TikTok Undergoes Leadership Reshuffle, Global Marketing Head to Leave

On September 21 Beijing time, according to an internal memo sent to employees by TikTok, the short-video app has undergone a leadership reshuffle, and Kate Jhaveri, the global head of marketing, will leave the company this month.

The memo shows that TikTok is gradually eliminating Jhaveri's position. Starting from next Monday, all employees in TikTok's global brand and communication department will report to Zenia Mucha only. Jhaveri has served as the chief marketing officer at the NBA and the video streaming platform Twitch and has not commented on the departure. Mucha had previously served as the chief communication officer at Disney for 19 years.

Mucha said in the memo, I and Jhaveri have been discussing our marketing strategy and how to best build the marketing function to create a more cohesive organization to better meet the needs of the business and the needs of cross-functional partners. We jointly decided that the best way to achieve this vision is to eliminate the position of global marketing head and place all employees in the global brand and communication department under one leader.

Now, Zuber Mohammed will be in charge of TikTok consumer marketing, while managing the product marketing and user communication teams and reporting to Mucha.

In recent months, TikTok has experienced several major organizational changes and conducted a round of layoffs in May, restructuring the operations and marketing teams. The information on LinkedIn shows that the former vice president of the company in charge of global communication business, Hilary McQuaide, also left the company in the same month.