Her Story
About Alyssa
I’ve been in the Entertainment & Tech industry for 5+ years, starting my career shortly after graduating from Texas Tech with a degree in Creative Media. I’ve always been drawn to social media and content creation, which led me to TikTok, where I joined as an entry-level hire on the advertising team. Being one of the first hires on the team gave me early exposure to project management and training as we scaled quickly.
Since then, I’ve grown across multiple roles and later stepped into a program manager role, leading initiatives end-to-end and bringing my perspective into the work with strong leadership.
Today, I’m a global program manager, focused on building scalable content that supports advertisers worldwide. It’s been a full-circle path that aligns closely with my passion for creative media and meaningful communication.
My background in creative media naturally led me to this space, where I’ve been able to create content that reaches a global audience and lives across multiple TikTok products. In my role, I manage TikTok’s ad policy social presence, growing the account from zero to over 7,000 followers while developing content that is both informative and engaging. I’ve also contributed to AI-generated content initiatives, with a focus on scaling and localizing content across markets - building a strong understanding of cultural nuance and global communication.
As a graduate student studying Strategic Communication, I’ve become even more intentional about how I approach this work. I’m especially interested in how complex information can be translated into clear, accessible messaging that resonates across audiences. This intersection of creative media, global communication, and strategy continues to shape both my professional growth and academic focus.
Her Interview
Ten minutes with Alyssa
01What do you attribute your success to?
I’d say my biggest inspiration comes from how I was raised and the work ethic my parents modeled every day. They came to the U.S. from Mexico at a very young age and had to learn how to navigate everything on their own as first-generation immigrants. Watching them push through those challenges and still build successful lives has shaped how I approach my own path.
Seeing what they were able to achieve, despite the odds, motivates me to carry that forward in my own way. My path looks different, but their story pushes me to aim higher, take on the unknown, and create opportunities that continue to build on everything they started.
02What advice would you give to young women entering your industry?
To succeed in this industry, adaptability and a willingness to embrace the unknown are crucial. Working at a dynamic and innovative company like TikTok often means tackling unfamiliar tasks. However, the key is to approach these challenges with a mindset of jumping in without overthinking or overcomplicating things. Embracing ambiguity and diving into the unknown can be the most effective strategy.
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