Career Growth Advice from Jodi Porter, TikTok Vertical Director | Career Tips for Women in Business and Tech

2B Bolder Podcast – Episode 134
Featuring Jodi Porter

Episode Title: #134 Culture and Creativity Collide: Jodi Porter Reveals TikTok's Impact on Traditional Industries

Host: Mary Killelea
Guest: Jodi Porter


Mary Killelea: Hi there, my name is Mary Killelea. Welcome to the 2B Bolder podcast, providing career insights for the next generation of women in business and tech. 2B Bolder was created out of my love for technology and marketing, my desire to bring together like-minded women, and my hope to be a great role model and source of inspiration for my two girls and other young women like you. Encouraging you guys to show up and to be bolder and to know that anything you guys dream of, it's totally possible. So sit back, relax, and enjoy the conversation.

Hey there. If you think TikTok is just for dancing and trending sounds, think again. Today's guest, Jodi Porter, is helping major industries like automotive, finance, and healthcare rewrite the rules on how to show up, connect, and drive real results on the platform. As a vertical director at TikTok, Jodi leads the teams behind the scenes, working with brands to spark creative breakthroughs and rethink what performance looks like in a world where consumers care about culture and discovering brands through social engagement. Jodi has 20 years of experience and a career that crossed agency platforms and digital innovations. And I am so excited to have her here, hear about her journey, and learn some of the behind-the-scenes TikTok stuff. So Jodi, thanks so much for being here.

Jodi Porter: Oh, thank you so much. It's great to be here.

Mary Killelea: Okay. Well, I'm a lover of marketing, so this is going to be quite exciting. But take us back to the beginning of your career path and kind of what sparked your interest in marketing and advertising.

Jodi Porter: Well, you know, I was lucky enough to grow up in the Midwest and have an amazing professor at Michigan State. So, I have to give them props for getting me excited about it in the early days of college and a fun win in an AAF competition really sparked my interest in advertising. But when I got into my first, you know, early days of a career at agencies, I learned pretty quickly working at YNR and Goodbye Silverstein Partners that it's less about the selling element of advertising and more about the storytelling. So, what really got me excited about this is just what makes people notice, feel, and act and that spark of connecting a brand with real people.

Mary Killelea: I love that. That is so true. Especially today, I think storytelling is more relevant. I think I think it's because I don't know. I think us as consumers are just getting a little numb and we want to hear things in a different way and stories just make relatability better.

Jodi Porter: Yeah. Especially when you can relate to someone and it represents a lot of what you are. So, it's been a really fun journey.

Mary Killelea: You spent over two decades navigating this industry. Was there a pivotal moment or bold move that helped you level up as a director in your career path?

Jodi Porter: You know, the biggest shift for me came when I stopped chasing for roles and started chasing alignment. So when I reached a point in my career when I realized I wanted something bigger and not just a title. I wanted to work on something that challenged me, that reflected my values, that gave me room to lead in a new way. And that clarity is what, you know, ultimately brought me to TikTok. It wasn't just a new job. It was a new mindset. I went from this, you know, legacy industry of platforms built, you know, moved to a place that was technology built on speed, culture, and creativity. So those things, finding that alignment, it forced me to stretch and rethink everything I thought I knew about marketing and lead in a new way. So this pivot really unlocked this chapter for me and just other, you know, roles throughout my career.

Mary Killelea: How did the agency work because I worked at an agency and then I went and worked for the client side. So, how did the agency and your previous experience kind of help? I guess what new perspectives or how did it help you in acquiring the job at TikTok but also knowing that that was your path?

Jodi Porter: You know the agencies that there's a really strong fundamental side of agencies that teach you measurement, media planning, creativity and those things can be practical applications for you know any other jobs in technology and so that's what I would say the agency side really helped me is if as long as you're curious and stay open to new forms of technology short form video and other areas it's just a nice blend of what are the core principles of advertising with technology on on mobile.

Mary Killelea: So now you're the vertical director for automotive financial services and health. What is like describing what that means to someone out there listening who might not understand kind of how you work with companies in those verticals and what you do on a day-to-day basis.

Jodi Porter: Sure. I love to talk about this. Culture happens on TikTok every day. So when brands regularly show up not just to advertise but to engage, they naturally become part of this culture and they drive business impact when they realize that their ads are content. So at its core, my job is to help drive commerce and connections on TikTok. So I partner with these bold brands to spark these conversations, fuel discovery, and turn what is edutainment into engagement. So on any given day, I'm helping OEMs build a full-funnel TikTok strategy, helping a finance brand tap into real time cultural trends, and helping healthcare partners craft campaigns that still feel human and relatable. So it all ladders up to a couple of things. I help brands show up where people have fun, discover what's next, and build these lasting connections that drive real business results.

Mary Killelea: What's the hardest part within that journey? Is it convincing the somewhat non-traditional companies to play on this platform? And I say play, but I mean like, you know, enter this arena, if you will.

Jodi Porter: You know, I think the hardest thing is first it starts with understanding that TikTok isn't just a social platform. It's where culture and creativity collide. So people come here to be entertained, learn something new, and discover something unexpected every single day. So that's what typically opens the door with these most traditional industries, whether it be the agency or the brands to show up in fresh ways. So I'll give you a couple of examples because if you're for any of your audience that's not on TikTok, I'll help break it down. So for finance, we help brands bring the fun in finance. So what used to be maybe a quiet conversation at home is now a loud topic on TikTok. So think about budgeting tips, small business hustle stories, money-saving hacks, relatable content about insurance, first-time home buying, how you choose a credit card. All of this is happening on TikTok and brands are building new relationships through storytelling. In the health and wellness space, think of how they show up, lean in authentically for key moments. So, you know, the over-the-counter drugs that are used during allergy season. Now, people are sharing their real-time stories about the use of these or prescription treatments that are being demystified because of its creators' leading narratives. And TikTok is that place for that trusted dialogue for communities to engage. And even in everyday life, you know, you need to get those vitamins. and now people are finding them on TikTok shops. So across all of those things, it's really about just changing the dynamics of how they discuss this with their audiences. And then the last one, of course, is automotive. So this one is near and dear to my heart because I've been in automotive for over 20 years. And TikTok really is this powerful place for driving consideration and inspiration. So many things happen in your vehicle. The first vehicle that you own, the road trip you're taking, everyday drives or fun little features, how a dealership is revealing a new product through ASMR as the vehicles come off the truck, or in general about how it's this dynamic showroom for storytellers and singers. So, this is a place where people are finding out their next new ride in a very new way. So once you can tap into that, how culture is colliding with creativity and a brand signs up for that, it really opens up this whole new space for them.

Mary Killelea: It really is amazing and thank you for those examples because I think that really brings to life some of I mean all of those verticals to be honest and like finance like growing up in my family we just didn't have conversations around finance. So having a place to go and learn in a snackable and fun way is, I think, just a game changer on people's early knowledge that my generation may have missed out on.

Jodi Porter: You know, I never learned how to do my taxes in my early days with my parents. I also, you know, didn't learn about all the options and now there's a place where you can find that.

Mary Killelea: What surprised you the most about working at TikTok and I think you know TikTok while it's in our hands. Like everyone, people are curious like what's it like to work there? Like you know, is there a big office? Is there multiple like to tell me a little bit behind the scenes of working there?

Jodi Porter: I think what most surprised me is this is the fastest company I've ever worked at and the most creative. And I think what people don't realize is the depth of strategy and deep collaboration that goes on behind the scenes. I think everyone looks at this as trending content, viral sounds, creators that have fun, but behind the scenes, we're sitting down with some of the world's most traditional and complex brands, and helping them navigate how to achieve these real business goals like driving market share and shifting their brand perception, launching new products, of course, and then and helping them tap into that one in every four users search for something new within the first 30 seconds of opening our up. So, it's less about making a viral video and more about mapping your annual brand strategy to culture and ways that make that drive results. So, behind the scenes, the people that are working here, it's very much this deeply collaborative and creative space and we're moving at hypers speed to stay at pace with culture. So that's the thing that I think I expected, maybe a little bit of that, but I was very surprised at just how thoughtful, data-driven, and customized each and every work is.

Mary Killelea: I love that and coming from Intel, I get data driven. I mean, and the speed. Not quite the TikTok speed, but what skills and experience really stand out if you're hiring someone.?

Jodi Porter: There's a couple of things that I look for when hiring people and one, it's for people that think like marketers, but they act like creators. So, people that are very in tune with what's happening. They're not afraid to adapt. They creatively bring new ways to help brands engage. I think the other thing behind the scenes is maintaining ruthless prioritization in a culture that moves very fast in a platform that has lots of different things. You can get too diversified in priorities. So staying very true to you know what are the north stars Then above everything else I would say curiosity and confidence to help brands build where there was no blueprint. This is something that most of them have never done before and you have to be brave and bold to do that.

Mary Killelea: That's fantastic advice for women out there. Well I guess for anyone but I this show obviously caters to women but you know trying to gain visibility within a company and going from maybe manager role to that next level. How do you mentor someone in the way of encouraging them to build a personal brand?

Jodi Porter: Yeah. It's a very good question. The couple of things that I focus on is don't wait to be ready. Just start showing up like you already belong there because tech is very fast. It's ambiguous. It's sometimes intimidating from the outside. But the truth is there's just no perfect path. So what sets you apart is having curiosity, adaptability, and just being able to translate ideas into impact. So to your point about building your storytelling muscle and building your about you, like whether that be a campaign, a pitch, or even your own resume, marketing at a tech company is about, you know, making that complexity feel personal and compelling. So don't underestimate, you know, all the experience that you've had in your career up until this point because more than likely you can bring a new point of view that's often missing in a room.

Mary Killelea: I love that. I think for some of my older listeners who you know they're either getting laid off these days or they're looking to pivot, is TikTok full of just a younger generation or is it a mixed-aged business opportunity?

Jodi Porter: Well, it's very much a mixed-aged opportunity. And the one thing and and I'm I'm definitely a testament to that. But I think the key thing there is in those pivots is finding people that inspire you and reaching out to them. I think those best doors, you know, that I've walked through are people that not only just saw my potential, but they saw, you know, the things that matter to me. So, I think I hold close to those relationships. But the one thing I loved about TikTok and the content is that the creators have no age limit and creativity is not for a certain generation. It's for everyone and everyone finds their passion and communities on TikTok. And we represent the same thing behind the scenes with how we hire and the people that we have on staff.

Mary Killelea: Gosh, these insights are so good. When you're witnessing kind of the birth of let's say some creators, what do you see like, you know, maybe maybe someone who's older who's just starting out to play and then they end up moving to really resonating. What do you think makes someone successful?

Jodi Porter: I think honestly it goes back to the storytelling, the relatability and sometimes it's just simplifying the conversation into, you know, like I love so many Gen X creators because they bring our genre and our generation to life in these new forms of creativity on TikTok. So, I think a lot of it is you know staying true to your authentic self and your passion points and then bringing through the simplicity of the creative message.

Mary Killelea: Yeah, that's such great advice. Have you ever had a standout mentor who had a lasting impact on your career? And what was kind of their big takeaway for you?

Jodi Porter: You know, I've had a couple. I've had some that have taught me how to lead. I've had others that showed me how not to lead. But I think one of the lines that stuck with me is that your job isn't to have all the answers. It's to make other people feel safe trying new ones. And that stuck with me because it's not only how I want to lead my life, but it's how I want to lead the team. And I think building that safety and that trust to try new things and be okay with everyone is not going to be perfect, but we're going to try.

Mary Killelea: Okay. I'm curious if people's behavior patterns are starting to change.

Jodi Porter: You know, there are a couple things that we're seeing on on on TikTok that is really interesting is that, you know, this in the what leads people to get inspired and discover and and make decisions quickly is happening as, you know, they're doing this search and discovery on TikTok. So two and three discoveries made on TikTok were intentional and within 30 seconds of people opening the app one in four people are searching for something new and then within the for you page people are discovering these new areas that they never knew they had interest in that's that's turning into these you know topics and communities and areas that they want to be a part of and not only just consume but also create within.

Mary Killelea: Where do you think we're going? say fast forward five 10 years maybe 10's too far.

Jodi Porter: I think we are moving into more and more automation which is really exciting because it it helps not only with people scale and and be on pace with culture but I also think that we're can continue to move into this place of you know more advanced creativity and and new ways of how brands show up for dialogue with customers.

Mary Killelea: So the opportunity on TikTok, it goes from entrepreneur, solopreneur to small brands to big brands. What words of encouragement do you have for the little guys out there who feel like now some of the big brands are getting in there? Is there enough space for everyone?

Jodi Porter: There's definitely enough space for everyone. I think the one thing that the communities really appreciate is the diversity of the small business that's right down the street, the creator that was their friend. Everyone's a creator on the platform. So whether that's someone you know or someone you don't or a celebrity or a brand, there's a lot of richness and that diversity of content. I would say that it's really about just being authentic and relevant with what you're bringing in your messaging. And that's really what resonates with people on the platform and when they engage with the brand. So I actually think that most people are rooting for both to win on the platform. They want to be part of the dialogue with large brands that they've known and loved for years and they also want to support and lift up the small ones in their communities that are, you know, really popping off or having some great content.

Mary Killelea: I love that. How do you stay grounded, motivated and inspired and resilient in such a fast-paced everchanging environment?

Jodi Porter: Well, you know, I try to listen to my financial adviser. Not always, but they always tell me to diversify the portfolio. So from that perspective, for me, the same thing in life. So sometimes it's just opening up the app. So it's an immediate spark of creativity. There's not many places outside of TikTok where you can get 170 million people in one place creating, explaining something brilliantly, showing how they won. Maybe it was a, you know, some type of small business or just being raw and relatable. That kind of creativity reminds me why I literally love what I do. But to stay grounded, I also have to step away from it. So, the other side of it is I get outside a lot, gardening, yoga classes, pickle ball or cooking with my family. I've even tried painting and building furniture. Not always the best furniture, but it was really about being creative and clearing my head so that I could maintain that combination of fast-paced digital culture with being balanced and motivated creatively.

Mary Killelea: Oh my gosh, if I lived where you lived, I think we would be best friends. I love everything you just said.

Jodi Porter: We could do all that. We could go for a yoga class and we could build some furniture.

Mary Killelea: Seriously. And then play some pickle ball.

Jodi Porter: Yes, exactly. That's a new favorite for me.

Mary Killelea: Oh, yeah. I know. That's addictive. That's really fun. As a leader, what do you wish you knew 10 years prior?

Jodi Porter: That clarity is more powerful than control. I used to think that leadership meant managing every detail. I know now it's about setting vision, clearing roadblocks, and letting great people run and run fast. So, I say that. And then the other side of it I would also say is just really learn the art of saying no in a very positive and collaborative way that protects your time and it protects your team.

Mary Killelea: Great advice. Last question. What does to be bolder mean to you?

Jodi Porter: You know, at this stage it means using my voice and it's not necessarily having a seat at the table, but it's about pulling up extra chairs and asking the hard questions and making room for different perspectives. Leading with both confidence and care. I really do think that a lot of this is about inspiring fun, creativity, and curiosity. That's what brought me to TikTok. And I do think that at this stage for me that I really want to remind people that creativity has no age. There's no title, no boundaries, just like TikTok. And it's that kind of energy that the next generation wants to see from not only themselves but also from me. So that's what being bold, I guess, means to me.

Mary Killelea: Jodi it has been so fun getting to know you and hearing your story. I appreciate you coming on and I know you have a huge busy schedule and probably like your inbox is exploding while we're just talking here, but thank you so much for being here.

Jodi Porter: Oh, well, I appreciate the invitation and I'm so excited that your audience and you are also excited to learn more on TikTok.

Mary Killelea: Thank you.

Jodi Porter: Thank you.

Mary Killelea: Thanks for listening to the episode today. It was really fun chatting with my guest. If you like our show, please like it and share it with your friends. If you want to learn what we're up to, please go check out our website at 2bbolder.com. That's the number 2 little bbolder.com.