Lauren Powell leads Social Insights globally for TikTok; which means she leads measurement of owned social channels as well as social listening (aka making sense of online conversations). As a part of the marketing research team, Lauren ensures that every part of TikTok's marketing strategy is rooted in data & insights; and that outputs are tied to key business metrics. In her decade of experience prior to TikTok, Lauren built and led Social Insights divisions for PepsiCo and Anheuser Busch, which included leading analytics and listening for 6 Super Bowl media war rooms.