TikTok global marketing boss Nick Tran departs abruptly

TikTok’s marketing team has undergone a changing of the guard with the unceremonious ousting of global department head Nick Tran, according to reports.

Citing confidential sources, The Information states that Tran’s hand was forced by management for reasons that have not yet been made clear.

The abrupt repositioning marks the end of an era for the social platform, with Tran championing TikTok’s move to let top creators sell trending videos as non-fungible tokens, as well as the introduction of video-based CVs for members.

A short tenure saw Tran join the social video app from Hulu in April 2020, where he served as vice-president of brand marketing and culture, to shoulder responsibility for TikTok’s sizeable television and online advertising budget.

TikTok has established itself in e-commerce live broadcasts, partnering with the likes of LadBible for real-time commercial activity. No stranger to self-promotion, TikTok has engaged Publicis Groupe’s Le Truc to communicate its most viewed videos to the wider public in comedic fashion.