‘We don’t have a social media strategy’: How Baked by Melissa’s CEO and co-founder Melissa Ben-Ishay went from founder to influencer

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With so many changes happening across the digital marketing landscape, sometimes the best strategy is to have no strategy at all — at least when it comes to social media, according Melissa Ben-Ishay, co-founder and CEO of dessert company Baked By Melissa.

Instead, Ben-Ishay props her phone up on her kitchen counter at least once a week, where she walks her TikTok followers through everything from how to make crispy rice to gnocchi, and, of course, a catalog of desserts.

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