Pragya Borar
New York
Summary
Global brand and content strategist with 10+ years of experience scaling tech, media, and consumer brands across the US, China, and India. Former TikTok strategist with a track record in brand storytelling, GTM enablement, social strategy, and integrated campaigns. Known for bridging strategy and execution across global teams to drive measurable adoption, engagement, and revenue growth.
Overview
10
10
years of professional experience
Work History
Global Creator & UGC Strategy Lead, TikTok For Business
TikTok
New York
05.2024 - 01.2025
- Directed creator-first video strategy for campaigns and product launches, licensing UGC and managing creative partners to drive a 20% lift in brand awareness across 5 key markets
- Built TikTok's first licensed UGC library (500+ assets) using proprietary trend-forecasting methodology, reducing campaign production timelines by 29% and setting new industry standard
- Led A/B testing framework for UGC performance optimization to improve campaign ROI by 35%
- Partnered with creative producers to brief and deliver campaigns with UGC/creator content tailored to advertisers, SMBs, and agencies, managing end-to-end production workflows
- Showcased UGC strategies and creator economy insights at 10+ global conferences, establishing TikTok's industry thought leadership position
Global Content Strategy & GTM Lead, TikTok Academy
TikTok
New York
02.2023 - 04.2024
- Developed 'Learn-Apply-Scale' methodology for global product education, launching 37+ courses and 15+ webinars that scaled to 90K+ users across 30+ countries
- Directed cross-functional team of producers, designers, and SMEs using agile project management, delivering localized learning content with 95% on-time delivery rate
- Built comprehensive analytics dashboard (Google Analytics, Intellum, custom SQL queries) to track user journeys, identifying content gaps and optimizing engagement funnels
- Launched in-person training programs using behavioral psychology principles, contributing to 25% lift in product adoption and $10M+ revenue impact
- Pioneered hybrid learning model combining digital and experiential elements, later adopted across ByteDance's global training initiatives
Senior Brand Strategist, TikTok For Business
TikTok
Beijing
03.2020 - 01.2023
- Developed comprehensive brand strategy, architecture, and positioning framework for TikTok for Business; created platform and product playbooks adopted globally, contributing to $1B+ in assisted revenue
- Built flagship campaigns and narratives including 'Don't Make Ads. Make TikToks' methodology, AlwaysOn framework, and purpose-driven marketing playbook, driving 93% brand awareness lift
- Launched TikTok's first external-facing Insights Platform (9K+ insights, 189K+ visitors) with comprehensive content ecosystem, influencing $500M+ in advertiser investment decisions
- Drove research initiatives including Path-to-Purchase studies and multi-channel attribution modeling, generating 80K email opens, 4K+ qualified leads through marketing automation
Social & Digital Content Lead
MeetSocial
Beijing
11.2017 - 11.2019
- Led social-first campaigns for tier-1 brands (Anta, Oppo, CGTN, Huobi) using community sentiment analysis and social listening tools, delivering 35% engagement lift and 40% average follower growth
- Implemented data-driven content strategy using Sprout Social and Brandwatch analytics, optimizing posting schedules and content mix based on audience behavior patterns
Digital Marketing Manager
D-Link
Taipei
03.2017 - 08.2017
- Built D-Link's LinkedIn presence from 0 to 7K followers in 6 months using B2B growth hacking methodology and managed website content strategy with SEO optimization, driving 11% traffic increase.
Marketing Communications Specialist
THINKTANK.COM.TW
Taipei
02.2016 - 01.2017
- Produced marketing assets and pitch decks, enabling funding and press visibility.
Content Marketing Specialist
Perfect Corp.
Taipei
10.2015 - 01.2016
- Created localized blog and social content across five markets, generating 20K app downloads and driving a 10% increase in organic blog traffic.
Marketing & Community Engagement Associate
Financial Data Technologies
Taipei
04.2015 - 09.2015
- Expanded FDT's Forex trading app presence in India through social campaigns, in-app contests, and brand ambassador programs.
Education
Bachelor of Technology (B. Tech) - Information Technology
Mody Institute of Technology And Science
India05-2012
Accomplishments
- $1B+ Revenue Impact, Led brand strategies and GTM initiatives that directly contributed to assisted revenue growth
- 93% Brand Awareness Lift, Developed flagship brand narratives that significantly elevated TikTok for Business market positioning
- Cross-Functional Leadership, Led projects across 30+ countries, coordinating with global teams to deliver scalable solutions
- Platform Innovation, Built TikTok's first external Insights Platform and licensed UGC library, setting new industry standards
- Global Platform Impact, Built TikTok Academy scaling to 90K+ users and Insights Platform reaching 189K+ visitors
Thought Leadership & Speaking
Industry Publications: Featured TikTok Insights Platform (In Social Media Marketer), Don't Make Ads, Make TikTok Campaign (In Drum), TikTok Path to Purchase Retail Research Study (in Adweek, Marketing Land, Social Media Today)
Panel Guest: 'Creatively Re-imagining Purpose-Driven Marketing' (IAB X TikTok)
Skills
Brand & Content Strategy, Cross-functional Leadership, GTM Enablement, Global Team Management, P&L Responsibility, Integrated Campaigns, Product Marketing, Social Media Marketing, Google Analytics, SQL, Tableau, A/B Testing, Performance Analysis,Trend Forecasting, Consumer Insights, Social Listening, Competitive Intelligence
Technical Tools: Ads Manager (Meta, LinkedIn, X, TikTok), Salesforce, HubSpot, Asana, Jira, Figma, Looker
Awards
TikTok ByteStyle Award - Be Candid & Clear(2021)
Timeline
Global Creator & UGC Strategy Lead, TikTok For Business
TikTok
05.2024 - 01.2025
Global Content Strategy & GTM Lead, TikTok Academy
TikTok
02.2023 - 04.2024
Senior Brand Strategist, TikTok For Business
TikTok
03.2020 - 01.2023
Social & Digital Content Lead
MeetSocial
11.2017 - 11.2019
Digital Marketing Manager
D-Link
03.2017 - 08.2017
Marketing Communications Specialist
THINKTANK.COM.TW
02.2016 - 01.2017
Content Marketing Specialist
Perfect Corp.
10.2015 - 01.2016
Marketing & Community Engagement Associate
Financial Data Technologies
04.2015 - 09.2015
Bachelor of Technology (B. Tech) - Information Technology
Mody Institute of Technology And Science
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