Growing up, kids are often told to get off social media and spend their time pursuing something more “productive.” Emily turns that myth on its head. As a social media enthusiast from a young age, she has harnessed her authentic passion for fashion, celebrities, and pop culture, turning it into a highly impressive career.
Growing up & Getting Started
Emily grew up just outside of San Francisco, in the Oakland Hills, before moving to Los Angeles for six years, where her career took shape. There, Emily attended USC, where she studied fine arts. Although her major didn’t directly align with her current work, it revolved around the realm of fashion and entertainment. During her college years, Emily immersed herself in various fashion internships, gaining valuable experience at PR agencies, fashion tech startups, and luxury fashion brands like Christian Louboutin and Ferragamo. These experiences allowed her to explore the ins and outs of the fashion landscape and connect with inspiring founders who had built successful fashion companies. After college, Emily’s journey led her to a prestigious celebrity PR firm, whose roster included clients such as Rihanna, Lady Gaga, and Will Smith. Eager to explore opportunities in the tech side of entertainment, Emily transitioned into creator partnerships, leading her to her current position at TikTok.
High School and Inspiration
During her formative years, Emily developed an interest in fashion, beauty, and the business of celebrities. Growing up alongside the rise of YouTube and influencers, she became captivated by the branding strategies employed by celebrities and was curious about their path to success. This curiosity, combined with her passion for fashion and beauty, played a significant role in shaping the trajectory of her career.
Female Empowerment in Influencing and Work
Emily believes that the influencer space and creator space are distinct realms. While the creator space generally exhibits a more balanced gender representation, the influencer space, particularly on platforms like Instagram and TikTok, predominantly caters to a female audience with a strong emphasis on fashion and beauty content. Another key difference between creators and influencers is that creators produce content for the sake of creating high-quality, professional-level content, while influencers focus on engagement and community, with the purpose of influencing their audience to do or buy something.
Emily sees social media as a powerful tool for women to share their stories, connect with audiences, and take ownership of narratives that were once considered taboo, such as motherhood, postpartum depression, and struggles faced during high school, like acne or body image. By facilitating meaningful relationships between platforms and influencers, Emily’s goal is to select talents who have compelling stories and make a positive impact, providing fans with opportunities to learn and feel truly seen.
Mentorship and Leadership
Navigating a rapidly evolving industry can be quite challenging, especially when it comes to finding mentors who possess firsthand experience in rapid industry evolution and are willing to establish a mentorship relationship. Emily is grateful for the amazing mentors who have guided her and helped her develop versatility and flexibility by encouraging her to see things from different perspectives. Recognizing the importance of representation, Emily emphasizes the importance of having diverse leadership at the top levels of companies, reflecting the diverse backgrounds and needs of employees, thus fostering an inclusive workplace. She acknowledges that while it is essential to feel represented, there are times when we must push through challenges, regardless of feeling unseen. Confidence, finding one’s voice, and recognizing the value one brings to the table are crucial components for career success, regardless of gender.
The Power of Womanhood in Emily's Work
Being a woman has been an integral part of Emily’s journey and starting her career at female-fronted companies provided a supportive environment that shaped her path. Instead of hindering her, Emily has found that being a woman has allowed her to bring a unique and valuable perspective to her work. She has found that women tend to bring a unique focus on social interaction, connectivity, and the pursuit of meaning. Throughout her career, Emily has had the privilege of working with a diverse range of talents, from A-list celebrities to emerging TikTokers, and has observed a common underlying theme—approaching all interactions with compassion. She believes that the inherent qualities often associated with women can positively impact her work, fostering deeper connections and creating meaningful experiences.
Advice to Younger Self and Power of Resilience
Reflecting on her journey from grade school to college, as well as her professional career, Emily acknowledges the importance of nurturing the things that bring joy and passion. Despite facing skepticism from others who deemed her interest in fashion and celebrity as materialistic and superficial, she would encourage her younger self to stay true to her passions and pursue whatever path she wanted.
To her younger self embarking on her professional career, Emily would tell herself that she is her own best advocate. Entering the workforce, she realized that knowing the right people often plays a huge role in creating opportunities. It’s easy to become frustrated and compare oneself to others who seem to have countless opportunities. However, Emily advises her younger self to tune out the noise and recognize that everyone is on their own, distinctive journey. By representing herself confidently and putting her best foot forward, she can open doors and create her own opportunities.
Another important lesson Emily would share with her younger self is fearlessness in the face of rejection. Rejection is an inevitable part of life and becoming accustomed to it is crucial. She encourages her younger self to be resilient, understanding that setbacks are part of the journey and not let them knock you down or make you give up.
Lastly, Emily emphasizes the importance of understanding one’s “why” when it comes to their career. In grade school, there is often a lot of pressure to follow a linear trajectory, but in creative industries, that’s not always the case. It's essential to piece together the puzzle of one's career, knowing what the desired picture looks like and understanding the underlying motivation. Whether it's money, a job title, or a sense of fulfillment, discovering one's "why" is crucial for long-term career satisfaction. For Emily, it meant having access to opportunities and experiences that would have otherwise been out of reach, such as interacting with celebrities or an insider perspective on the entertainment industry. While others may have different motivations, finding one's own "why" and staying focused on it is key.
Throughout her journey, Emily has learned the importance of embracing setbacks and accepting the inherent unpredictability of life. She has come to realize that career trajectories often don’t follow a linear path. Life is filled with both successes and setbacks, and it’s crucial to be resilient and persistent despite challenges. She has also learned the value of not being afraid to walk away from situations that don’t align with her goals or values, within and outside of her career. Turning an opportunity down can be really hard and requires a lot of courage, however, by saying no to certain things, unexpected doors can open, leading to new and exciting opportunities down the road.
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