V Pappas steps down as TikTok COO; Ex-Disney exec Zenia Mucha joins firm as brand, communications chief – Music Business Worldwide

TikTok’s Chief Operating Officer Vanessa ‘V’ Pappas, is stepping down from the role after nearly five years with the short-form video platform.

“Given all the successes reached at TikTok, I finally feel the time is right to move on and refocus on my entrepreneurial passions,” Pappas said in an email to staff, which they made public on Twitter on Friday (June 23).

Pappas, who also served as TikTok’s interim head, has helped lobby the US government to keep TikTok operating in the US.

Pappas had earlier estimated that if a US ban of TikTok was in place for six months, over 80% of its daily users would not return to the platform.

Reflecting on the challenges faced by TikTok during their tenure, Pappas said: “Together we also faced some of the industry’s most unprecedented challenges, and I am incredibly humbled to have been able to help steer the company during such periods, and I take each lesson with me.”

Pappas spearheaded several initiatives aimed at supporting creators and expanding the platform’s audience, including the “culture of credit” and “visionary voices” programs. Additionally, they played a key role in promoting transparency and accountability in the industry through initiatives like the Content Advisory Council, Transparency Centers, and APIs for researchers.

“Together we also faced some of the industry’s most unprecedented challenges, and I am incredibly humbled to have been able to help steer the company during such periods, and I take each lesson with me.”

V Pappas

Following their resignation, Pappas will transition into an advisory role, providing support to TikTok CEO Shou Chew and the platform’s executive team.

Separately, Deadline reports, citing a memo from Chew, that Disney’s former Chief Communications Officer, Zenia Mucha, has been appointed in a newly formed role of Chief Brand and Communications Officer at TikTok.

Mucha spent two decades at Disney before leaving the entertainment giant in 2021.

“In her new role as TikTok’s Chief Brand and Communications Officer, Zenia will focus on advancing the strategic vision of our brand and advising key businesses. She will be in charge of overseeing the following key corporate functions: Global Marketing and Global Communications,” said Chew.

Chew said Mucha led a 500-person global media relations team at Disney and led communications for all of Disney’s strategic business initiatives, including the company’s acquisitions of Pixar, Marvel, Lucasfilm, and 21st Century Fox.

Prior to her appointment, Mucha coached Chew — alongside David Plouffe and Jim Messina, veterans of Barack Obama’s presidential campaigns — for a congressional hearing in March, according to The Wall Street Journal.

This was confirmed by Chew in his latest memo, saying: “I’ve been fortunate to spend a lot of time with Zenia over the last few months in her role as a consultant and have greatly benefited from her counsel and perspective.”

The changes in leadership at TikTok coincide with a broader reshuffling of roles within the company. Adam Presser, the company’s current Chief of Staff, will become Head of Operations, according to the memo obtained by Deadline.

Presser, who joined TikTok in April 2022, will now be tasked with Global Operations including Content, User Operations, and Distribution. He will also continue to lead the Project Management Office.

Chew also told staff that Lindsay Thomas and Kim Pham will join the Project Management Office, while Nicole Iacopetti, Isaac Bess, Seth Melnick, and the Regional Operations and Marketing Leads – Rich Waterworth, Kim Farrell, Yoichi Sato, Angga Putra, Kinda Ibrahim, and Marisa Hammonds – will report to Presser.

You can read Chew’s full memo, obtained by Deadline below:

Team,

We have some important changes coming to our leadership team that I want to share with all of you.

After nearly five years as a valued leader on TikTok’s executive team, V. Pappas has decided to step down to refocus on their entrepreneurial passions. As part of that, they will be exiting as COO, and in addition to their new pursuits will be serving as a strategic advisor to the company. I want to take this opportunity to thank V for their many contributions over the years. Throughout their time at TikTok, they have been instrumental in growing the business, advocating for the company, elevating our product offerings and marketing campaigns, and fostering a positive community of creators and users. They have had a significant and lasting impact and we are truly grateful for their tireless efforts. I know V is looking forward to this next phase in their career, and we wish them all the best in their new capacity and future endeavors.

As we continue to evolve our organizational structure, I am pleased to share the following new changes. Adam Presser, current TikTok Chief of Staff, will become TikTok’s Head of Operations. 20-year Disney veteran Zenia Mucha will join the company in the new role of TikTok’s Chief Brand and Communications Officer.

In his new role as Head of Operations, Adam will assume responsibility for Global Operations, which includes Content, User Operations, and Distribution, while continuing to lead the Project Management Office. In this capacity, he will seek to further develop the voices of TikTok’s vibrant and diverse ecosystem and drive closer cross-divisional strategic planning and collaboration, in an effort to bring to life our mission of inspiring creativity and bringing joy to people by nurturing and supporting creators, users, and partners worldwide. 

Lindsay Thomas and Kim Pham will join the Project Management Office and Nicole Iacopetti, Isaac Bess, Seth Melnick, and the Regional Operations and Marketing Leads – Rich Waterworth, Kim Farrell, Yoichi Sato, Angga Putra, Kinda Ibrahim, and Marisa Hammonds – will report to Adam.

Since joining TikTok in April 2022, Adam has led the TikTok PMO (Project Management Office) team, responsible for driving strategic planning, supporting the execution of business priorities, and guiding the development and implementation of key initiatives that are meaningfully impacting the company. Over the past year, he led the project management of EU Data Security (Project Clover), supported key Government Relations and Comms-led efforts, and has driven TikTok business strategy and alignment in pursuit of our 3-5-year plan. Prior to joining TikTok, Adam served as Executive Vice President, International at WarnerMedia, and the Head of WarnerMedia China, Australia, and New Zealand. Adam’s mandate across these regions included the distribution and marketing of WarnerMedia’s global films and TV series, the production of local language films and TV series, the operations of the company’s TV networks and the management of its ancillary businesses such as Games, Consumer Products, and Themed Experiences. In addition, he also led WarnerMedia International Home Entertainment Licensing. 

In her new role as TikTok’s Chief Brand and Communications Officer, Zenia will focus on advancing the strategic vision of our brand and advising key businesses. She will be in charge of overseeing the following key corporate functions: Global Marketing and Global Communications.

Zenia brings vast experience and expertise from the entertainment industry and we are eager for her to hit the ground running. As Senior Executive Vice President and Chief Communications Officer for The Walt Disney Company, she led a 500-person global media relations team and played a key role in elevating Disney to one of the most admired companies in the world. Zenia served as Disney’s top spokesperson for over two decades, leading communications for all of Disney’s strategic business initiatives, including the acquisitions of Pixar, Marvel, Lucasfilm, and 21st Century Fox, as well as the launch of D23, the first-ever official Disney fan club, with members in 35+ countries, and the opening of Disney’s first theme park and resort in Mainland China, Shanghai Disney Resort. Throughout her career, Zenia has had an extraordinary track record of advising the highest-level corporate executives on strategic and crisis communications, media and investor relations, reputation management, brand optimization, and employee relations. 

I’ve been fortunate to spend a lot of time with Zenia over the last few months in her role as a consultant and have greatly benefited from her counsel and perspective. She has tremendous instincts and has a strong vision for how best to grow and support the business. She and I agree that in the spirit of Always Day 1, it is essential that we widen the aperture of our Marketing and Communications functions to further fortify TikTok as a beloved brand and one of the most trusted entertainment platforms in the world. With Zenia’s vast expertise and deep experience, we are well positioned to do so effectively. 

Kate Jhaveri, Jodi Seth, Hilary McQuaide, Erin Fors, and the Regional Communications Leads – Sophy Silver, Renata Polatti, Irina Pavlova, Rola Abu Hassan, Cheryl Long, and Tsubasa Sato – will report to Zenia. 

As we embark on this next chapter, we are grateful to Zenia and Adam for their support and enthusiasm, and look forward to working closely with them as we evolve and Grow Together. I’d also like to thank V again for their contributions and continued commitment to the company. This is an important time for our company, and I am confident that we are in a strong position to match the opportunities ahead of us. Thanks for all you continue to do and keep up the great work!

ShouMusic Business Worldwide