[eMarketer] TikTok restructures its US operation to weather the advertising storm

Despite its platform’s overwhelming popularity with many internet users—particularly Gen Z—TikTok is reorganizing.

North America general manager Sandie Hawkins, responsible for business operations, sales, and marketing, will be moved to manage TikTok Shop, the company's commerce operation, in the US.

Global business solutions president Blake Chandlee will take over for Hawkins until her reported successor, head of TikTok’s APAC Sameer Singh, can get a visa to join the US office.

In an email to staff obtained by Insider Intelligence, Chandlee credited Hawkins with making TikTok “a significant player in the digital ads space” and added her work will help as social commerce “becomes a critical part of our client needs and TikTok builds on many of the native behaviors we already see on the platform.”

The restructuring does highlight TikTok’s desire to make a big play in social commerce in the US, building on its success elsewhere.

eMarketer says that US social commerce activity lags China’s by a wide margin—and even in the US, TikTok needs to catch up to some of its competitors. But moves like considering opening its own fulfillment centers demonstrate the company’s dedication to making social commerce work.

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