2 hours ago
- Zuber Mohammed, TikTok's consumer marketing lead, has left the company as part of a round of cuts.
- Mohammed oversaw brand and creative marketing efforts, reporting to comms head Zenia Mucha.
- Mohammed is the latest in a string of marketing exec departures at TikTok.
TikTok has lost another top marketing exec.
Zuber Mohammed, TikTok's global head of consumer marketing, left the company earlier this month as part of a new round of cuts to its global marketing organization, three people familiar with the matter told Business Insider.
Business Insider was unable to determine the scale of the cuts.
Mohammed, who was based in Singapore, was appointed to the role in late 2024 after global marketing head Kate Jhaveri left. He took oversight of the division, in addition to product marketing and user communications. He reported to the global communications head, Zenia Mucha.
Prior to joining TikTok about four years ago, Mohammed held various marketing-related roles at companies like Google, McKinsey & Company, and the gaming-hardware brand Razer.
Mohammed's exit is the latest of a string of departures from TikTok's marketing operation.
Sofia Hernandez, its global head of business marketing and commercial partnerships, left earlier this month. Rema Vasan, who headed up business marketing in North America, also recently exited, three people familiar with the departure said. Business marketing, which focuses on messaging to clients like advertisers, sits under the global business solutions team.
Other teams at TikTok have also had leadership changes this year. For example, Kim Farrell, TikTok's global head of creators, left in January amid a reorganization of the company's content division.
TikTok and its owner, ByteDance, regularly restructure teams across the company. TikTok overhauled its e-commerce organization last year and shifted oversight of its sales team from US executive Blake Chandlee to Singapore-based leader Will Liu. Some of the leadership shake-ups have shifted control of US teams to executives based in Singapore or China.
This year, TikTok has also changed its US corporate structure to comply with legal requirements. The company formed a joint venture in January, handing oversight of parts of the business, such as US user data and algorithm integrity, to a group of managing investors that includes Oracle and investment firms Silver Lake and MGX. Its advertising and marketing staff, however, remain under ByteDance's oversight.
TikTok's marketing efforts span a variety of formats and events, including activations at Cannes Lions and the Sundance Film Festival.
The company, which makes money from a mix of advertising, e-commerce, and in-app transactions, is expected to pull in $18 billion in US ad revenue this year, according to an estimate from EMARKETER, Business Insider's sister company.
