Takis Trending Workstream (2025)
I created and led a real time trend workstream designed to help the brand participate in culture as it happened. I built the full process from sourcing and vetting ideas to approvals and publishing, aligning creative, strategy, and legal so content could move quickly without losing intention. I directed platform specific strategy for TikTok and Reels, oversaw execution, and refined the system using engagement data and audience behavior.
The result showed that agility drives reach. Timely participation increased discoverability, boosted engagement, reactivated older content, and introduced the brand to audiences beyond its existing community.
My Role:
Identified a gap in real-time cultural relevance across social platforms and proposed a dedicated trend workstream to increase responsiveness and engagement.
Designed and implemented the process from scratch—including how trends were sourced, vetted, pitched, produced, and approved across creative, strategy, and legal.
Led platform-specific content strategy for TikTok and Instagram Reels— ensuring each piece of trend content aligned with brand voice while feeling platform-native.
Managed cross-functional alignment with internal teams (creative, strategy, legal) and external collaborators to ensure fast, efficient turnaround.
Oversaw content execution—from concepting through publishing—bringing creative POV to each trend while balancing timing and relevance.
Monitored performance and refined the system based on engagement data, platform shifts, and audience behavior—ensuring the workstream stayed dynamic, not static.
What we Learned:
Staying agile and culturally responsive is essential—real-time trend monitoring and creative adaptation not only boosted discoverability, but also extended reach organically. By leaning into timely content, we increased engagement, reactivated past posts, and expanded visibility beyond our existing audience.