Gladys Cheruiyot

• Creator & Community Strategy:Developed and executed comprehensive creator strategies for UGC creators, significantly scaling the creator community. Enhanced processes and technology to streamline creator selection, briefing, rewards, and engagement through the TikTok Creator program.
  Designed and implemented UGC and influencer strategies to drive critical business OKRs, including growth in followership/awareness, engagement rates, and brand affinity.
  
• Creator Recruitment & Onboarding:Sourced and identified over 5,000 talented creators with strong brand alignment and audience engagement across Sub-Saharan Africa, covering diverse verticals such as lifestyle (travel, fashion, and beauty), food, sports, entertainment, education/information, public figures, and musicians.
  Developed and refined a streamlined onboarding process, ensuring new creators comprehended TikTok's brand values and messaging.
  
• Campaign Management & Optimization:Led the end-to-end execution of influencer and UGC campaigns, collaborating with TikTok's Digital Team on engaging content campaigns for various cross-functional (XFN) projects and content diversity initiatives.
  Provided creative direction and brand guidelines to creators, enabling them to express their unique voices while maintaining brand integrity and driving content diversification.
  
• Performance Tracking & Optimization:Monitored campaign performance, analyzed data, and continuously adjusted strategies to optimize outcomes.
  Managed a diverse portfolio of content creators, driving exponential growth and heightened engagement.
  
• Creator Relationships:Built and maintained robust relationships with content creators across multiple regions, including Kenya, Nigeria, Ghana, South Africa, and the United Kingdom.
  Offered ongoing support and constructive feedback to help creators grow their platforms and effectively represent the TikTok brand.
  Organized and executed impactful workshops and events, providing valuable insights on content creation, follower growth strategies, and new product features, resulting in an 80% increase in product adoption.
  
• Creator Events & Shoots:Managed and supported the brand team with video/photo shoots and coordinated significant initiatives such as TikTok for Good, TikTok Top Creator 2022 and 2023, BookTok South Africa, African Innovators, and Ramadan on TikTok 2024. These initiatives enhanced TikTok's reputation for authentic and constructive content during critical events like African elections and Ramadan 2024.
  
• Brand & Social Media Growth:Amplified TikTok's presence on social media platforms by overseeing growth strategies for TikTok Africa, TikTok Kenya, TikTok South Africa, Instagram, and YouTube accounts.
  Secured and nurtured lucrative brand partnerships with leading African companies, significantly boosting revenue growth and brand visibility.
  

Key Achievements:

• Expanded the top content creators to 1,500, achieving a collective following of over 70 million.
• Pioneered the onboarding, training, and nurturing of 250 premier BookTok creators, resulting in their contributions accounting for 45% of popular content consumption within the ecosystem.
• Successfully negotiated and secured partnerships with prestigious entities like Trace TV, Coca-Cola, Safaricom, Airtel, L'Oréal, Unilever, and Cadbury, driving substantial revenue growth and enhancing brand visibility.
• Led initiatives that strengthened TikTok's community engagement and content quality, positioning the platform as a leader in authentic and impactful social media content in the region.
• Organized and led over 50 workshops and events across the continent, directly contributing to a significant increase in creator engagement and product adoption.
• Directed robust social media growth strategies, achieving substantial increases in follower counts and engagement metrics across multiple regions and platforms.
• Facilitated constructive stakeholder engagements with government and media entities.

• Developed social media strategies for products including Vskit App and PalmAds.
• Managed all social media pages ensuring consistent branding and engaging content.
• Conducted research on digital tools and trends enhancing campaign effectiveness.
• Analyzed and reported on digital campaign performance providing strategic insights.
• Utilized customer data to optimize digital assets for improved business results.
• Identified new partnership and collaboration opportunities.

Key Achievements:

• Launched Kenya’s first IP mobile game, Churchill Run, achieving 70,000+ downloads and 5,000+ live event participants within 60 days.
• Established an influencer network of 1,500+, driving a 10% boost in app installs and enhancing brand perception through UGC and live events.
• Generated Ksh. 10M in ad sales in 8 months with 70% ROI through mobile ad inventory sales across East Africa.
• Improved campaign engagement by 25%, applying A/B testing, real-time optimization, and CRM insights.
• Oversaw digital content strategy, increasing app engagement by 15% and reducing acquisition costs by 12%.

• Prepared correspondence, proofread documents, and maintained marketing materials.
• Cultivated strong customer relationships and assisted with CRM maintenance (ZOHO).
• Supported promotional material development and maintained departmental calendar.
• Led special projects and aided in marketing and business development activities.
• Managed client invoices and handled client project management.
• Oversaw social media management for clients' pages including The Long Run Organization, The Safari Collection, and Ocean Sole.

Key Achievements:

• Drove a 70% increase in social media engagement across accounts for The Long Run Organization and The Safari Collection through targeted content strategies and analytics-driven optimizations.
• Reduced document turnaround time by 2 days (40% efficiency gain) by streamlining workflows and implementing standardized proofing templates.
• Managed 5+ high-profile client accounts (including Ocean Sole), ensuring 100% on-time project delivery and invoice accuracy.
• Optimized CRM (ZOHO) maintenance, improving client data accuracy by 25% and enabling faster response times to customer inquiries.
• Led 3+ special projects for business development, contributing to a 15% increase in lead generation for the marketing department.
• Developed promotional materials for 10+ campaigns, enhancing brand consistency and reducing design revision cycles by 30%.

• Implemented Scope Intervention Communications Strategy providing advocacy-related support.
• Established and maintained relationships with development partners and public interest groups.
• Represented the organization in local forums managing civil society organizations' correspondence.
• Built relationships with media organizations to promote advocacy programs.

Key Achievements:

• Increased engagement by 40% across advocacy programs by developing and executing targeted communication strategies, including press releases, social media campaigns, and stakeholder outreach.
• Secured 50+ media placements (TV, print, and digital) in top-tier outlets, boosting organizational visibility and program awareness by 60%.
• Reduced media response time by 35% by establishing and maintaining relationships with 15+ key journalists and media houses.
• Improved internal communication efficiency, ensuring 95% of staff were informed of critical project updates through streamlined newsletters and briefing systems.
• Cut communication budget waste by 20% by optimizing resource allocation for campaigns, maximizing ROI on PR and outreach efforts.
• Enhanced compliance adherence, reducing legal and policy-related communication errors by 100% through rigorous fact-checking and approval processes.
• Increased stakeholder trust, leading to a 30% rise in partnership inquiries from development organizations and civil society groups.
• Boosted advocacy program participation by 25% through data-driven content strategies, including infographics and targeted social media campaigns.