TikTok bolsters creative with senior appointments

• New hires will drive content, culture and creativity for the app across ANZ

TikTok has secured top executives from across the media and technology industries to build out its growing content and operations division. The hires further bolster the platform‘s capacity to support local creators and grow the TikTok user community across Australia and New Zealand.

Former YouTube and Google executive Felicity (Flic) McVay joins as director of content partnerships, to oversee the creator and community ecosystem for TikTok ANZ. Her role includes nurturing creator opportunities and building support for communities across key verticals including LGBTQIA, sports and fitness, fashion and beauty, and education and science.

TikTok has also recruited Simon Bates, formerly head of MTV APAC, as director of content programming for the platform locally. Working closely with McVay, Bates will lead the programming, promotion and curation of TikTok content, such as the Discover page and live video and hashtags, helping users explore and find new content.

Lee Hunter, general manager of TikTok’s ANZ content and operation division, said: “I’m delighted to be welcoming such a talented team to lead TikTok’s content and community efforts here in the region. Each appointment is strategic by nature, to ensure we can continue to grow and nurture the amazing content from our Aussie and Kiwi TikTok community. Our new leaders bring a wealth of expertise in celebrating creativity, culture and diversity and I’m looking forward to further building the team out to support them in embedding TikTok at the heart of local culture.”

Speaking on his appointment, Bates said: “I’m inspired by innovation, content, talent, music and entertainment. TikTok is all of those things and more. The platform is connecting with huge numbers of Australians and New Zealanders, and showcasing these incredible creators to a global audience. It’s the most disruptive, creative and immersive platform, and I’m stoked to be a part of it.”

On her new role, McVay commented: “TikTok has dramatically changed the short-form video space. It’s generated new memes, disrupted pop culture and catapulted new talent into our everyday and I was determined to not miss out on that journey. I’m super excited to work with local creators on the platform to develop their content to reach new audiences. We have some really talented, distinctive creators in Australia and New Zealand and my team is focused on ensuring that they are seen and heard on the world stage.”

Bates and McVay join Hunter’s content and operations leadership team along with Ollie Wards, director of music, who moved to TikTok from triple j earlier this month. TikTok are actively recruiting for a range of new roles to further grow this team.

Top photo: Simon Bates, Lee Hunter, Felicity McVay, TikTok 

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