EVENT SUMMARY One of the biggest risks on social today isn’t missing a trend—it’s forcing one. By moving beyond chasing what’s popular and instead using trends as a strategic tool, brands can strengthen relevance, credibility and performance with intention, not impulse.
This session will offer a clear, repeatable framework for deciding when to lean into a trend and when to sit it out, so your brand shows up as culturally relevant without feeling forced or tone-deaf. You’ll leave empowered to confidently pursue the right trends and push back on the wrong ones, grounded in audience insight, brand fit and algorithmic impact.
KEY TAKEAWAYS Reframe the role of trends from fleeting moments to a strategic lever that supports your broader social goals when used with intention
Learn a fast, repeatable way to evaluate trend fit so you can ensure audience relevance and brand alignment before investing time or resources
Build confidence in your decision making, allowing you to thoughtfully merchandise trends and clearly articulate when and why to pass
ABOUT OUR SPEAKERS Kat Graham, Account Executive, PR, Social & Content – Hiebing Chicago-area native Kat Graham has built her career around her multidisciplinary interests in storytelling, digital culture and strategic problem-solving. She graduated from Gonzaga University in 2020 with a degree in public relations and has a certification in UX/UI design from Northwestern University, bringing a user-centered lens to her social and content work.
Kat joined Hiebing's PR, Social & Content team in 2024, leading and supporting social media strategy, PR and content development and community management for national brands across the construction, manufacturing and industrial industries. Her work spans paid social campaigns (including copywriting and ideation), influencer program support and long-form content—helping brands show up online with intention, consistency and cultural awareness.
Outside of work, Kat is active in the local music scene and creative community and is always finding inspiration at the intersection of art, music, history, culture and digital connection.
Bri Ugalde, Senior Account Executive, PR, Social & Content – Hiebing
Southwest Wisconsin native
Bri Ugalde has built her career around her interest in storytelling, culture and the way people connect with brands. She graduated from Edgewood College with a degree in Communication, with an emphasis in Message in the Media, and a minor in Business, bringing both strategic thinking and creative perspective to her work.
Bri joined Hiebing in March 2025, where she initially worked on the brand development team on the B2B side. She has since returned to her roots in social and content, where she now leads social media and content strategy in the B2C space, helping brands create work that feels relevant, engaging and true to their audience.
Outside of work, Bri spends her time exploring creative outlets including painting and portrait photography, and finds inspiration through travel, culture and visual storytelling.
Hosted by Social Media Breakfast Madison
