TikTok’s US operations are undergoing a major restructuring as the social platform responds to a slowing economy and a depressed environment for digital advertising.
The reorganisation has resulted in sweeping leadership changes to the US business, the largest market for TikTok, owned by China-based parent company ByteDance.
The overhaul will see North America general manager Sandie Hawkins — who oversees business operations, sales and marketing across the region — transferred and placed in charge of TikTok Shop in the US, its ecommerce channel, according to five people with knowledge of the changes. It follows a restructure in Europe earlier this year.
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