SHANIKA HILLOCKS
is an independent brand strategy and marketing consultant with nearly two decades of experience operating at the intersection of hospitality, culture, and consumer brands. Based in New York City, she partners with owners, operators, and teams across hospitality, wine & spirits, CPG, beauty, and large-scale events to build brands that are culturally intelligent, commercially sound, and built for longevity. Over the course of her career, Shanika has advised and collaborated with brands and institutions including Resy, Target, Walmart, Blue Note Entertainment Group, and The Basquiat Family Estate, among others. Her work spans across brand positioning, narrative development, influencer strategy, and go-to-market counsel, offering supporting brands through pivotal moments of growth, launch or reinvention.
A recognized tastemaker with roots in New York’s hospitality ecosystem, Shanika has contributed editorially to Condé Nast Traveler, Thrillist, and Esquire, and is the creator of Let’s Eat, a widely recognized NYC food guide developed in partnership with Apple Maps. In 2021, she was named a Wine Enthusiast Top 40 Under 40 Tastemaker, recognized for her influence and impact within the industry.
After years in both agency and in-house PR roles, Shanika grew disillusioned with transactional models that prioritized visibility over values and relationships in name only. She founded Shanika Hillocks Inc. to offer a more intentional, human-centered approach to brand strategy—one rooted in cultural intelligence, trust, and long-term partnership. Today, she works selectively with clients who value discernment, clarity, and sustained brand equity over short-term hype.
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