TikTok has announced the expansion of Rema Vasan‘s role, naming her the head of both North America Business Marketing and Global Gaming Business Marketing. Vasan will oversee marketing efforts for the platform across all industries in North America, while also continuing to lead the global gaming marketing team she established in January 2023.
Focus on the gaming industry
Vasan’s expanded role reflects TikTok’s growing focus on the gaming industry. Under her leadership, the platform has actively demonstrated its value for gaming brands. In October 2023, TikTok released a report in partnership with Newzoohighlighting its effectiveness as a marketing tool for upcoming PC and console game releases. A similar report focusing on mobile games followed in February 2024.
“Expanded role”
Vasan joined TikTok in May 2022, initially leading North American business marketing efforts. Prior to joining TikTok, she held leadership positions at Marina Maher Communications and MSL, where she oversaw global client relationships for Procter & Gamble and the influencer marketing agency MSL Fluency. “I’m thrilled to take on this expanded role,” Vasan said in a LinkedIn post. “I’m excited to dive back into the North American market while continuing to drive impact for global gaming.”
This leadership change follows the departure of TikTok’s former VP of Global Communications, Hilary McQuaide, who left the company in May 2024 to pursue new opportunities. Zenia Mucha, previously the long-time communications leader at Disney, remains TikTok’s Chief Brand and Communications Officer.
TikTok currently faces a potential ban in the United States if its parent company, ByteDance, fails to divest ownership by January 2025. Despite this uncertainty, former President Donald Trump recently voiced his support for the platform.
