Professional experience
Bytedance | TikTok
Global Head of Content Strategy & Operations | Nov 2023 - Present
As part of the global monetization product & technology org, Adrienne leads the commercial product operations team responsible for building brand equity, driving product adoption, and providing creative insights and product operations across TikTok's creative product suite ($xB in ads revenue and creator payouts).
Select Accomplishments:
Landed successful launch of TikTok One, a creative suite of solutions that connect brands with creators, trusted agencies, and tech providers; exceeding client/creator recruitment goals
Launched TikTok Symphony, an innovative genAI product suite with mini-apps spanning ideation, production, and optimization. Generated 1K+ press stories with 99% positive/neutral sentiment
Founded TikTok Symphony Collective: AI Industry Advisory Board successfully recruiting CMOs/execs from brands like Mondelez, State Farm, NBA; agencies like OMD, Dentsu, Tinuiti, creators like David Ma, Drea Okeke, and Michelle Gonzalez
Led a global team who delivered key product initiatives such as a content understanding labeling system (label accuracy improved +8pp and search relevance improved +30pp)
Delivered growth strategy activations resulting in +20% increase in incremental revenue
Global Head of Operations, TikTok Creator Marketing Solutions | May 2021 - Nov 2023
Built and led a global team responsible for the TikTok Creator Marketplace (TTCM), delivering 10x GMV growth in <3 years. TTCM caters to 2M+ creators, a robust ecosystem of third-party partners, and brands and agencies spanning every size and vertical.
Select Accomplishments:
Built TTCM from 0-1. Drove 10x growth in GMV, 29x increase in completed orders, 30x increase in on-platform creators, and 6x increase in on-platform clients in <3 years
Hired, led, and developed the global operations team from 6 to 100+ people spanning advertiser operations, creator operations, product operations, product marketing, growth strategy across AMER, EMEA, and APAC regions
Launched industry level innovations including TTCM Match, Open Applications, Talent Manager Portal, etc.
Established effective demand-side product activation strategies resulting in +30pp increase in monthly active rate, 1.4x increase in completion rate, and 1.3x increase in retention rate
Developed a creator education program that drove 79% increase in creator revenue (post certification)
Improved support for creators, API partners, brands/agencies, and internal clients (+15pp increase in CSAT score)
Influential
Chief Operating Officer | Jun 2016 - May 2021
Built the operational infrastructure and developed the business strategy to achieve 10x revenue growth in <5 years, reach profitability, and become trusted by over 60% of the Fortune 500 as the leading influencer marketing tech-enabled agency worldwide. Influential was acquired by Publicis for $500M in 2024.
Select Accomplishments:
Oversaw $100M+ in revenue across campaign, SaaS, and intelligence offering
Led pre-sale planning/strategy resulting in sales win-rate >5x industry average
Delivered strong post-sale execution to achieve 80%+ retention rate and NPS scores 2x benchmark
Launched industry-leading attribution offerings including foot traffic, TV-tune in, sales lift, etc.
Tested and developed new monetization streams, contributing +20% incremental revenue
Navigated uncertainty during COVID, taking the challenge as an opportunity to expand and differentiate the offering, increase market share, while building a strong and resilient team culture
BuzzFeed
Head of Branded Video Operations | Jan 2015 - May 2016
Established the operations division for BuzzFeed Studios, including the functions of business operations, project management, creative resourcing, and client analytics. Productized the Branded Video offering and defined additional revenue opportunities. Oversaw the execution of 300+ cobranded video and editorial sponsorship programs for Fortune 500 clients, distributed across various platforms.
Director, Business Operations | May 2013 - Jan 2015
Formed the Business Operations team and developed the operational infrastructure to scale BuzzFeed's business from $20M to $125M in annual revenue in <2 years. Responsible for campaign operations, workflow/process development, and strategic business-wide initiatives which included international expansion efforts and new revenue streams such as branded video. Promoted and relocation to Los Angeles to lead branded video operations full time.
Jetsetter
Manager, Member Services | Mar 2010 - Aug 2012
Established the Member Services team, while overseeing all facets of contact center customer service, order management, and social media customer service. Created process and workflow to support business operations. Member Services team handled interactions in voice, email, chat, surveys, and social media for luxury travel market. Partnered with product to provide client feedback to enhance customer experience.
Gilt Groupe
Member Services | Sep 2009 - Mar 2010
Hired as part of the founding customer support team for Gilt Groupe. Provided operational support for all Gilt Groupe businesses as they came to be: Women, Men, Children, Home, and Travel. Provided real-time service during online flash sales, as well as post-sales support. Promoted to lead service team for Travel.
EDUCATION
Marymount Manhattan College | New York, New York
Communications, BA; International Studies, BA
East China Normal University | Shanghai, China
Council on International Educational Exchange: China in a Global Context
References
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Mike Wright - TikTok
“Adrienne joined TikTok to lead the Creator Marketing Solutions function towards the end of my time at TikTok, but even in our short time together she made a lasting impact. She is an incredible leader who takes a significant personal interest in each of her direct reports and close partners. I truly aspire to emulate her poise and effectiveness as a leader. Even after I left the company, she has generously offered her time and knowledge as a mentor. Anyone would be lucky to work on Adrienne's team.”
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Rachel Etheredge - Caltech
“Adrienne is one of the most detail & result-oriented people I've ever worked with. In our time working together Adrienne was patient (an incredible listener and calming presence), forthright when dealing with problems, pragmatic in her approach to department improvements, and most of all, a dedicated team-player. On a more personal note, my work ethic changed as a result of Adrienne's influence and that is no small feat - what an incredible human and colleague.”
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Eric Harris - Future
“Adrienne is a driven, hard working, passionate team player who was instrumental in helping me/us build, grow, and scale the business operations at BuzzFeed during a time of very high growth and change. Her attention to detail, operational focus, and dedication to improving how things are done made her the perfect person to form and lead a team of internal consultants who worked across the organization to improve workflows and processes, implement tools and systems, and provide project management and organization consulting. This team under Adrienne’s leadership was a key driver in helping us operate more efficiently and effectively.”
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Katherine Griffiths - Linkedin
“I had the pleasure of working with Adrienne for years, first at Gilt Groupe and then I referred her to BuzzFeed. She was instrumental in helping to develop many of the Operations and processes we use today. She excelled quickly at BuzzFeed starting in Account Management and went on to build Operational efficiency across departments. She is highly motivated, thorough, and hard working. I have no doubt that she’d be in asset to any team.”
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Deniece Roahrig - Spotify
“Adrienne has been a wonderful and insightful leader, not only within the Video Operations Department, but within BuzzFeed Motion Pictures as a whole. Adrienne is always very solution oriented and has effective solves for any problem. Adrienne continually leads by example through her dedication, drive and passion for the work that she does. Adrienne would be an outstanding asset to any team.”
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Huy Truong - Cloud Imperium Games
“I had the opportunity to work with Adrienne at BuzzFeed. She lead our department and helped stirred the ship as we rapidly scaled. What stood out for me about her is the integrity and loyalty she showed to myself as well as our team. No matter what, she supported and went to bat for us regardless of the situation. She is an incredible person and leader.”
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Joshua Jun - Nike
“I had the immense pleasure of working for Adrienne during my time at BuzzFeed Branded Video. She is an extremely intelligent, hard-working and kind individual that makes any team she's a part of/runs an efficient, high-output machine. I learned much from our time together and have successfully used those lessons in my future endeavours. I know she will only do more of the same for others wherever her career takes her.”
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Sheel Shah - Hearst
“I had the pleasure of working with Adrienne for over a year at BuzzFeed. She has proven to be a key contributor to our growth and has found ways to make an impact at each stage, which is not easy to do. In multiple capacities, she found ways to glue disparate teams together to ensure that the train stays on the tracks, no matter how fast it goes. She has a great pulse on what's coming next and is the right person to solve those problems before they happen. As a manager she allowed for a high-level of autonomy while providing guidance along the way, which is exactly the environment I excel in.”
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Alison Noel - Vox
“I worked with Adrienne for over a year, during her 4 years at BuzzFeed. Adrienne played a pivotal role in the development of the Branded Video department. She was 100% dedicated to her work and to her robust team. Her leadership was crucial in keeping the department productive as the company continued to scale in size and complexity. She was a pillar of stability to the team, as well as an all around pleasure to work with. Adrienne gets my vote for a wonderful human being, and a tremendous value to any team, any day.”
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Matt Little - Future
“I worked with Adrienne on a variety of projects aimed at transforming how the BuzzFeed business team functioned. She is an operational thinker with a penchant for process and attacks new challenges with vigor and tenacity. Adrienne is a team player who excels at collaborating to reach decisions and helped to lay the groundwork for how the team scaled our branded content operations.”
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Lisa Cho - NBC Universal
“I've had the pleasure of working with Adrienne in a few different capacities at BuzzFeed. She's helped develop and grow operations within a few different departments by understanding holistic needs across the organization. Adrienne created an invaluable framework that has been passed down to other teams over the past couple of years.”
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Stephanie Canora - Autodesk
“I worked on Adrienne's team at Jetsetter. In my experience, Adrienne as a manager has a talent at developing skills in each of her direct reports. She does this by identifying each person's skills, and then defining strategies and finding opportunities to foster and exercise those skills. This style builds responsibilities of each individual and then the team as a whole.”
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Jon Lee - Attentive
“I enjoyed working with Adrienne at Jetsetter. She and I worked on improving the tools used by the Member Services team (which she managed). She was great at distilling the most important use cases and requirements and gave me critical insight into what customers were saying about the Jetsetter product, what was confusing them, and what product improvements would save her team the most time.”