Adrianna Barrionuevo Brach is the Editorial Director and On-air Correspondent for Shop TODAY and the TODAY Show. With a diverse career spanning digital strategy, lifestyle reporting, and commerce, she has made significant contributions to the media landscape, particularly in the realm of shopping and lifestyle content.

Brach’s career began as a fashion editor at Condé Nast’s Lucky, a magazine dedicated to shopping, before transitioning to the role of beauty editor at Brides. She was also part of the team that launched Yahoo Shopping as a part of Yahoo Lifestyle, before joining TODAY Digital in 2019.

As one of the founding members and key leaders of Shop TODAY, NBC News’ commerce arm, Brach has played a crucial role in shaping and expanding the editorial team. In 2020, she became an on-air correspondent, developing and launching several shoppable broadcast franchises, including TODAY Bestsellers, Shop All Day, Hot List, How Often Should You, and Star Powered.

With a unique background in digital, television, print, and commerce, Brach is a seasoned professional at creating content that drives audience growth, engagement, and revenue across multiple platforms, including social media and email. She has covered major events like Amazon Prime Day and interviewed influential brand founders on the TODAY Show, while leading the development of revenue-driving content strategies and managing an editorial team.

Born and raised in South Florida, Brach is fluent in Spanish and has Colombian and Argentine heritage. She currently resides in New York City with her husband, their two children, and their dog.