TikTok appoints head of business marketing for Indonesia and Malaysia

TikTok has appointed Christina Chew (pictured) as head of business marketing for Indonesia and Malaysia, tasking her with leading the function across two of Southeast Asia's key advertising markets.

Chew announced the appointment in a LinkedIn post, saying she was looking forward to working with businesses and partners across both markets. "These two markets are incredibly dynamic with immense growth potential. I'm energised by the opportunity to drive meaningful impact for the businesses and partners we will be working with," she said.

Chew brings experience spanning technology companies and creative agencies to the position. Most recently, she served as regional marketing lead for new business growth at TikTok, based in Singapore.

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In that role, she led new business marketing strategy and execution across the Greater Asia Pacific region, with a focus on Southeast Asia. Her responsibilities included demand generation, lead nurturing, advertiser acquisition and retention, as well as partnerships, industry relations and sales enablement.

Chew joined TikTok in 2021, following a stint at PayPal as senior project lead for its Creative Lab. At PayPal, she managed cross-channel creative projects across markets including Japan, India, Mexico, Brazil, Indonesia, Thailand and Singapore.

Her earlier agency experience includes roles at McCann, Wunderman Thompson and EssenceMediacom, formerly Essence.

In Indonesia, the business marketing function was previously led by Sitaresti Astarini. Astarini's remit included developing go-to-market strategies, integrated campaigns, product and social commerce narratives, advertiser education and industry partnerships.

During her tenure, Astarini led initiatives including the Southeast Asia Shoppertainment Summit and TikTok Beauty Fest Indonesia. She also represented the platform at media and industry events, while developing engagement programmes for C-suite executives, agencies and advertising partners.

MARKETING-INTERACTIVE has reached out to TikTok for further information.

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