Sweet success meets smart strategy as ADWEEK sits down with Melissa Ben-Ishay, the visionary behind Baked by Melissa—the cupcake brand that became a full-blown cultural phenomenon. What started as a side hustle has grown into a social-first sensation, fueled by personality-driven content, scrappy storytelling, and a deep understanding of what audiences actually crave. Hear Melissa share her journey of building in the age of social, from viral recipe videos to community-first growth, and how she turned herself into a powerful extension of the brand. Take a bite out of her insights on turning passion into profit, showing up authentically online, and why sometimes the most effective marketing strategy is simply being yourself.