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It all began with a DM.
On a fine fall day in November last year, CEO of kitchenware company Made By Gather, Shae Hong, messaged TikTok influencer Sophie Jamison, or Sophie Lightning, via her TikTok page. The message was about hiring Jamison as the brand’s full-time chief TikTok officer for all of Made By Gather’s brands, including Beautiful with Drew Barrymore, Bella, CRUX and CRUXGG with Ghetto Gastro.
A dedicated chief is a deviation from the marketing across Made By Gather’s other social media platforms, where social media managers head up each brand’s profile.
But, “TikTok is something super disruptive and different,” said Hong.