UK

United Kingdom · PR and communications · Senior (5-8 years)

Senior Social Media Specialist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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Free to start: a plan built for this role, and a Future Fluency module to try first. No card.

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Where should we send it?

One email: what AI is changing in this job, the new skills it asks for, where it leads, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandSenior (5-8 years)
  • Direct reportsNo direct reports
  • Reports toManager, Social Media & Communications
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Senior Social Media Executive · Campaign Lead, Social · Digital Communications Lead (Social)

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 4 of 10 standards
OCNLR Level 4 Award in Social Media Marketing OCN London · Level 4 · covers 3 of 10 standards
ProQual Level 3 Diploma in Social Media Marketing ProQual Awarding Body · Level 3 · covers 2 of 10 standards
OCNLR Level 4 Award in Content Marketing OCN London · Level 4 · covers 1 of 10 standards
Gateway Qualifications Level 2 Award in Digital Marketing Gateway Qualifications Limited · Level 2 · covers 4 of 10 standards
Gateway Qualifications Level 2 Diploma in Vocational Studies Gateway Qualifications Limited · Level 2 · covers 4 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Social Media Marketing OCNLR Level 4 Diploma in Digital Marketing
Content Marketing OCNLR Level 4 Award in Content Marketing
Digital Marketing Gateway Qualifications Level 2 Award in Digital Marketing
Digital Marketing for the Digital and Creative Industries Gateway Qualifications Level 2 Diploma in Vocational Studies

The future skills this job leans on

AI Fluency working with AI as a thinking partner
AI Governance Fluency using AI responsibly
Frontier Fluency the next wave, beyond mainstream AI
Start my Senior Social Media Specialist plan, free
Your Plan Illustration

Built for Senior Social Media Specialist

4 units that map to this job, from the qualifications that cover it.

  1. Social Media Marketing OCN London · covers 4 of 10 standards Level 4
  2. Content Marketing OCN London · covers 1 of 10 standards Level 4
  3. Digital Marketing Gateway Qualifications Limited · covers 4 of 10 standards Level 2
  4. Digital Marketing for the Digital and Creative Industries Gateway Qualifications Limited · covers 4 of 10 standards Level 2
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Senior Social Media Specialist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Advanced AI-Powered Content Generation & Optimisation
  • Web3 & Decentralised Social Platforms Understanding
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Senior Social Media Specialist plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

Start my Senior Social Media Specialist plan, free Ready to pay? Subscribe for £70 a month

3What this role really is

A senior social media specialist plans campaigns from concept to results. This role covers strategy, message and audience, working with a small team and guiding newer members through the harder problems.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Sprout Social / Khoros (or similar SMM suite) Expert

Building complex publishing workflows, creating custom analytics dashboards to track campaign performance, configuring advanced listening rules and alerts for brand mentions, and managing team task assignments.

Brandwatch / Talkwalker (or similar Social Listening platform) Expert

Writing intricate boolean queries to isolate specific conversations, identifying emerging trends, conducting deep sentiment analysis, and presenting crisis-level insights to the PR team.

Canva Expert

Creating new brand-compliant templates for campaigns, developing visual concepts, and occasionally training junior staff on quick graphic creation and brand guidelines. You'll be the go-to for quick, on-brand visuals.

Adobe Creative Cloud (Photoshop, Premiere Pro) Intermediate

Creating multi-layered assets in Photoshop for campaign visuals, producing polished short-form videos in Premiere Pro, and ensuring all creative assets are perfectly on-brand and optimised for each platform. You won't be a full-time designer, but you'll be capable.

Asana / Monday.com (or similar Project Management tool) Expert

Building and managing multi-channel content calendars for your campaigns, creating project templates for recurring initiatives, tracking team workload for your mentees, and reporting on campaign velocity.

GRIN / CreatorIQ (or similar Influencer Relationship Mgmt tool) Advanced

Identifying and thoroughly vetting potential influencers, managing contract negotiations for smaller partnerships, and building campaign-specific creator lists that align with our brand values and campaign goals.

Tableau / Power BI (or similar BI tool) Intermediate

Connecting social platform APIs to BI tools (with support from data team), building custom dashboards that combine social metrics with web traffic and lead data, and presenting these insights to stakeholders.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Campaign Content Approval Requires manager approval for all content before scheduling. Any deviation from templates must be reviewed. Can independently approve routine content following established brand guidelines. Manager approval for high-stakes or new campaign content. Approves all campaign content within defined brand and legal guidelines. Consults Legal and Manager for high-risk or novel content. Can make real-time adjustments during live campaigns with manager awareness.
Social Listening Query Design Executes pre-defined keyword searches and reports. Flags unusual mentions to manager. Can adapt existing queries and build new basic ones. Proposes new keywords for monitoring. Designs complex boolean queries for in-depth analysis. Defines new listening categories and alerts. Makes recommendations based on sentiment trends to PR team.
Influencer Selection & Outreach Researches potential influencers based on criteria. Logs interactions. Identifies and vets influencers for specific campaigns. Drafts outreach messages. Selects and vets influencers, manages initial outreach and negotiation up to £5K budget. Makes recommendations for larger partnerships to Manager.
Budget Allocation (Campaign Specific) No budget authority. Informs manager of any costs. Can recommend spend for small ad boosts (£100-£500) within pre-approved campaign budgets. Recommends and manages campaign-specific budgets up to £10K. Seeks approval for any overspend or significant reallocation. Negotiates small vendor contracts.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Campaign Engagement Uplift
The percentage increase in engagement rate (likes, shares, comments per follower) for your specific campaigns compared to our usual baseline content.
Target · Achieve an average engagement rate 25% higher than the baseline for campaign content.

If our usual posts get a 1% engagement rate, your campaign should hit at least 1.25%. We'll track this using Sprout Social's campaign tagging features.

Share of Voice (SOV) for Key Topics
Our brand's percentage of all online conversation about specific industry topics or product categories, relative to our main competitors.
Target · Increase our brand's SOV within the competitive landscape by 5% quarter-over-quarter for designated key topics.

If we currently own 10% of the conversation around 'sustainable tech solutions', your work should push that to 10.5% next quarter.

Net Sentiment Score Improvement
The overall positivity or negativity of online conversations about our brand, measured on a scale from -100 (very negative) to +100 (very positive).
Target · Improve Net Sentiment Score from neutral (0) to positive (+15) over a 6-month period for specific product launches or brand initiatives.

After a new product launch, if initial sentiment is neutral, your campaign and community management should shift it to a positive score of +15 within six months.

Website Traffic from Social
The volume of unique visitors directed to our website directly from your social media campaigns.
Target · Drive a 15% quarter-over-quarter increase in qualified website traffic from social channels for campaign-related landing pages.

If a campaign typically sends 1,000 visitors to a landing page, you're aiming for 1,150 next time, ensuring they're engaging with the content.

Campaign Strategy & Execution Quality
How well your campaigns align with broader PR and marketing goals, the creativity of your content, and the precision of your execution (e.g., on-time, on-budget, brand-compliant).
  • Regular positive feedback from the Manager and other stakeholders (e.g., 'that campaign really hit the mark'). Campaign post-mortems highlighting clear lessons learned and strong performance. Minimal errors or brand guideline breaches. Proactive identification of campaign risks and mitigation strategies.
Community Health & De-escalation
The overall tone of our online community and your ability to manage difficult conversations, turn negative sentiment around, and foster positive engagement without escalating issues.
  • Reduced instances of public complaints escalating to customer service. Positive comments from community members about our responsiveness. Successful resolution of minor crises before they go viral. Your ability to calmly and effectively respond to critical comments, as observed by your manager.
Mentorship & Team Contribution
Your effectiveness in guiding and supporting junior team members, sharing your knowledge, and contributing to the overall improvement of our team's processes and capabilities.
  • Junior colleagues actively seeking your advice and feedback. Documented improvements in their work quality or efficiency after your guidance. Proactive suggestions for new team tools or training. Positive peer feedback in 360 reviews.
Influencer Relationship Strength
The quality and authenticity of the relationships you build with influencers and creators, leading to genuine advocacy and effective campaign collaborations.
  • Influencers actively pitching ideas to us. Repeat collaborations with high-performing creators. Positive sentiment from influencers about working with our brand. Campaign performance exceeding benchmarks due to strong creator relationships.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Seeing Your Campaigns Make a Real Impact

You'll get a kick out of watching your content resonate, seeing engagement numbers climb, and knowing your work directly contributed to a successful product launch or a positive shift in public opinion. It's about more than just numbers; it's about influence.

Successfully launching a new product with a social campaign that drives a significant spike in website traffic and positive sentiment, getting shout-outs from the product team.

Solving Tricky Communication Puzzles

You enjoy the challenge of distilling complex messages into engaging social content, figuring out how to de-escalate a heated online conversation, or finding new ways to connect with niche audiences. It's a constant mental workout.

Taking a complex regulatory update and turning it into an easily digestible, engaging Instagram Story series that gets high completion rates and positive feedback.

Mentoring and Developing Others

You'll enjoy guiding junior colleagues, sharing your knowledge, and seeing them grow. It's about building up the team and ensuring everyone's skills are top-notch. You'll be the one they come to when they're stuck.

Helping a junior specialist refine their copywriting skills, leading to a noticeable improvement in their post performance and confidence.

What frustrates people
  • The 24/7 'on-call' expectation, especially during a crisis or viral moment.
  • Getting a blurry photo and a vague request from a senior leader to 'just post this' without any strategic context.
  • The constant battle to prove direct ROI from social media, beyond 'likes' and 'shares'.
  • Being the public face absorbing backlash for company issues that aren't your fault.
  • Watching a perfect, timely cultural moment pass because your witty post is stuck in a 72-hour legal review.
What this role does not give you
  • A predictable 9-to-5 schedule; social media never sleeps.
  • Complete creative freedom without any brand or legal constraints.
  • A direct, linear path to attributing every social action to a sales conversion.
  • A quiet, heads-down role; you're constantly engaging and reacting.

8Who you work with

This role directly shapes our brand's public image and online reputation. Your campaigns are often the first interaction potential customers or partners have with us. Get it right, and you build trust and excitement; get it wrong, and you're dealing with a PR headache. You're essentially the guardian of our digital front door, ensuring every interaction reflects well on us and moves us closer to our business objectives.

Inside the business
  • Marketing Team (especially Content and Product Marketing)
  • PR & Corporate Communications Team
  • Legal & Compliance Department
  • Product Development Teams
  • Customer Support Teams
Outside the business
  • Influencers and Content Creators
  • Social Media Platform Representatives
  • Media Partners
  • Industry Associations
  • Our Customers and Online Community

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven experience (roughly 3+ years) managing social media channels for a brand, not just personal accounts, with a clear focus on driving measurable outcomes.
  • Demonstrable experience in developing and executing social media campaigns that achieved specific objectives (e.g., increased engagement, traffic, or sentiment).
  • A strong portfolio or examples of social media content you've created, including copy, visuals, and potentially short-form video.
  • Experience with at least one major social media management suite (e.g., Sprout Social, Hootsuite) and a social listening tool (e.g., Brandwatch, Talkwalker).
  • A solid understanding of social media analytics and the ability to interpret data to inform strategy.
  • Experience working with cross-functional teams, especially PR, Marketing, or Legal, to get things done.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Social Data Science & Predictive Analytics

Moving beyond descriptive analytics (what happened) to predictive analytics (what will happen). Understanding how to use social data to forecast trends, predict campaign performance, and identify potential crises before they fully materialise will be a game-changer for strategic decision-making.

Time-series analysis for social trends · Machine learning for sentiment prediction · Correlation vs. causation in social data · Data visualisation for complex social insights

  • This month: Take an online course on advanced Excel or Google Sheets functions for data manipulation and basic statistical analysis.
  • Next quarter: Explore introductory courses in Python (specifically pandas and matplotlib) for social data analysis, even if it's just for personal projects.
  • Within 6 months: Collaborate with our internal Data Science team on a social data project, learning how they approach predictive modelling.
  • Within 9 months: Develop a simple predictive model for campaign engagement using historical data and present its potential to your manager.

Quick win: Start using advanced filtering and segmentation within Brandwatch or Sprout Social to uncover deeper insights. Don't just look at the top-level numbers.

Immersive Content Production (AR/VR/Metaverse)

While still nascent, immersive technologies are slowly making their way into social media and marketing. Brands that can create engaging AR filters, VR experiences, or presence in metaverse platforms will capture attention in new ways. This isn't just about static images anymore; it's about creating interactive worlds.

Principles of AR filter design · User experience in virtual environments · Content optimisation for low-latency streaming · Ethical considerations for virtual brand presence

  • This month: Follow key AR/VR/Metaverse creators and brands on social media to see what they're doing.
  • Next quarter: Experiment with a free AR creation tool (e.g., Spark AR Studio for Instagram filters) to understand the basics.
  • Within 6 months: Propose a small-scale AR filter campaign idea for one of our product launches, outlining the creative concept and potential impact.
  • Within 9 months: Attend a virtual event or conference focused on immersive marketing to expand your network and knowledge.

Quick win: Download and play with popular AR filters on Instagram or Snapchat. Think about how our brand could create something similar and genuinely useful for our audience.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry webinars, conferences, and workshops (e.g., Social Media Marketing World, PRWeek summits) to stay on top of trends and network.
  • Actively participate in online communities and forums dedicated to social media professionals, sharing insights and learning from peers.
  • Dedicate time each week to exploring new social media features, platforms, and AI tools, documenting your findings and sharing them with the team.
  • Seek out opportunities to mentor junior colleagues or lead internal training sessions on social media best practices.
  • Read books and subscribe to newsletters from leading social media strategists and futurists to broaden your perspective.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Advanced AI-Powered Content Generation & Optimisation

AI tools for content creation are getting incredibly sophisticated, moving beyond basic copywriting to generating entire video scripts, image concepts, and even optimising posts for specific audience segments. Competitors are already using these to produce more content, faster, and with higher relevance.

  • Multi-modal AI applications
  • Audience-specific AI prompting
  • AI-driven A/B testing & iteration
  • Ethical AI content creation

Web3 & Decentralised Social Platforms Understanding

While still niche, the rise of Web3 and decentralised social platforms (e.g., Mastodon, Lens Protocol) could fundamentally change how brands interact online, offering new opportunities for community ownership and direct engagement. Ignoring them means potentially missing the next big shift.

  • Decentralised identity (DIDs)
  • NFTs and token-gated communities
  • Creator economy in Web3
  • Governance models of decentralised platforms

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Crisis Communications Protocol
  • Community Management & De-escalation
  • Content Strategy & Editorial Planning
  • Social Listening & Sentiment Analysis
  • Performance Analytics & Attribution
  • Influencer & Creator Relations

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Social Media Coordinator (L2) at a Mid-Sized Company

    3-5 years

    Skills to master

    • Independent channel management, basic campaign execution, community engagement, foundational analytics reporting, and initial exposure to social listening tools. You'd have owned a specific platform and its content calendar.

    You're ready to move on when

    • Successfully managed at least one major social media channel end-to-end.
    • Consistently met or exceeded engagement targets for your assigned channels.
    • Demonstrated ability to handle routine community interactions and minor issues independently.
    • Received positive feedback on your ability to work with cross-functional teams.
  2. 2

    Digital Marketing Executive with Social Focus

    4-6 years

    Skills to master

    • A broader understanding of digital marketing (SEO, email, paid media) but with social media as your primary specialisation. You'd have managed organic social, some paid social campaigns, and integrated social with other digital channels.

    You're ready to move on when

    • Proven ability to drive traffic or leads from social media to other digital assets.
    • Experience managing small paid social budgets and optimising ad performance.
    • Strong understanding of how social media contributes to a wider digital marketing funnel.
    • A portfolio showcasing integrated digital campaigns where social played a key role.
  3. 3

    Junior PR Consultant with Digital Specialism

    5-7 years

    Skills to master

    • Experience in traditional PR with a growing focus on digital and social media. You'd understand media relations, crisis comms principles, and how to translate PR narratives into social content. You'd have worked on client accounts, often managing their social presence.

    You're ready to move on when

    • Experience drafting press releases and translating them into social-friendly content.
    • Involvement in crisis communication planning or execution for clients.
    • Strong writing and storytelling skills, adaptable to different audiences and platforms.
    • Demonstrated ability to manage client expectations and deliver on social media objectives.

15Where this role leads

The long view: This work can lead to managing a social media team, moving into digital communications at director level, or specialising further as an influencer marketing expert.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Senior Social Media Specialist is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Social Media Marketing, worked against Senior Social Media Specialist.

Social Media Marketing Level 4

Applied to your work in Senior Social Media Specialist

The objective of this unit is to equip learners with the knowledge and skills to effectively utilise social media for marketing purposes. Learners will understand the role of social media in marketing, identify different platforms and their target audiences, develop social media marketing strategies, create engaging content, manage online communities, and analyse campaign performance.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Senior Social Media Specialist plan, free
See Your Progress Grow Illustration
Senior Social Media Specialist
  • Crisis Communications Protocol
  • Community Management & De-escalation
  • Content Strategy & Editorial Planning
  • Social Listening & Sentiment Analysis
  • Performance Analytics & Attribution
  • Influencer & Creator Relations
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Senior Social Media Specialist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Lead Social Media Strategist (L4)

    3-5 years from Senior Specialist

    This is a significant step up, moving from leading campaigns to architecting the entire social media strategy for a business line or region. You'll be setting the direction, not just executing it.

    • **Social Media Architecture ** Designing the overall structure of our social presence, including platform selection, content pillars, and governance models.
    • **Budget Management (Larger Scale) ** Managing annual social media budgets (e.g., £50K-£500K), making allocation decisions, and optimising spend.
    • **Vendor & Agency Management ** Selecting, onboarding, and managing external agencies or tool vendors for social media services.
    • **Advanced Measurement Frameworks ** Developing sophisticated KPIs and attribution models to prove the strategic value of social media to the business.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, social media is a beast. The constant need for fresh content, real-time engagement, and deep analysis can feel overwhelming. But what if you could cut through the noise and focus on what truly matters? Our team is embracing AI to do just that, and you'll be at the forefront of this transformation.

We're not talking about replacing human creativity; we're talking about augmenting it. Imagine having an intelligent co-pilot that handles the grunt work, leaving you free to strategise, innovate, and build genuine connections. Here's a glimpse into how AI will make your life easier and your impact bigger as a Senior Social Media Specialist.

AI Copywriting Co-pilot

Use tools like Jasper or ChatGPT to generate dozens of copy variations for a single asset, tailored to the character limits and tone of each platform (e.g., professional for LinkedIn, witty for Twitter). This means less staring at a blank screen and more time refining the perfect message.

AI Sentiment Summariser

Instead of manually sifting through thousands of comments during a crisis or a viral moment, use AI within tools like Brandwatch to instantly summarise the key themes, emotions, and demographic trends. You'll get to the heart of public opinion in minutes, not hours.

AI Trend Spotter

Leverage AI to analyse millions of data points across platforms, helping you identify nascent trends, emerging memes, or relevant conversations your brand can authentically join before they peak. This gives you a serious edge in staying relevant and timely.

AI Content Repurposer

Feed a long-form asset (like a webinar recording or a whitepaper) into an AI tool. It'll automatically generate a multi-week social campaign: a tweet thread, a LinkedIn article summary, quote graphics, and short video scripts. Imagine the time saved on content creation!

Common questions

Common questions

How do you become a Senior Social Media Specialist?

Common routes in include Social Media Coordinator at a Mid-Sized Company (3-5 years), Digital Marketing Executive with Social Focus (4-6 years) and Junior PR Consultant with Digital Specialism (5-7 years). Times vary with prior experience.

Where can a Senior Social Media Specialist progress to?

This role can lead on to Lead Social Media Strategist (3-5 years from Senior Specialist), depending on the skills you build.

What new skills matter most for a Senior Social Media Specialist?

Increasingly, Advanced AI-Powered Content Generation & Optimisation and Web3 & Decentralised Social Platforms Understanding. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in PR and communications

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built in this role carry across industries, including tech, consumer goods, finance and non-profit work. Social media strategy, community management and digital reputation building apply wherever an organisation has an audience online.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Senior Social Media Specialist plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.