TikTok Europe is reorganizing itself.
According to our information, Rich Waterworth, head of European operations since 2019, will leave the group in the coming weeks in order, according to the established formula, to concentrate on new projects.
In particular, he must join the Oxford Internet Institute.
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Rich Waterworth will be replaced by Marlène Masure, current general director of operations for TikTok France, Benelux and Southern Europe since 2022. Appointed “Lead EMEA Content team”, i.e. director of the content team for Europe, the Middle East and Africa, she will be responsible for implementing TikTok's development strategy in these regions.
Its focus will be centered on expanding the number of TikTok content creators, but also partnerships with the media and cultural industries, based on the “BookTok” model.
Marlène Masure will remain based in Paris and will report directly to Adam Presser, director of global operations for TikTok since June 2023. She should not a priori be replaced at the head of TikTok France.
Movements in the United States
At the same time, Theo Bertram, director of public affairs for TikTok Europe, announced on LinkedIn his departure from the group in April.
He and his team notably had to defend the application of Chinese origin in Europe when it was suspected of espionage and manipulation for the benefit of Beijing.
For security reasons, TikTok is banned on the devices of European officials, a rule that has been replicated in several EU countries.
Also read: Spying, propaganda, links with Beijing… the suspicions weighing on TikTok
Other movements, revealed by the site The Information, also took place at TikTok's world headquarters.
The Irishman Cormac Keenan, head of the “Trust and Safety” team (moderation rules) since 2020, thus becomes a strategic advisor to the management of the application.
The “Trust and Safety” division is now managed directly by Adam Presser, number two in the video application.
Hearing last month by the US Senate, TikTok CEO Shou Zi Chew said the company would spend more than $2 billion this year on issues of moderation and user safety.
This division currently employs 40,000 people.