Natasha Onwuemezi

Driving growth and engagement across blog, social, and email

Context

As content lead at TikTok, I was responsible for developing and executing a robust content strategy across all owned channels (blog, social, and email) to support business growth, strengthen brand engagement, and position TikTok as a trusted partner to marketers across EUI. My work directly aligned with key strategic priorities including performance, measurement, and vertical expansion.

My role

I led the editorial strategy and content creation across blog, social, and email – collaborating closely with cross-functional teams (marketing, product, trust & safety, sales, and analytics) to produce targeted, high-performing content rooted in business goals. I was responsible for full-funnel content planning, production, governance, and performance reporting.

What I did

Blog

• Created first blog strategy for TikTok EUI.
• Spearheaded the end-to-end conception, production and distribution of high-impact blog content.
• Planned and wrote 46 blog posts in 12 months, attracting 53,000+ users.
• Worked with SMEs to produce content tied to top-line priorities: vertical expansion, performance, trust & safety, measurement, culture and more
• Created scalable templates for TikTok Ad Awards, enabling regional teams to localise winner and shortlist announcements.

Social

• Partnered with the Social Media Manager to plan and deliver 178 LinkedIn and employee advocacy posts.
• Owned copywriting and messaging aligned with campaign cycles and market moments.
• Generated 409K organic impressions and 33K clicks.
• Grew LinkedIn followers by 8% YoY to 52K.
• Achieved an average 11.86% engagement rate and 10.58% CTR, far exceeding B2B benchmarks.
• Received LinkedIn’s Best in B2B award.

Email

• Led EUI email content strategy and execution, writing and reviewing all sends.
• Aligned messaging with events, playbooks, product updates and seasonal campaigns.
• Maintained 20.93% open rate and 9.95% CTR – outperforming industry averages by over 200%.

Results

• Consistent growth across all owned channels, with standout performance in blog traffic, email CTR, and social engagement.
• Created repeatable content systems and templates that scaled across markets and reduced production friction.
• Strengthened TikTok’s position as a go-to thought leadership destination for marketers in EUI.

Takeaway

This project demonstrates:

• My ability to design and lead multi-channel content strategies that align with business goals.
• Strong collaboration across product, design, data, and regional marketing teams.
• Clear understanding of funnel-specific KPIs, channel strengths, and audience expectations.
• Experience developing consistent, high-impact storytelling systems that scale and convert.