Lauren Edelstein

About Lauren Edelstein

With 20+ years in digital media and marketing, I specialize in building brand presence on TikTok - from paid media and organic content to influencer and brand partnerships and TikTok Shop strategy. As Head of TikTok at Beam, I oversee the full channel: paid, organic, creator/influencer, and TikTok Shop. Before this, I spent nearly 5 years at TikTok as Team Lead for Beauty & Personal Care, where I partnered with top brands to drive measurable growth in user acquisition and both online and offline sales. My career spans major platforms and verticals including eBay, Hulu, and early-stage startups, giving me fluency in e-commerce, subscription media, sponsorship sales, and experiential marketing. Core strengths: TikTok strategy · Social commerce · C-suite relationships · Brand partnerships · Digital media sales · Influencer/creator programs · Cross-functional team leadership MBA, UCLA Anderson | Certificate in PR & Entertainment Publicity, UCLA Extension Open to advising, speaking, and select consulting opportunities in social commerce and creator economy.

Experience

1. Head of Tiktok (Senior Director)

   Beam

   Jan 2026 — Present · Austin, TX, US

   Channel GM: Oversee full-funnel TikTok strategy and revenue including paid media, organic content, influencer/creator/brand partnerships, and TikTok Shop•Lead cross-functional collaboration between marketing, creative, and e-commerce teams to align channel strategy with brand goals•Manage TikTok influencer, affiliate and creator program, including talent identification, contract negotiation, and campaign execution•Drive TikTok Shop strategy from product selection through to conversion optimization•Develop and implement brand voice and content strategy tailored to TikTok\'s algorithm and audience behavior•Unlocked and executed a TTS New Arrivals campaign in first 90 days including a co-branded SXSW activation at the Kendra Scott flagship store

Education

• UCLA Anderson School of Management

  Master of Business Administration (MBA)

  2013 — 2015

• Menlo School

  High School Diploma

  1997 — 2001

• UC Santa Barbara

  B.A, Sociology, Spanish, Sports Management

  2001 — 2005

• UCLA Extension

  Certificate in Public Relations, Entertainment Publicity

  2009 — 2013

Skills

• Business Development
• Digital Marketing
• Microsoft Office
• Sales
• Cross-Functional Team Leadership
• Marketing Strategy
• Display Advertising
• Strategy
• E-Commerce
• Product Marketing
• Social Networking
• Management
• Marketing Communications
• Facebook
• Digital Media
• Digital Strategy
• Project Management
• Crm
• Entertainment
• Strategic Partnerships
• Social Media
• Online Marketing
• Editing
• Social Media Marketing
• Product Management
• Analytics
• Public Relations
• Business Strategy
• Marketing
• Public Speaking
• Leadership
• Integrated Marketing
• New Media
• Display Campaigns
• Advertising
• Online Advertising
• Blogging