Social Media Director, Advertising Club, UW–Madison2019 to 2022
    Editor-in-Chief, The Fit Magazine, UW–Madison2020 to 2022

    Content calendars, graphics, blogs and weekly reporting. At NEXTonSCENE, the calendar and graphics lifted Instagram engagement per post 218%.

  • University of Wisconsin–Madison
    B.A., Journalism and Mass CommunicationMay 2022

    Double major in Strategic Communication and Reporting; minor in Digital Studies. Honors Program.