Allison is currently the IMC Lead for Verticals at TikTok where she responsible for building the strategic GTM approach for Verticals to drive business impact, amplify TikTok’s key narratives at scale and continue to highlight the value and impact TikTok-first creative can drive on/off the platform.
Pivoting into the Tech Industry in 2022, Allison has established herself as a leader at the intersection of creative and culture. During her first two years at TikTok, she established relationships with 150+ creative agencies where she supported their adoption, creation and development of campaign work for their clients. She was uniquely positioned to support the creative agency community across North America as she had spent the first decade of her career in Client Services where she built a reputation as a trusted client partner who thrived solving problems and challenging the status quo. Partnering with iconic Canadian brands to amplify their ethos across the country and around the word including Canada Goose, lululemon, Sport Chek, TD Bank and Tim Hortons. Two noteworthy campaigns include the Sport Chek #MyNorth campaign (2015) and supporting Canada Goose with their global Footwear launch (2021).
Outside of work Allison Is committed to supporting the next generation of talent for the Advertising & Marketing industry. She led the partnership between TikTok and Ad Age to relaunch the global Ad Age Young Creative Contest for Cannes in 2022 and 2023 which moved past spec work, asking entrants to submit a TikTok to answer a relevant industry question. And she is now a sponsor and mentor for McMaster University’s MARS Apprentice Program, the very program that helped her land her first job post grad.
