Natasha Onwuemezi

Driving Vertical Growth with Targeted Content Strategy

Context

To deepen TikTok for Business’s revenue and relevance across core sectors, I developed and executed an always-on content strategy targeting five priority verticals: Travel, Media & Entertainment, Retail & Ecommerce, CPG and FinServ. The goal was to address segment-specific barriers, unlock creative potential, and drive business growth.

My role

As Content Lead, I owned the verticals content stream – leading strategy, editorial planning, localisation, and distribution across blog, email, and social. I collaborated closely with product marketing, brand strategy, and analytics to ensure every asset was tied to revenue and engagement outcomes.

What I did

• Produced 20 content packages (blogs, newsletters, social) tailored to 5 verticals.
• Created and localised 18 blog posts across 7 markets and 5 languages.
• Developed and distributed supporting email and social campaigns to drive visibility.
• Led cross-functional alignment with data and product teams to ensure content addressed known challenges and opportunities within each segment.

Performance Highlights

• Blog: 10K+ views from vertical content.
• Social: 42K impressions, 9K clicks, 20.94% CTR, 21.48% engagement rate.
• Email: 53K+ sends, 21.63% open rate, 13.89% CTR.

Evolving the Strategy: 2025 Vertical Playbooks

In 2025, I evolved our verticals strategy by launching a new series of tactical playbooks offering practitioners actionable guidance for success on TikTok. I led content strategy, production and localisation for:

• Beauty – 1.95K reads, 7m 11secs avg read time, 191 downloads
• Food & Beverage – 689 reads, 10m 22secs avg read time, 40 downloads
• Retail & Ecommerce – 4.4K reads, 2m 16 secs avg read time, 131 downloads

These playbooks combined trend data, branded case studies, and activation frameworks to provide marketers with clear, sector-specific roadmaps for platform success.

Takeaway

This work highlights my ability to:

• Create targeted content programs aligned with vertical-specific KPIs.
• Collaborate cross-functionally to ground strategy in business intelligence.
• Scale localisation while maintaining brand consistency.
• Deliver content that speaks directly to client pain points and opportunities – driving measurable business outcomes.