Adrianna Barrionuevo Brach is the Editorial Director and an On-Air Correspondent for Shop TODAY and NBC’s TODAY Show, where she combines service journalism with digital content strategy to lead a team of editors and producers.

With more than 15 years of experience spanning digital, print, broadcast and affiliate commerce, Adrianna has built a career at the intersection of storytelling and strategy. As a founding member of Shop TODAY, she helped define the brand’s editorial voice and content strategy, transforming it into a trusted shopping destination across platforms. She is a collaborative leader with deep expertise in commerce strategy, SEO, brand partnerships, and audience development.

Since 2020, Adrianna has become a familiar face to millions of viewers as an on-air correspondent for key franchises she helped develop, including TODAY Bestsellers, Shop All Day, Star Powered, How Often Should You..., and Shop TODAY Holiday Preview. Her segments combine data-backed insights with utility and service, helping audiences navigate what’s worth buying—and why. She’s covered major events like Amazon Prime Day and interviewed top brand founders and celebrities.

Previously, she held roles at Condé Nast and Yahoo Lifestyle, specializing in beauty, fashion, and lifestyle content.

Bilingual in English and Spanish, Adrianna was born and raised in South Florida and proudly represents her Colombian and Argentine heritage. She lives in New York City with her husband, two children, and their dog.