Hi, I’m Shanika.

Shanika Hillocks standing in her bedroom, wearing a blue polka dot blouse and floral wide-leg pants, with a vase of flowers and a lamp on a bedside table.

I help culturally ambitious brands turn taste into commerce. Strategy first. Cultural intelligence throughout. Partnership that outlasts the launch.

Jordan Brand logo in black
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Trusted by:

Mielle brand logo in black
Resy brand logo in red
The logo of Hennessy, a French cognac brand, featuring a stylized crest with a cane, the year 1765, and the word "Hennessy" with the tagline "reimagines" underneath.
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How I Work

Listen & Discover

I start with the full picture: your business goals, the cultural landscape, and the people behind the brand. Clarity over assumption, always.

Build & Activate

With strategy as the anchor, I design and execute integrated work across brand, influence, and experience. Cohesive, resonant, and built to perform — not just to look good.

Define & Align

I set the strategic foundation — positioning, narrative, and tone — and align it across your stakeholders, so every decision downstream is intentional and built for long-term value.

Measure & Steward

I don’t disappear at launch. I measure against the goals we set, refine what counts, and stay on to steward the brand forward. The real work is longevity, not a one-time moment.

  • Black background with a white outline of a heart inside a circular badge with a wavy border.

    300+ members acquired

    in three months — the launch made The New York Times.

  • Computer mouse pointer icon within a decorative circular border

    2.52M campaign impressions

    one creator program, twice the target.

  • Icon of three people inside a black badge with a white outline.

    $2M+ in brand deals brokered

    in under two years of independent consulting.

Case Studies

Brand Strategy adopted across the C-Suite.

Mielle

Post-acquisition by Procter & Gamble, Mielle engaged me as Senior Strategy Consultant to define the brand’s next chapter. I delivered a comprehensive FY24/FY25 Brand Strategy Playbook—spanning brand purpose, consumer segmentation, and product-to-persona mapping—adopted across six cross-functional teams, including the Office of the CEO.

Influencer Marketing at 2x the target, and a brand reframed.

Jordan Brand Women

Served as Influencer Marketing Lead for FITTINGROOM23, Jordan’s first women-led creator program, built to shift brand perception from “Jordan for shoes” to “Jordan for style.” Managed end-to-end summer campaign lifecycle. Delivered 2.52M impressions at 2x campaign target, driving 78K+ clicks to Nike.com and LTK.

Experience rooted in strategy and hospitality.

Hennessy

Led the creative hospitality vision for a trade-focused dinner at Tales of the Cocktail, serving as both creative strategist and culinary operations. Supported production of two immersive 40-person seatings with event copy, storytelling, and culinary partnership led end-to-end.

Additional case studies available upon request.

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People sitting at a long dinner table during a celebration, with drinks, dishes, and utensils, in a dimly lit room.
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People celebrating a brand dinner at a festive table with various foods, drinks, and decorations, including a small lit candle on a cake.
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People gathered around a wooden table sharing a meal, with dishes of rice, bowls of food, wine bottles, flowers, and a smartphone on the table.

What People are Saying

"Shanika took a holistic approach, supporting us across marketing, press events, and communications, and she built genuine relationships with journalists that have extended well beyond our time working together."

Gina Fuchs, Director of Marketing, The David Prize

"An impressive balance of autonomy and collaboration, fostering trust while navigating various internal stakeholders."

Danielle Tin, former Account Director, Giant Spoon

Get in Touch

Book a 1:1 fit call. We’ll talk through your goals, what’s standing in the way, and whether we’re the right partnership for this moment.

Book a Fit Call
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FAQ

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  • Start with a call. I take the time to understand your business, where you are, and what you’re building, then assess whether we’re a right fit. We work with a select number of partners each year, so alignment matters as much as timing.

  • Engagements are customized to your objectives, scope, and timeline. I work through retainers for ongoing strategic partnership, or project-based engagements for defined initiatives like launches and campaigns. Reach out and we’ll find the right structure.

Let’s Work Together