Throughout Women’s History Month, we’ll be championing femme-identifying artists across the creative landscape—from design to film to fashion, and more. We know that the creative industry, like many others, often falls short of true gender equity—especially when it comes to executive roles and equal pay. We’re committed to helping femme-identifying creative professionals achieve their boldest ambitions. If you’d like your work to be featured, please email us at casting@creatively.life or tag us! And head to creatively.life to see all the incredible creators we’re showcasing this month, including Adrienne Lofton. 

Known for driving transformation, advocating for her teams, and amplifying the voices of minorities, Adrienne Lofton sets a high bar for leaders in marketing and tech. Lofton is a marketing executive with over 20 years of experience in developing differentiated brand strategies, leading digital acceleration, and building unbreakable consumer relationships. Based in Los Angeles, she is currently Vice President of Global Brand Marketing at Google and serves on the Board of Directors of Alaska Air Group, Inc.

Prior to joining Google, Adrienne held executive positions at several leading Fortune 100 brands such as Nike, Under Armour, Levi Strauss & Co., and more. Lofton has been recognized for her contributions as an industry leader by Ad Week, Black Enterprise, and NBC News, among others, and is the recipient of an Ad Age Brand Genius Award. Between spearheading efforts that have consistently resulted in new market domination and multicultural, purpose-driven growth, and her proclivity for transformative storytelling, it’s no wonder Adrienne Lofton is at the top of her field. 

You can check out more of her work here. 

What is the first creative project you remember? 

In elementary school, creative writing was an important part of the curriculum. Each year, we all had to write a book with a full narrative and artwork which would then get bound and produced—a true prize for all that participated! Those moments were so critical in helping me understand and fall in love with the art of storytelling; I learned to express myself during major life moments through the written word, and I never looked back.

Describe your approach to marketing in three words or phrases.

“Consumer obsessed” to identify the most important truths required to authentically tap into the hearts and minds of the target market I serve. 

“Purpose and values driven” in how I think about ways to give back to the communities that are loyal to the brands I lead. I also try to ensure that the teams I serve are motivated by a higher purpose in order to feel fulfilled in the work we do everyday.

“Constantly curious” to push into new edges of storytelling and experiences. If we aren’t asking the right questions or requiring new ways of working or understanding, we won’t discover what’s possible.

What are the most fulfilling collaborations you’ve worked on?

I served as a multicultural leader at Target where I was part of the team that pitched and successfully sold-in the introduction of a natural hair care product line for Black Women owned by up and coming Black entrepreneurs. Being part of the team that brought such an important program to Target and helping us Black Women feel truly seen is something I will never forget. 

Launching the Women’s Category at Under Armour in its early days was a major growth chapter for my career. It was amazing to sign athletes like Lindsay Vonn and Misty Copeland and watch them stand next to the boys and get the recognition they deserved.

What’s one creative project that taught you something fundamental about yourself?

Each of the above taught me that I have a natural ability to influence others, but it’s about how I craft that skill to achieve a goal much bigger than myself. I have also learned that I am driven by purpose and finding ways to allow the unseen to feel cherished. This likely comes from my experience as a Black Woman and knowing first-hand what that feels like. I always find a way to dig deep, persevere, and find the right solution to a challenge. 

Do you think creativity is something you’re born with, or something you’re taught?

We are all creative people, I believe it’s a question of whether or not we’re constantly building our creative muscles. I don’t consider myself a creative in the literal sense, but the way you dissect challenges, write a brief, solve a marketing operations issue, think about integrated media, strategy, marketing technologies… All of these sub-functional areas of expertise are best when they are grounded in creative thinking. So yes, we are all creative if we know how to tap into it and use it as a weapon.  

What’s the last dream you had?

I tend to dream about whatever the latest complex problem is I’m working through. So, suffice to say my dreams are about my new role and team at Google and all the amazing work that’s to come from our shop. 

One hundred years from now, what do you hope people write about your work?

“She had a level of perseverance and determination to do what was right on behalf of the people and communities she served, bringing culture-shifting, game-changing chapters to some of the most iconic brands in the world. Everyone around her felt empowered, able, and ready to take on any challenge. She didn’t rest until the work was done, and her teams always found a way to do it with laughter and joy.” 

What progress do you wish to see for women in the workplace? 

I would love to see more “me’s” in the room. If I hadn’t been lucky enough to have impeccable leaders remind me that confidence can come no matter what you see in the room, I wouldn’t be here today. I wish to see leaders representing the consumers they serve and opening doors for other women and people of color. At times, this means having tough conversations with corporations that they won’t always be ready to have on topics like the importance of representation. Ultimately, I want more women and people of color to have a seat at the table where decisions are truly made.

Follow @adriennelofton on Creatively.

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