Help I think my 5 year old is too aggressive with my puppy

I need some tips! I have a 5 year old son and we just got a puppy (lab) the puppy is about 12 weeks old now. My theory was to get a puppy so that she could grow up being used to little things like the kids being a little rough with her or touching her face pulling ears etc.... however my 5 year old is super aggressive with her. It’s ironic because my son is actually a very sweet gentle boy but when it comes to the puppy he is so aggressive. He is squeezing her face and he sometimes holds her down. He’s not purposely trying to hurt her. He just gets so rough and I constantly am yelling at him telling him you can’t do that to the dog you are going to hurt her. I’m also explaining to him that we don’t want her to snap on him one day when she is older. Idk what to do he doesn’t listen and I’m scared he’s going to make her an aggressive dog. Does anyone have any tips or have been in the same situation?