PAIGE VANDERLEEST

I led the social reimagination of Taco John's from late 2024 through 2025, developing a holistic strategy to evolve the brand’s voice across digital and in-store.

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Through audience analysis, I identified emerging segments drawn to surreal, offbeat, and self-aware content—shifting our creative approach to better align with platform-native behavior. This pivot drove a 43% year-over-year increase in engagement, alongside a major lift in community interaction. I also introduced a proactive community management strategy across TikTok and Instagram, turning the comment section into a core engagement channel.

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To deepen brand affinity, I built a participatory ecosystem rooted in inside jokes, fan recognition, and surprise-and-delight moments—transforming followers into an active, loyal community.