TikTok has elevated Serena Leith to the newly-created role of head of global campaigns and programs.
Leith joined the platform in 2021 as global marketing – director across Australia and New Zealand.
“PSA: Be careful what you wish for. After years of marketing in AU&NZ, saying, ‘I wish us Aussies could have more global impact and influence bigger markets!’, I may have accidentally manifested just that,” she wrote on LinkedIn about her new role.
She said the position will see her lead “a group of talented folks all over the world; with an audacious goal to build unique and truly global campaigns in some of the biggest and most diverse markets on the planet.”
She previously spent eight years at Spotify ANZ in the marketing division, and worked her way to the top of the business to senior roles such as interim managing director and marketing director.
Leith spent most of her career in the marketing side of the music industry, working for Universal Music Group and Warner Music Australia.
Mediaweek approached TikTok for comment on Leith’s promotion.
This comes after News Corp Australia and TikTok held discussions over a content deal that would have seen TikTok pay News its videos earlier this month.
According to Capital Brief, the talks involved senior local executives from each company and were held before Meta’s announcement on 1 March that it would not renew deals with Australian news publishers.
At the time, the publication reported that while the discussions didn’t produce any formal agreements, the talks shone light on News Corp’s willingness to secure payments from big tech for content.
Elsewhere, TikTok also made several of its Australian roles redundant following large-scale layoffs affecting roughly 1,000 global employees of the social media platform.
See also: TikTok ANZ makes redundancies amid global layoffs
–
Top image: Serena Leith