Emily Anderson is the Global Brand Strategy Lead at TikTok, where she shapes go-to-market strategy for the platform's creative products. With backgrounds in writing, content strategy, and product marketing—and having been chronically online since 2005—she has developed deep expertise in what makes stories succeed on digital platforms, and how brands and creators can capture that impact. At TikTok, her work focuses on how creators drive growth across the funnel and why their role is central to the future of marketing.