Kate Jhaveri, TikTok’s global head of marketing, is leaving the company at the end of September. Her departure is part of a leadership shake-up at the social media platform. Zenia Mucha, who currently serves as TikTok’s chief brand and communications officer, will take over marketing responsibilities starting Monday.
Mucha previously worked at Disney for 19 years as their chief communications officer. In an internal memo to staff, Mucha wrote that she and Jhaveri had ongoing discussions about restructuring the marketing function to better meet the needs of the business. “Together, we decided the best way to achieve this vision is to remove the Head of Global Marketing role, and bring everyone within Global Brand & Comms under one leader,” Mucha stated.
Zuber Mohammed, who reports to Mucha, will now oversee consumer marketing in addition to the product-marketing and user-communications teams.
Leadership changes at TikTok marketing
These changes are set to go into effect on Monday.
TikTok has undergone several organizational changes in recent months. In May, the company reshaped its operations and marketing teams. Hilary McQuaide, TikTok’s former vice president of global communications, also exited the company that same month.
The brand and communications team at TikTok has been navigating challenges as it seeks to keep the company’s business objectives front and center. This comes as TikTok battles a divest-or-ban law signed in April, which the company argues would violate First Amendment rights by depriving 170 million Americans of a free-speech platform. The government claims that TikTok poses a national security risk due to its Beijing-headquartered owner, ByteDance.
Mucha’s appointment is expected to further enhance TikTok’s brand presence and marketing capabilities as the platform continues to grow its influence in the social media landscape.
