I led strategic insights for the TikTok 2024 Trend Report, focused on the Growth and Financial Services verticals. My work decoded key platform trends—like entertainment-driven discovery and unpolished storytelling—into actionable strategies for brands navigating performance and trust challenges.

By repositioning “creative bravery” as a business advantage, I helped traditionally risk-averse advertisers see TikTok as a credible, high-return channel. These insights not only influenced 2024 campaign strategies, but also fueled sales enablement and sparked new revenue opportunities.