Launching new markets and developing brands across borders

We spoke with Julia about her journey, what makes this region such an exciting place to develop, and why joining her team means being part of something truly pioneering.

From startup mindset to regional powerhouse

When Julia joined TikTok four years ago, the company’s presence in Central Asia was just beginning. She took on the challenge of launching TikTok for Business in Kazakhstan and Azerbaijan, turning a bold strategy into reality.

“At the start, there were no established client relationships or market presence but we saw tremendous opportunity in these markets,” Julia recalls. “It took vision, resilience, and close collaboration with cross-functional teams to build what we have today. Together, we transformed the digital marketing landscape, making TikTok an essential part of the media mix and a trusted partner for businesses across the region.”Today, her team serves thousands of clients, hundreds of agencies, and multiple resellers, driving growth across industries from e-commerce and FMCG to finance and automotive. “What makes our team special is that we’re building the entire ecosystem,” she explains. “We’re not just running campaigns—we’re shaping how digital economies evolve.”

That spirit of creation has led to major milestones. Julia’s team won TikTok’s global Product Adoption Challenge by installing the most ad pixels onto new websites, and earning recognition as the #1 team worldwide. They’ve also been behind flagship initiatives like the TikTok Startup Academy, which has supported hundreds of emerging entrepreneurs with training, mentorship, and grants to help scale their businesses.

A unique market with global impact

The Central Asia and Caucasus region represents one of the most dynamic growth opportunities in TikTok’s global portfolio. Kazakhstan, in particular, has become a standout success story and a key market for digital innovation. “The region is innovative, creative, and full of entrepreneurial energy,” Julia says. “There’s a huge appetite for new ideas, and TikTok has become an essential platform for brands and creators to connect with their audiences.”

Her team’s work extends far beyond advertising. They collaborate closely with cross-functional partners, as well as external stakeholders such as innovation hubs, digital agencies, and business leaders to advance digital skills and strengthen the creative economy across the region. “For me, the most exciting part is that we’re helping shape an entirely digital economy,” Julia shares. “We’re showing what’s possible when technology, creativity, and business come together”

Life in Almaty: a hub for innovation and collaboration

Based in Almaty, Kazakhstan’s cultural and commercial capital, Julia’s team enjoys a uniquely collaborative environment. “Our office is right in the heart of the city, with stunning mountain views and a close-knit community,” she says. “We’re a small, high-performing team where everyone knows each other and supports one another. The culture we’ve built here is open, ambitious, and full of energy.”

Working in Almaty also means working hand-in-hand with cross-functional colleagues across Dubai, Singapore, and Europe. “We’re truly global,” Julia adds. “You get the best of both worlds: the autonomy of a local business and the scale of a global organization.”

What it takes to thrive here

Julia looks for people who share her entrepreneurial mindset. “We’re builders,” she says. “This is a place for people who love to take ownership, solve complex challenges, and create something new.”

Success, she adds, comes down to a mix of curiosity, collaboration, and resilience. “You don’t need to know everything on day one—but you do need to be open, hungry to learn, and ready to take initiative. The people who thrive here are those who bring ideas to life and help others grow.”


Looking ahead

For Julia, her team's journey is still just beginning. “We’ve achieved incredible things as a small team—but there’s still so much potential ahead,” she says. “Our markets are evolving fast, and we’re right at the center of that transformation.”

As TikTok continues to expand across Central Asia and beyond, Julia’s team will keep driving growth through creativity, technology, and community. “If you want to be part of something that’s still being built—to lead, to learn, to make an impact—this is the place to do it.”

If you’re inspired by growth, creativity, and building the future of digital economies, explore opportunities to join Julia’s team in Almaty and help shape what’s next.