SOCIAL STRATEGY DIRECTOR & CONSULTANT FOR FASHION, BEAUTY & LIFESTYLE BRANDS
ABOUT ME
Over the past decade I’ve gained a depth of experience across organic social, media planning, creative strategy, publisher partnerships and the creator economy.
Following my previous role leading strategic partnerships in TikTok's fashion & beauty team, I launched my independent consultancy in July 2024. As a strategic advisor, I combine social media mastery with commercial thinking to identify powerful opportunities for global brands.
I bring insight-led, culture-first thinking to projects and work best in collaborative teams that work at the speed of social.
SERVICES
TEAM LEADERSHIP
Social transformation consultancy to optimise marketing teams and workflows to work for social.
Upskilling workshops & training for creative & traditional strategy teams.
Selling in social to senior stakeholders & clients through compelling presentations and data driven business cases.
Setting KPIs, reporting process and tech stack building.
Experienced managing direct reports with a priority on driving professional development and inclusive workplace culture.
SOCIAL-FIRST STRATEGY
Expert at leveraging organic, paid & influencer tactics to unlock cultural relevance for brands through compelling storytelling & authentic community building.
Skillfully choreographs campaigns that resonate in culture and drive engagement across today's fragmented social landscape.
Develops global-to-local editorial calendars and roll out plans.
Deep expertise in TikTok, while constantly exploring emerging and niche platforms.
Proactive trend spotter who identifies valuable opportunities and transforms them into actionable brand moments.
THOUGHT LEADERSHIP
Panel speaker: Berlin Fashion Week, Frankly Talks, Pulsar
Judging panel for HEAT X Flannels Ignite Prize
Sonikasonika.substack.com
Press features: Hypebae, Refinery29, Glossy
"Sonika is a creative strategy superstar who is able to balance absolute accountability for details without losing sight of the big picture."
Project Examples
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GODMODE
Delivered a compelling social-led launch strategy for an innovative gaming inspired beauty brand.
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Dove
Bringing my social-first expertise to help transform the iconic global brands’ approach to marketing to be more culturally relevant and reactive.
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Chivas Regal
Positioning Chivas Regal at the heart of new sports culture through delivery of a global multi-year creator strategy across their Scuderia Ferrari and Arsenal partnerships.
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The White Company
Delivering a social audit and strategy to bring the TWC brand to new audiences through creating narratives around the intentional pursuit for perfect simplicity.
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Adidas by Stella McCartney
Elevated aSMC’s approach to working with talent, creating a distinct strategy around the ‘Strong Women’ concept that connects the brand with a younger fashion forward consumer.
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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.
"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, feel free to email me with requests.