As a strategic lead for TikTok’s Growth Apps vertical, I supported a portfolio of dating brands—Tinder, Bumble, and Chispa—by translating platform data, cultural signals, and audience behavior into strategic narratives that informed major campaigns, creator partnerships, and brand direction.

I analyzed behavioral trends and creator-led movements, pulled insight reports, and developed strategic POVs that were regularly presented to C-suite leaders and cross-functional stakeholders. I helped brands understand not just how to show up on TikTok—but how to lead cultural conversations and deepen community connection.

One of my most influential insights was around the explosive growth of women’s sports on TikTok—specifically the WNBA. I identified how WNBA players were becoming creator-influencers and cultural symbols of modern empowerment, which directly influenced Bumble’s decision to partner with the WNBA—a move that aligned deeply with their mission and audience.

For Tinder, I helped shape the narrative and creative strategy that powered their Shorty Award-winning campaign, focused on emotional vulnerability, dating honesty, and creator-led storytelling. For Chispa, I surfaced content trends around Latinx identity, bicultural humor, and community rituals—supporting a more culturally attuned TikTok presence.