Farrell joined TikTok nearly six years ago, starting on the company's Latin America marketing team before shifting to its operations division and later taking over as global creator lead in late 2023. In December, she helped organize TikTok's first awards show for creators at the Hollywood Palladium theater in Los Angeles. Prior to TikTok, Farrell worked in marketing at Booking.com and Google.
According to McKinsey, fewer than one in three organizational transformations actually succeed in improving performance and sustaining those gains, even when leaders are well-intentioned and highly motivated.