Alexandra Greene operates at the evolving intersection of culture, media, and consumer behavior- building for the moments when industries shift.
A global marketing and creative innovation leader, Greene has led culture-shaping work across entertainment and technology for nearly two decades. At TikTok, she pioneered the platform’s Creative Innovation discipline, helping shape a new era of creator-led marketing for global brands. Her work ranged from architecting TikTok In The Mix, the platform’s first-ever global live concert, to leading creator-driven campaigns that generated billions of impressions, reshaped social commerce strategy, and established new models for audience participation at scale.
Her work spans some of the industry’s most culturally resonant campaigns and experiences- including American Express’ Emmy-winning UNSTAGED series, campaigns for HBO programming- including Game of Thrones at the height of its global phenomenon- and a Jameson Irish Whiskey platform that famously bought America a round of drinks on St. Patrick’s Day. Several of Greene’s creator-led campaigns have transcended the platform itself, including a global beauty product launch that became an organic phenomenon in France. Her work has been recognized by the Emmy, Clio, Effie, and Webby Awards.
She believes the gap between a campaign and a cultural moment is smaller than most marketers think- and wider than most brands are willing to go.