TikTok has named Kate Jhaveri as its global head of marketing, according to a LinkedIn post. Jhaveri, who most recently served as the chief marketing officer for the NBA, will fill the role vacated by Nick Tran, who left TikTok in January 2022.

Jhaveri takes the reins from Vanessa Pappas, TikTok’s global chief operating officer, who was handling global marketing responsibilities in the interim.

Tran’s departure came as TikTok looked to return to basics in its marketing strategy, according to people close to the app. Tran was interested in tying the app to NFTs and other “marketing stunts.” At the NBA, Jhaverti oversaw the league’s 75th anniversary campaign and had to navigate schedule disruptions caused by the pandemic. 

“Throughout my career, I have been fascinated by communities. What brings people together; how communities evolve and grow; and all the stories and amazing people within a community,” Jhaverti wrote on LinkedIn. “There is no more creative, educational, engaging and culture-defining community than TikTok & I'm thrilled I have the opportunity to help shape this brand and tell this community's amazing stories!”

The hire comes at a time when TikTok’s popularity is soaring, with many brands making the platform a core pillar in their marketing strategies. TikTok’s algorithm-fueled For You Page has helped make products go viral, leading to sales in real life. 

The app seems to be leaning into that shopping momentum with plans to open fulfillment centers, which could make the app an e-commerce competitor with Amazon, according to Axios. 

Jhaveri joined the NBA in August 2019 after serving as chief marketing officer at Amazon-owned Twitch. She was previously head of consumer marketing at Twitter and head of brand marketing at Facebook.