PARTNERSHIPS & CONTENT STRATEGY FOR FASHION, BEAUTY & LIFESTYLE BRANDS

ABOUT ME

Over 10 years I’ve gained a depth of experience across digital marketing and content strategy. I’m now excited to bring my fresh perspective to brands and agencies through freelance services.

My most recent position has been at TikTok, where for the past 3 years I’ve worked on Global Strategic Partnerships. This role has involved advising hundreds of brands on their TikTok content strategy, driving cultural partnerships and creating operating models to support teams in 150 countries.

Prior to this, I worked for London’s top boutique agencies, leading digital marketing in the Gen-Z world of the The Digital Fairy after rising the ranks at Byte London (now part of Dept group).

Partnerships & Business Development

SERVICES

I can supercharge your business, spotting opportunities for growth and galvanising teams to make it happen.

Expert at building creative partnerships that drive impact.

Confident communicator with entrepreneurial approach.

Globally experienced, with native UK expertise.

Strategy

Pre-production I equip teams with robust insights, frameworks and creative thought starters, whilst also joining the post-production journey to ensure effective rollout.

Creative strategist that can connect the dots across channels.

Video first, with strong TikTok experience.

Well versed across the digital landscape in both paid & organic tactics.

Talent

I care about working with talent in smart ways that make sense for both brand and creator, designing campaigns that drive impact across outputs from PR to paid media.

Deep knowledge of the creator landscape.

Strategic and innovative approach to influencer campaigns.

Emerging talent spotting and brand partnership guidance.

"Sonika is a creative strategy superstar who is able to balance absolute accountability for details without losing sight of the big picture."

Project Examples

  • TikTok x The Met Gala

    Led the creator strategy and operations around TikTok’s sponsorship of the biggest night in fashion. The red carpet live steam reached a record 13.6M live viewers.

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  • The Catalysts: TikTok x Estée Lauder NIV

    Strategised and project managed TikTok’s partnership on a global beauty competition and incubator, successfully positioning TikTok as the home of undiscovered talent.

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  • TikTok Fashion Month

    Led a global community building program across New York, London, Milan and Paris, engaging fashion fans through editorial programming and creator events, driving a +300% increase in fashion views.

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  • TikTok x British Fashion Council

    Part of the core team in the UK, activating creator, content programming and commercial partnerships across a 2 year partnership between TikTok and the British Fashion Council, including BFC NEWGEN and The Fashion Awards.

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  • TikTok x Clarks Originals x Notting Hill Carnival

    Integrated the iconic footwear rand as a live-streaming and short form content partner to bolster the impact of TikTok’s activation at NHC 2022.

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  • TikTok x V&A x CULTED x Gucci

    Brought 4 partners together to engage the UK fashion and LGBTQ+ communities around the V&A museum’s ‘Fashioning Masculinities’ exhibition, driving partner and creator value and TikTok-first content.

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  • COLLUSION

    Led the digital strategy and account team for ASOS’ first diffusion line launch in 2018. This Gen-Z focused, community first strategy drove record sales at launch.

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  • Estée Lauder DayWear

    Talent and media strategy in response to a brief to reposition an legacy product to a youth audience.

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  • Adidas Tennis Luxe

    End-to-end management of a creator campaign to drive digital hype around the Tennis Luxe collection.

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"Sonika’s superhero skill is the ability to marry creativity and innovation with practical implementation"

KEY SKILLS

✺ Creative Problem Solver

✺ A Driving Force

✺ Strong Communicator

"She has a strong voice and can bring tremendous value to teams with less experience in driving global initiatives"

Like many others growing up in the 00’s, I became internet obsessed! Nights on Tumblr sparked an interest in high fashion, which led me to studying at the London College of Fashion. I then jumped straight into the world of social media starting my career at the iconic british brand @DrMartens.

Born in Nottingham as a first generation British-Indian, I’m proud of my Hindu Punjabi heritage, and strive to be a champion and ally for underrepresented groups.

I’m a curious Gemini - recommendations for food, travel and beauty are always welcome!

GET TO KNOW ME

PRESS

Available for press and speaking opportunities