Brew Interactive taps ex-TikTok exec to drive client strategy

Brew Interactive has appointed former TikTok executive Marie Jeffredo as client strategy lead, bolstering its strategic consulting capabilities as the independent agency continues to expand beyond marketing execution.

In the newly created role, Jeffredo will lead client strategy, business development and partnerships, working closely with Brew's creative, performance marketing, data and client service delivery teams. She will also oversee the agency's growing capabilities in AI, SEO/GEO and creator-led marketing.

The appointment comes as Brew looks to strengthen its position as a strategic growth partner for brands rather than solely an execution agency.

"Success here isn't campaign volume, it's whether clients actually grow," Jeffredo told MARKETING-INTERACTIVE. "The biggest opportunities sit at the intersection of strategy, technology, partnerships and creativity, and my job is connecting those dots into real business outcomes."

She added that her approach begins well before a marketing brief lands on the table, focusing instead on uncovering the underlying business challenges clients need solved.

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Jeffredo joins Brew after more than four years at TikTok, where she most recently served as SEA commercial partnership solutions and global centre of excellence lead. During her tenure, she also held regional leadership roles spanning commercial partnerships, content solutions and SMB account management.

Prior to that, she spent over seven years at MyRepublic, progressing from marketing manager to head of marketing ANZ after leading growth and regional marketing across Singapore, Indonesia and Australia.

Drawing on both experiences, Jeffredo said she learnt the value of solving business problems before thinking about marketing campaigns.

At MyRepublic, she joined as the telco's first marketing hire when the challenger brand was competing against established incumbents, requiring her to build marketing strategies from the ground up while contributing across partnerships, go-to-market planning and product development.

At TikTok, she helped shape emerging commercial offerings, including the platform's content IP business in Southeast Asia through original branded formats such as mini-dramas. "Part of my role was building categories that didn't exist yet, not just selling the ones that did," she explained. 

Those experiences reinforced a common lesson, she said: "Adoption doesn't come from convincing people with a pitch, it comes from building something that makes the decision obvious."

Looking ahead, Jeffredo said she is excited to help Brew continue taking on larger strategic mandates by developing solutions that larger agencies often struggle to offer.

The agency has already expanded into areas including patient support communities for pharmaceutical brands, GEO and AEO services, and commercial models tied directly to client performance.

"Now with AI making marketing sound the same everywhere, that willingness to build things that bigger agencies can't figure out how to price is becoming the real differentiator," she said.

Brew Interactive managing director Marcus Ho said Jeffredo's breadth of experience across agency, brand and platform environments makes her well suited to the agency's next stage of growth.

"Jeffredo brings one of the more versatile marketing backgrounds we've seen at this level, someone who stays curious about the whole business, not just the campaign. That matters here because at Brew, nobody sits purely in strategy; everyone gets their hands into execution at some level," said Ho.

"Most people and teams can execute inside an existing playbook, but few have had to build the playbook itself. As Brew takes on bigger and more strategic mandates, that's exactly the skill set we need in the room," he added. 

Jeffredo's appointment at Brew Interactive marks another move by a senior TikTok executive into a new leadership role.

Earlier in the year, head of brand partnerships for Singapore Danny Irsyaduddin Osman announced his departure after more than five years at the platform, joining Visa as its head of media, social, data, content and digital innovation for the Asia Pacific region. 

Meanwhile, TikTok's former general manager and head of content for Australia and New Zealand, Simon Bates, moved to Australian broadcaster Nine in March this year, taking on the role of director of social media and off-platform.

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