TikTok has announced that it has appointed its first UK General Manager. Richard Waterworth, previously Lead EMEA Marketing, has been promoted to the new role. He will continue as Lead EMEA Marketing but will now oversee TikTok's UK operations. 

Prior to TikTok, Richard spent nearly a decade leading YouTube's regional marketing across EMEA. In addition to driving the launch and rollout of new services such as YouTube Premium, YouTube Music Subscription, and YouTube Kids, he also led major brand-building activities including significant education and engagement programmes across key user, industry and regulatory audiences. Earlier in his career, Richard held senior marketing roles at the broadcaster ITV and the Extreme Sports Channel. 

Following his appointment, Richard Waterworth said in a statement: "The UK is a leading hub for creativity and TikTok's exponential growth in the market reflects the strong appetite among users and creators for a differentiated platform that offers a fun and genuinely positive space for creativity."