Jacob Wallach

I joined TikTok in 2020 advising brands like Mars, Campbell's, Hershey’s, and Coca-Cola—helping them answer key questions like:

• How do we actually work with influencers?
• Should we be making content ourselves?
• And how do we build real impact on this platform?

Now, I create content myself under the name Excel Daddy, with an audience of ~500K followers on TikTok.

So I’ve seen this world from multiple sides: as a platform insider, as a brand consultant, and as a creator.

Through interviews and content, I now dive into the real nuance behind social media strategy, creator partnerships, and what it actually takes to win on these platforms.