Her Story
About Charlotte
My career has been quite a journey across continents and roles. I've been focused on social media and e-commerce for the past 5-6 years, though before that I worked in various marketing roles. Right now, I'm a Category Creator Specialist at TikTok Shop, where I've been for nearly 2 years. My role is essentially being a matchmaker and affiliate strategist for brands selling on TikTok Shop, working between the creator community and brands, specifically within personal care and beauty. It's like being a jack-of-all-trades because I have to be a community manager, product manager, and strategist all at once, building success for brands through creators on this affiliate-driven platform. I work with amazing brands like Fenty and L'Oreal, but I also get to help small to medium businesses and mom-and-pop shops find success on the platform, which is the beauty of TikTok Shop. Before joining TikTok Shop, I worked on the agency side for nearly 3 years at Studio 3 Marketing, a digital marketing agency based in Florida that predominantly works with clients in the medical space. I specifically worked on their team that dealt with e-commerce brands, driving their social media accounts, managing content strategy, and helping with creator marketing for beauty brands, healthcare companies, and a well-known airline called EDA Air. Prior to that, I moved to LA in 2020 to work at OM Digital, a content production company that made high-end content for social media by shooting influencers and celebrities at events in real time. My role there was helping with their social media presence and marketing as a B2B tool. Before moving to LA, I worked in various roles in business development and PR. I'm originally from Ireland, and my journey has taken me from Dublin to London to New York to LA and now Seattle. I always say Seattle is the most similar to Ireland with its rainy days and beautiful green scenery when the sun shines. When I was younger, I didn't know which area of advertising I wanted to work in, but I knew I loved creativity and working with brands to help them position themselves. Through working with a social media agency around 2018-19, I discovered I could mix my creative interests with marketing in this new way of positioning brands online. It's all been a trajectory leading me to where I am now, and I really enjoy my position because I get to work with both really large brands and smaller growing brands finding success on the platform.
Her Interview
Ten minutes with Charlotte
01What’s the best career advice you’ve ever received?
The best career advice I've ever received is that everyone has imposter syndrome and you're not alone. Sometimes people worry too much and think they can't do something just because they've never done it before, and they assume when they're on their own journey that they're the only one experiencing that feeling. But a wise friend once told me that when asked what my biggest neurosis was, I said imposter syndrome, because when you're in a big job and trying to figure it out, you think everyone else has it all figured out. But them saying everyone has it really humanizes the experience for you, and reminds you that not everyone knew where they were the minute they got an opportunity, and that everyone has to learn their role. Not everything is the same shape and size, and as you start growing within that space, of course you're going to become more knowledgeable and understand the flow better. But there's going to be a moment where you don't, so just trust your gut and your intuition, and keep forging forward, even if that little person in the back of your head says you can't. You actually can.
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