As the social strategist on the team at Cult, I wrote a strategy that put TikTok’s myriad of ever-changing trends and formats front-and-centre, within a beauty context. I profiled creators to align with each product, researched relevant trends and brought the two together in bespoke briefings. Once live, detailed reporting was key.

This was a fantastic opportunity to put my own love of TikTok at the heart of an influencer campaign. After spending 2016-2018 working on Sally Hansen as an account manager at Cult (including for four months at Cult NYC), it was great to return to the brand in a freelance strategic capacity.