Talent Champion – Cassie Taylor

Talent Champion Spotlight

2022 AEF Talent Champion - Cassie Taylor

Cassie Taylor
Global Brand Strategy Lead (Trends)
TikTok

Cassie Taylor is a Brand Strategy Lead at TikTok with over a decade of experience in advertising and marketing, working with some of the world’s top brands and agencies. She wields a careful combination of left brain and right brain, being adept at both design thinking and integrated strategy.

Currently as a lead at TikTok, her current focus is building a new global trend discipline that tracks and translates the many cultural signals that are created by TikTok’s audience. Those trends are then used to uncover points of differentiation for TikTok, as well as help marketers better activate efforts in a meaningful way on the platform.

 

What prompted you to get involved with the AEF?

I have always had a love for teaching the next generation of marketers at places like Miami Ad School and Parsons the New School for Design. Having the chance to inspire and inform top educators about TikTok Trends felt like an exciting opportunity.

Why are you passionate about the future of the industry?

This is an exciting time to be a trend forecaster. Culture is at a high time of exponential change with trends sparking daily giving marketers more opportunities to connect with their audiences. As they do, we are seeing a shift in marketing where people and brands together are building a new blueprint for advertising that is more inventive, fun, real, and inclusive.

What is the best career advice you've ever received?

To not be specialized and to learn as many disciplines to have a better understanding of the bigger picture of culture, insights, trends, and strategy.

Why do you feel it is so important to inspire the next generation of diverse talent?

I love the prospect of training the next marketers to invent something we have yet to see.

What do you enjoy most about your job?

I love how excited marketers get around trends. Especially if they have seen them or participated in them themselves.

What advice would you give to students as they consider entering the industry?

Look beyond the things you are asked to see if there is a better more exciting way to do something. This is how my role shifted to focusing on building a trend discipline at TikTok.

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