Atreya Sinha

About Atreya Sinha

I love working with talented teams to turn big ideas into tangible solutions that make a difference for users. Whether it’s strategizing with designers, developing intelligent tools alongside data scientists, or refining systems with engineers, I take pride in fostering collaboration and buy-in to deliver impactful results.I’ve been fortunate to work across B2B, B2C, and, most recently, in the space between the two as a product manager on TikTok Branded Mission—a new ad product that enables advertisers to achieve impactful, platform-wide engagement through crowd-driven campaigns and drive authenticity at scale.My current role, leading creator-side growth and monetization initiatives for Branded Mission, has me balancing advertiser goals with creator-growth programs. It’s been thrilling to drive marketing outcomes for some of the world’s biggest brands while also providing monetization opportunities for early-stage creators and building a sustainable, global creator community for our product.Highlights: Growing Branded Mission, a groundbreaking ad product that enables brands to crowdsource creative content and run campaigns with thousands of creators simultaneously.🧠 Leveraging AI tools reduce operational bottlenecks, streamline campaign ideation, and build robust content moderation systems to ensure brand safety. Drive policy changes, content labeling modifications, and process improvements in partnership with legal, policy, and music rights teams across NA, EU, LATAM, and APAC to reduce campaign setup times and ensure compliance with global regulations while maintaining commercial viability for advertisers.Let’s connect to discuss how I can bring this approach to your team’s next big innovation.

Experience

1. Product Manager - Monetization, Creators

   TikTok

   Jul 2024 — Present · NY, US

   Lead PM overseeing all creator side initiatives for Branded Mission, a unique ad product enabling advertisers to simultaneously work with thousands of creators mid-campaign flight to crowd-source creative• Product owner for a range of critical creator-related functions central to sustaining the Branded Mission product. This includes onboarding, matching, notifications, awareness, payments, and content moderation• Charged with numerous 0-1 product development initiatives including the scoping and launch of new Branded Mission product lines, and development of AI Campaign Ideation tools

Education

• The Shri Ram School

  International Baccalaureate

  1999 — 2013

• Wesleyan University

  Bachelor of Arts - BA, Economics & Mathematics Double Major

• Northwestern University - Kellogg School of Management

  Master of Business Administration - MBA

• Northwestern University

  Master of Science - MS, Design Innovation