Zenia Mucha takes over TikTok marketing

– Zenia Mucha takes over TikTok marketing after Kate Jhaveri leaves
– TikTok unites Marketing, Brand & Comms under Mucha for a unified view
– TikTok announced layoffs in its marketing and content departments this spring

Zenia Mucha, former head of communications at Disney, takes responsibility for TikTok’s global marketing. Mucha, who is already the company’s chief brand and communications officer, will take over the duties of current global marketing head Kate Jhaveri, who will leave the company at the end of September. Mucha will take up the extended role from next Monday.

Restructuring the marketing department at TikTok
In a message to employees, Mucha explained that she and Jhaveri discussed the structure of the marketing department to better address TikTok’s business needs. The decision was made to eliminate the position of Global Marketing Head and bring all marketing, communications and brand functions together under one director. The aim is to pursue a unified vision for future brand strategy.

Previous restructuring and layoffs
Before that, Mucha reorganized TikTok’s communications team and hired another Disney veteran to lead media relations. Back in the spring, TikTok implemented layoffs in marketing and content as part of a larger restructuring of the company.

From Disney to TikTok: the career of Mucha and Jhaveri
Kate Jhaveri, who joined TikTok in November 2022 after serving as the National Basketball Association’s chief marketing officer, is stepping down. On the other hand, Mucha began working as an external consultant for TikTok in the spring of 2023, when the company came under pressure due to a possible ban in the US. In June 2023, she officially joined the company as Head of Communications.