TikTok is restructuring its advertising leadership in the U.S. as it prepares for increasing regulatory scrutiny.
Emily Freed has been promoted to General Manager of U.S. Agency Partnerships, taking over the role from Jack Bamberger. She shared the news during TikTok’s NewFronts event last night, noting she has been in the position for nearly a week.
Freed has been with TikTok for over three years, most recently serving as a global account lead. Prior to joining the company, she held senior roles at UM Worldwide, including Executive Vice President and Global Managing Partner.
Her promotion reflects TikTok’s efforts to reinforce ties with advertising agencies, many of which are reassessing their media spending strategies amid broader economic uncertainty.
As the platform faces a potential ban in the U.S.—with a final decision expected by mid-June—TikTok has experienced a wave of leadership changes, including the departure of several senior figures. The company is also reportedly considering acquisition options to avoid a forced sell-off that could jeopardize access to its 170 million American users.
Earlier this week, former President Donald Trump indicated he would support extending the ban if necessary.
During the NewFronts showcase, hosted by comedian Hasan Minhaj, TikTok avoided direct mention of the regulatory challenges. Instead, the company emphasized its commitment to safety and transparency. Its head of trust and safety highlighted $2 billion in trust and safety investments last year, along with its ongoing partnership with Oracle for data security.
