Since opening our office in Sydney in 2020, TikTok has grown at a phenomenal pace in Australia, thanks to partnerships with many of the country’s leading brands, agencies, and creators.
This week we are sitting down with Anny Havercroft, Felicity McVay, and James Sneddon (pictured from left to right), three leaders spearheading the rapid growth of TikTok in Australia. With skills and experience across a range of industries and roles, we will learn why they joined, what they consider essential values to success, some of the challenges they've faced along the way, and also their most unforgettable projects to date! Read on till the end, where they share their advice for those interested in pursuing their own TikTok career.
Tell us about your role. What is it like to lead a team at TikTok?
Anny: As Head of Business Marketing for Australia and New Zealand (ANZ), my role is leading an incredible team that enables advertisers and agencies to get the most out of TikTok in [regards to] brand strategy, creative solutions, and brand experience.
The diversity and entrepreneurial spirit of the team are what get me out of bed every day. It's also extremely satisfying as a leader to realise a major program from inception to execution and get resounding feedback on the impact it has made on the company, our people, and our partners.
James: I look after the commercial team (the Client Partners and Client Solution Managers) for the Financial Services (FinServ), Travel, and Government verticals across ANZ. We are the 'key account' team and our primary focus is supporting clients to harness the power and potential of TikTok.
Leading a team at TikTok is uniquely rewarding because we can access the best of both worlds. We can tap into the scale of a rapidly growing global platform, while also building a fully-fledged team locally with our own personality and identity. This necessitates strong communication, an open and flat structure, and the willingness to adapt and learn to find new solutions.
Felicity: I look after creators on TikTok, which in my universe includes creators just starting out on their creation journey from video upload number 1 to those with 10M+ followers. Creators in my world also include media publisher partners across entertainment, sports, cultural institutions, and not-for-profits. One of the key goals of my team is to support creators and partners by helping them find their voices and connect with audiences in AUNZ and around the globe.
Leading a team at TikTok is a wonderful experience for me because I feel like I'm part of a community, and I have the opportunity to learn new things from every single person on the team. While I have the opportunity to lead and set up frameworks for my team, decision-making is often a collaborative process, and I value my team's insights and input.
What led you to join TikTok?
James: Having worked in the industry for some time, it's rare to see the emergence of a new cultural and social force, a change agent, a dragon slayer. That's what TikTok is doing and will continue to do because it's managed to re-wire the rules of the game. Most people want to be part of the new wave, to understand tomorrow's world and help build it & that is what interested me most in TikTok.
Anny: Let's face it, we all need a little bit of joy in our lives! The TikTok mission to 'Inspire creativity and bring joy' resonates with me on a personal and professional level. I believe the ability to express creativity in an individual way is an important part of having a fulfilling career whether you're a strategist helping a brand unlock insights to build a campaign idea or a designer creating a visual identity for a tentpole project or an events manager creating an innovative experience for our customers.
Felicity: I love content and was drawn to TikTok as a new entertainment platform. TikTok was still relatively new when I joined, and I kept reading about this fast-growing app that all my favorite celebrities couldn't get enough of and wanted to be involved in bringing it to ANZ.
What's the most interesting project you've worked on in TikTok?
Felicity: I'm really proud of the content initiatives my team has launched, including 'Every Voice', a joint initiative between Screen Australia, NZ On Air, and TikTok. This initiative provides funding to storytellers to help them expand their vision and ambition. I'm passionate about elevating under-represented voices from Australia and New Zealand and taking them to the world. It's wonderful to work in an environment that celebrates diversity. No matter who you are, where you are from, or who you identify with, you can find your people on TikTok.
James: Soon after arriving, I worked with the FinServ team on The Afterpay Australian Fashion Week hub. What was eye-opening was just how far we could go (as a platform) to build deeply immersive experiences that drove huge scale and engagement in market for our clients.
Anny: The TikTok Accelerator program aimed at fostering talent in the Australian media industry. We designed the initiative to champion the growth of emerging leaders within the media agency sector by providing an opportunity to accelerate professional development whilst diving into industry topics such as the evolution of sonic branding, e-commerce, and creator-led content. We were overwhelmed by the number of nominations and entries for the program when it was launched and have received ongoing positive feedback from the participants as well as partners.
What advice would you give to someone who is considering joining TikTok?
Anny: Are you on TikTok? If not, jump on and watch what over a billion people are experiencing as the future of entertainment. Then find a role with us that maximises your talent.
James: If having a voice is important to you, if you want to challenge yourself and the people around you to go further, and if you want to stretch yourself and harness the potential of today to build a bridge into tomorrow, then you should definitely consider TikTok.
Felicity: If you love content and working in a fast-paced, collaborative environment where fresh ideas and diverse perspectives are celebrated, TikTok is a place for you. We work hard, but we also like to spend time together and with our clients, hanging out and having fun!
Are you interested in joining Amy, James, and Felicity at TikTok in Australia? Regardless of where you're based or hope to work, we're looking for creative and bold people to become part of our global team. If you're excited to grow with us, visit our jobs page to browse open positions in Australia or globally. Also, make sure to follow TikTok on LinkedIn for the latest updates!
