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Adrienne Lofton Was Told There Was No Playbook. So She Wrote One.

Image courtesy of Adrienne Lofton

25 Jul '25
By The Shift
25 Jul '25
By The Shift

The Shift highlights women’s stories through the lens of impact. It hopes to contextualize history and inspire action.

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As VP of Global Product and Integrated Marketing at Google, Adrienne oversees the end-to-end Marketing funnel for Google’s Platforms & Devices portfolio. Her team focuses on creating unbreakable consumer relationships with a focus on product positioning, brand management, integrated media, and creative. Previously, Adrienne held executive positions at Nike, Under Armour, Levi Strauss & Co, Target, General Motors and Gap. Adrienne serves on the Board of Directors of Alaska Air Group and the Advisory Board for Howard University’s School of Business

The Shift:

Name 3 women that inspire you

Adrienne:

Eleanor Montgomery – My Aunt, Two-Time USA Track & Field Olympian 

Lorraine Twohill – Chief Marketing Officer, Google

Kerry Chandler – Chief Human Resources Officer & Board Director

The Shift:

What is one defining moment in your career or life that empowered you to create change, and how has it shaped the path you’re on today?

Adrienne :

A pivotal career moment was leaving one of my first roles at Target, a company that speaks through the lens of “her”, to build the Women’s Marketing Department at Under Armour, a brand then known for its hyper-masculine, football-centric brand identity. There was no starting point or vision to the plan, and my “office” was a cube just outside the CMO’s door—a constant reminder of both the visibility and the pressure of this high-stakes venture. Starting with a small team and navigating immense challenges and ambiguity, I learned to balance a clear, unwavering vision with the agility needed to adapt and execute. The experience instilled a deep-rooted challenger mindset—not only in how we disrupted traditional marketing narratives but also in how I led the team, often from behind, empowering them to own and shape the mission. The skills I honed during that chapter —strategic clarity, stakeholder influence, team-building from the ground up, and fostering a bold, mission-driven culture—remain foundational to how I lead today and I am forever grateful for it.

 

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Adrienne Lofton is honored as part of The Shift’s “90 Plus One” list, which recognizes influential women shaping contemporary culture. With Gloria Steinem featured on the inaugural print cover, the list pays homage to her 91 years of activism by highlighting a powerhouse community of women shifting culture.