Takis
Building a brand presence that could move with culture
Takis are a popular brand of rolled corn tortilla chips known for their intense crunch and fiery, spicy-sour flavor profiles. Takis had the product, personality, and passionate fans to show up far beyond the snack aisle.
Integrated Go-to-Market & Campaign Strategy
Cross-Functional Team Leadership
Social Operations & Process Design
Content Strategy
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As a challenger in a snack category dominated by Frito-Lay brands like Cheetos and Doritos, the brand needed a social point of view that could shape product launches, creator partnerships, and major experiences while helping each campaign feel distinctly Takis. The opportunity was to bring social into brand planning early enough to shape those moments and give fans a consistent reason to feel part of them.
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From 2021 to 2025, Riv built and led the agency’s first social capability for Takis. She established the planning processes and creative workflows that brought audience and platform insights into campaigns earlier, so social could help shape the idea and connect its paid, organic, creator, and experiential expression.
She led and mentored a team of three at various points, developed a trend-driven content workstream, and directed social strategy across product launches and cultural moments including Coachella. Creator partnerships with Charli D’Amelio and Steve Aoki helped Takis show up in different parts of culture while staying true to its intense personality.
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During Riv’s tenure on the business, Takis grew from $230MM to more than $1B in sales, tripled market share, and increased brand awareness by 21 points. Her work contributed to that broader brand effort and delivered measurable outcomes, including a 25% lift in “cool factor” perception against competing salty snacks, 60% higher monthly TikTok follower growth, Takis’ best-performing Instagram post at the time, and 46% year-over-year growth in social engagements.
