Her Story
About Elizabeth
I currently serve as a Category Manager on the Beauty team at TikTok, based in Seattle, Washington, where I specialize in the fragrance category. In this role, I manage a portfolio of approximately 16 brands on TikTok Shop, functioning in a capacity similar to an account manager. I partner closely with these brands to drive growth by facilitating product seeding with affiliates, coordinating participation in quarterly sales campaigns, and developing strategies to scale their monthly revenue to $65K or more.
In 2025, I generated $67 million in revenue, contributing to a total of approximately $120 million over my two-plus years with the company. My portfolio includes both relationship-driven accounts and brands assigned based on performance and business needs. In addition to account management, I actively lead business development efforts by identifying and onboarding new brands to TikTok Shop, and guiding them through successful launch and early-stage growth.
Her Interview
Ten minutes with Elizabeth
01What do you attribute your success to?
I think when I found the retail merchandising major in college, I kind of loved what it was, and I've always loved the industry that I was in as a consumer as well - I'm a big shopper and love beauty products. I work really hard, and when you find a place where you feel very valued and like all of your creative but also analytical side is being put to good use and you're seeing results, that continues to drive me forward. I've kind of always put a lot of worth into my career and it's been important to me. I started at the bottom with very low salary and low supporting roles, and the way that I've grown, the more you see you can do, I think that's what keeps me going forward, wanting to achieve more and more.
02What’s the best career advice you’ve ever received?
The best career advice I’ve received is to never burn bridges. The retail and e-commerce industries are highly interconnected, and professionals frequently move between companies and roles. As a result, it’s important to maintain strong, positive relationships with colleagues, managers, and partners at every stage of your career.
You never know when you may cross paths with someone again—whether as a collaborator, client, or hiring manager—so leaving a positive and professional impression can have a lasting impact. Building and preserving a strong network has proven to be invaluable for long-term career growth and opportunities.
03What advice would you give to young women entering your industry?
I would say just trust the process. I've had a lot of jobs in the past that have led me down roads that I wasn't necessarily expecting, or hit roadblocks that in the moment really get you down and make you feel like you're not good enough or you're just not on the path that you wanted, but everything happens for a reason. Everything that's happened in my early career led me to where I am now, and because of all that, I'm so grateful and appreciative of how far I've come, and I've learned so much from every good and bad experience. The grass is always greener on the other side when people are looking for new jobs or not happy where they are at, but I don't think that's always the case - it's always the outlook you have. Another important thing that I've learned over the time of interviewing and having different jobs is that in interviews, it's just as important for you to be interviewing them as it is for them to be interviewing you. I think we go into interviews like we want this job, they have all the power, but we need to make sure it's right for us, it's a good fit, and it's something that you're going to grow from and learn a lot. Making sure it's the right fit for you, not just an opportunity, is super important. I've taken jobs because that's the offer I get and it's not the right place for me, and that's how I've learned over time that it's really important that I go into the interview asking just as many questions or making sure it's right for me, not just taking a job because it's offered.
04What are the biggest challenges or opportunities in your field right now?
One of the most significant challenges in my field right now is the broader macroeconomic uncertainty, coupled with ongoing geopolitical tensions that directly impact global supply chains. For example, many of the brands I work with source products from the United Arab Emirates, particularly Dubai, and the current regional instability has introduced substantial risk around inventory availability and fulfillment timelines.
These disruptions create challenges not only in maintaining consistent stock levels but also in forecasting demand and planning promotional activities effectively. For brands operating on platforms like TikTok Shop, where momentum and consistent availability are critical to scaling, any interruption in inventory can significantly impact revenue growth and campaign performance.
05What values are most important to you in your work and personal life?
In my personal life, I place a strong emphasis on relationships—particularly with family and close friends. I value having a dependable support system and prioritize nurturing those connections, as they provide stability and perspective through both challenges and successes. I also highly value travel, as it allows me to experience new cultures, broaden my perspective, and continuously learn through new environments and experiences.
Professionally, I am most fulfilled in environments where my contributions are recognized and valued. I prioritize working within a culture that is respectful, motivating, and supportive—one that encourages collaboration and shared growth. Being part of a team that is collectively focused on development and success is especially important to me, as it fosters both personal and organizational advancement.
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