TikTok appoints ANZ marketing director, drops new campaign

Serena Leith has joined TikTok as global marketing director Australia and New Zealand, having previously served as Spotify’s marketing director.

Leith joined TikTok in March this year, according to her LinkedIn, having worked in her previous role at Spotify since January 2018. Leith joined Spotify in May 2012, and was promoted several times over. She has also worked at Universal Music Group and Warner Music Australia.


On TikTok, you’ll find Whatever Makes You Tick. Whether you’re team desktop or console gaming, TikTok is sure to flick your switch.

♬ original sound – TikTok For Business

Meanwhile, TikTok has released a new Australian campaign that showcases the different genres within the platform, titled ‘Whatever Makes You Tick’. The campaign features local TikTok creators, such as gamer @loserfruit and comedian Sam Cotton (@mrsamcotton). The soundtrack, ‘Hello’, is by Sydney-based singer and songwriter Voli K (@volikmusic).


Want to find Whatever Makes You Tick? Look no further than TikTok. The home of comedy.

♬ original sound – TikTok For Business

Leith said of the campaign: “At the heart of this new brand campaign is the idea that no matter what makes you ‘tick’, there is an amazing breadth of ‘thumbstopping’ content ready for you to enjoy on TikTok right now.

“To bring this to life we harnessed the power of our unique local creators and some of the most compelling and unexpected videos you can find on TikTok, to produce a campaign that is culturally and contextually relevant, brings joy and busts the myths around what to expect from TikTok.”

The campaign will run until 26 September and will be on BVOD, programmatic video, video platforms, digital OOH, audio and targeted brand partnerships.

TikTok’s previous Australian campaign was launched at the start of this year, ‘Summer starts on TikTok’.


Our first video articulates the breadth of content on TikTok, from hedge trimming to ASMR, you’ll find Whatever Makes You Tick, on TikTok.

♬ original sound – TikTok For Business


Come to TikTok to find Whatever Makes You Tick. We’ve got ollies, kickflips or tricep dips. Whatever sport kicks your goals, you’ll find it on TikTok.

♬ original sound – TikTok For Business

TikTok declined to comment on Leith’s appointment.


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