Amy Bradshaw, General Manager at TikTok AUNZ, joins Robyn Foyster to share her journey from leading global teams at VaynerMedia to driving creativity and innovation at TikTok. Discover how she’s shaping the future of digital storytelling — and empowering more women to lead in tech.
When Amy Bradshaw, General Manager of Global Business Solutions for TikTok Australia, began her career, she wasn’t thinking about algorithms or analytics.
“I didn’t start in tech,” she laughs. “I started in media, working for agencies like Gary Vayner at VaynerMedia. Gary always focused on driving business outcomes, not just winning awards — and that mindset completely shaped how I approach technology today.”
Her transition from agency life to tech was organic. “We were early adopters of TikTok as a client, and I could see how the platform drove meaningful results. At first, people thought it was just a space for dancing videos but we showed that it could deliver real, measurable business impact.”
“You don’t have to be an engineer to work in tech.
If you understand people, creativity, and business, you can make an incredible impact.”
— Amy Rachel, GM Global Business Solutions, TikTok Australia
From Gen Z to Every Generation
“When we started, TikTok was seen as the entertainment platform for Gen Z,” says Amy. “Now, our fastest-growing segment is over 45. Financial services, major banks, and legacy brands are all using the platform. In five years, we’ve grown to more than 500 staff in Australia and become truly multi-generational.”
Amy attributes this to TikTok’s startup spirit. “We have a motto — It’s Always Day One. It means staying hungry, innovative, and open-minded, no matter how big we get. We hire for grit and ambition, not just years of experience. We want people who think about what’s next.”
Amy Bradshaw On Where Creativity Meets Commerce
TikTok has become a playground for brands to express their personality. “I love seeing brands come alive here,” says Amy. “HiSmile, for example, is an Australian brand taking on legacy giants in oral care — they’re bold, relatable and smart about engaging with the TikTok audience.”
Luxury brands are also finding new audiences. “We’ve seen high-end houses collaborate with niche creators — even one famous for train videos! It worked because it felt authentic. That’s the magic of the platform — connecting micro-communities through shared creativity.”
“TikTok lets brands show a more playful, human side, it’s where authenticity drives engagement.”
The Future of Brand Storytelling
“Episodic content is huge,” Amy says. “Short, 30–60 second series that keep people coming back. It’s entertainment-driven storytelling that builds real connection.”
But she’s quick to note that structure still matters. “You don’t need to abandon your brand identity. Use your colours, sonic branding, and logos — just do it in a way that feels native. It’s about showing you understand the community rather than forcing a message.”
Women Leading in Tech
Amy’s career reflects the evolving definition of women in technology. It’s clear from Amy you don’t have to code to make a difference in tech. What matters is curiosity, creativity, and understanding how technology impacts people’s lives. That’s where the innovation really happens.
Her journey — from New York’s agency world to leading one of the most dynamic tech companies in Australia — is a reminder that tech leadership is about mindset, not job titles.
Stay open. Stay curious.
And as Amy says always “act like it’s day one.
Watch the full interview here:
The post From New York to TikTok AUNZ: Meet Amy Bradshaw first appeared on Women Love Tech.
