Her Story
About Amy
I'm currently the Head of Creator Go-to-Market at TikTok, where I've been for almost 3 years. In this role, I'm in charge of all creator go-to-market messaging, whether it's policy updates, new product features, or conversion-driven activities. My target audience is all TikTok Shop creators, which includes more than 6 million users on the platform. My mission is twofold: first, to educate the market about the value of TikTok Shop creators and inspire and encourage more users to become shop creators, and second, to educate more creators to help them grow in their TikTok Shop journey. To achieve these goals, I leverage both in-app and out-of-app resources, including online and offline events, matchmaking events, and marketing activities such as large-scale productions collaborating with Warner Bros. to showcase our shop creator value. I also manage TikTok-owned social media channels like the TikTok Shop Creator official account. One of my most notable achievements was breaking the record of TikTok Shop by achieving $2 million of sales in one live streaming event, which involved all of the strategies, merchandising, and promotions for the live streaming. That record still stands in the U.S. market today. Before joining TikTok, I had my own entrepreneurship project, and I earned my Master of Science in Digital Media from USC, which led me to the digital media field and ultimately to where I am right now.
Her Interview
Ten minutes with Amy
01What do you attribute your success to?
I think I will attribute it to all the support that I got. I wouldn't be here today without a support system. That includes all of the education that I was very privileged to receive, the support and mentorship that I got along the way in the company and in school, and all of the other encouragements from a very positive support system I had. So, honestly, just credits for my circumstances, and I was just lucky to leverage the resources I have at my disposal and try to maximize whatever gift and talent I have. But yeah, I think your environment plays a key role into shaping who we are.
02What’s the best career advice you’ve ever received?
I think the most important thing is to be strategic. Because you're navigating an environment that's not just about delivering good results, but also dealing with complicated relationship networks. Being able to understand what leadership wants and how you understand the business in general really helps you to prioritize your daily tasks. And also to help you vocalize your contribution more clearly, if you know what is important and what is valuable that you contribute to your working environment. So, that means you have to have a macro understanding of what the business pain point is. And the second is being able to translate what the leadership wants into your own evaluation of how you most effectively deliver the results. At the same time, make sure it aligns with your core values. So, be strategic and be able to prioritize, this is key.
03What advice would you give to young women entering your industry?
I would say try to have a very sober mind, because we're living in the age of information explosion, and then try to be critical and have independent thinking skills, and evaluate the macro environment when you're getting into the business. Because even though it's a relatively new business, no matter if it's in discovery e-commerce, or social commerce, or just social media in general, it's always evolving. But it's deeply tied to our consumer psychology, and how the economy and the society is evolving in general. So, always keep a macro perspective, and keep independent thinking skills.
04What are the biggest challenges or opportunities in your field right now?
I would say discovery e-commerce is still relatively new in the U.S. market, even though we see great success and fast growth in shoppable content. We're still shaping a new consumer behavior, so it's still at its early stage, and definitely needs more time to create a robust infrastructure and a healthier ecosystem from the seller's side, the creator side, and the consumer side. In terms of AI, I don't think it's particularly challenging at this moment, because we do see the trend that our users create more honest reviews and real-person interactions than ever because of this kind of artificial content. I think, generally, it has a positive impact in terms of increasing the productivity from the corporate side. But it's an inevitable trend as a society as a whole, where any social media company has to handle. We, as a platform, definitely have a responsibility, or have strategies and approaches to prevent the negative impact and try to guide the users and guide the company direction into a more positive one where we can leverage AI more than being threatened by it.
05What values are most important to you in your work and personal life?
Authenticity, that's the biggest thing, and integrity. I try to have a very clear value and belief system, and being able to make sure all of the things, behaviors, actions, and including how you handle relationships align with your core values. And that's how I define integrity. And authenticity is just, even though we're living in a world with a lot of unwritten rules, but no matter if it's handling relationships or doing your work, try to be as honest, as candid as possible with yourself and with people around you. That's two things.
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