Meet Caitlin Emiko, the New York based TikTok strategist who is a guru in all things trends and marketing. Known for her TikToks featuring insights into her life living and working in New York City, showing the unfiltered aspects of her new life abroad, with a mixture of fashion and lifestyle content while tapping into her wealth of knowledge in social media. Get to know a bit about Caitlin and how she's built herself a career in the social space and the milestones she's reached.
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TikTok Handle
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Starsign
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Scorpio
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How did you get into being a TikTok strategist, and what were you doing prior?
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Formerly employed as a paid media specialist and a user-generated content (UGC) manager at an agency based in Melbourne, I had the privilege of collaborating with brands such as Gem, Bangn Body, JSHealth Vitamins, and Mermade Hair. My knowledge of paid advertising has played a pivotal role in my ability to develop and execute comprehensive strategies that seamlessly integrate both paid and organic channels for my clients.
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Typical day in your life
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Every day in NYC is different – you really never know what you'll come across. I like to keep things fresh by going for a run or going to the gym daily. One thing that's a non-negotiable part of my routine is grabbing an almond latte from one of the local spots (my fave is Cafe Lyria) – it's those little things that make life enjoyable lol.
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Of course, there's also the not-so-glamorous stuff like handling life admin. And then there's the fun part – hanging out with friends. Whether it's catching up with my existing friends or making new ones, socialising is a big part of my day.
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My work usually kicks off around 1pm, and I'm at it until I decide it's time to call it a day (bye-bye, screen time limits). If I need to shoot some content for TikTok I make sure to do it when the natural light is just right to get the best shots. NYC keeps me busy, but I wouldn't have it any other way!
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How would others describe your sense of style?
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This is funny as I think it's quite basic and tell my best friend Tahlia that all the time! However, I would say it's a blend of smart-casual and streetwear influences. I often wear blazers and pair baggy jeans with tighter tops to give a balanced contrast between tailored and relaxed elements.
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Who is your style icon?
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Tania Sarin, my absolute life goal. Her wardrobe is my version of the Roman Empire.
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What’s the most rewarding and most challenging part of your job?
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The most rewarding part of my work involves helping businesses, both small and large, make the leap into retail markets, expand internationally, and experience growth across all channels.
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On the flip side, the most challenging aspect is maintaining a constant flow of creativity. Given that I handle the entire marketing strategy for some clients, I do encounter moments of content fatigue and creative blocks. Nevertheless, I embrace these challenges as an integral part of my work.
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What has been your favourite part of moving to New York?
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Absolutely love the social vibe in New York City! It's a place where meeting new people happens everyday and I've noticed there's a refreshing lack of that "tall poppy syndrome" mentality here.
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Dream travel destination?
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I would love to go to Egypt, something about it seems really interesting to me.
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What has been your biggest career milestone?
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There's one experience that's particularly memorable for me – working as a freelancer on a project that involved powerhouse brands like L'Oréal, Kerastase, Redken, and Matrix. It was a real turning point for me as I made the leap into freelancing, and I had a blast working on some TikTok Strategy.
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But before my freelancing days, back when I was working in an agency, there was a moment that really stood out. At just 23, I found myself nominated for a B&T Media Award. It was a pretty cool high point in my career during that full-time role.
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Advice to those wanting to be a social media strategist?
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Paid advertising skills are incredibly valuable for clients, they allow you to understand the whole marketing ecosystem beyond organic. A formal degree isn't a must-have IMO. Before transitioning to freelance or contract work, gaining experience in-house or at an agency is highly recommended. Practical knowledge, insights from agency or in-house roles, and confidence in your abilities will be your strongest assets. I would also recommend seeking out a mentor, I am currently mentoring one (lovely and talented) girl who is making the transition into freelance TikTok Strategy. Surround yourself with people who are more knowledgeable than you in order to continue learning.
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A quote you live by
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"Your network is your net worth" is a principle I live by in both my personal and professional life. It serves as a constant reminder that your journey to success is tied to the relationships cultivated along the way. The individuals in your network play a pivotal role in either contributing to your success or setbacks.
