TikTok nabs former Disney executive as chief brand and communications officer

Social media platform TikTok has appointed former chief communications officer of The Walt Disney Company, Zenia B. Mucha, as its chief brand and communications officer, according to The New York Times.

Under the newly formed role of chief brand and communications officer at TikTok, Mucha will be in charge of spearheading TikTok’s global marketing and communications strategies.

Prior to her new journey with TikTok, Mucha had an established tenure at The Walt Disney Company, where she transitioned from the role of senior vice president of communications for ABC Television Group to chief communications officer, a role which she held for over 16 years before leaving the company last January. She then held the role of president for ZM strategies since last August.

Additionally, prior to her stint at Disney, Mucha worked in politics as the director of communications and senior policy advisor for the office of the governor for over six years.

Don't miss: TikTok recruits ex-Disney comms chief and former Obama officials in fight against US ban

Mucha brings with her expertise garnered from her numerous years in the industry, where she advised highest-level corporate and government executives on strategic and crisis communications, media and investor relations, reputation management, brand optimisation and employee relations.

Knowing that audience’s curiosity will be peaked regarding her departure from Disney after a long stint, according to an internal memo seen by The New York Times, Mucha said that after a long career in roles that required dedicated commitment, she now desired the freedom to focus on other priorities which she could not do before, and that was spending time with her family and friends.

Mucha has been working with the TikTok team for a while now though after she was part of the team that helped to coach its CEO Shou Zi Chew for a congressional hearing that was held in March. Alongside Mucha, David Plouffe who was instrumental in handling Obama's 2008 presidential campaign as well as Jim Messina who worked on Obama's re-election campaign in 2012 were brought on to help.

Meanwhile, The Walt Disney Company has reappointed Robert Iger as CEO in 2022, for two years replacing Bob Chapek who took over the reins in 2020. Iger is tasked by the board to set the strategic direction for renewed growth and to work closely with the board in developing a successor to lead the company at the completion of his term. Iger was previously CEO from 2005 to 2020 and according to the company, expanded on Disney’s legacy of storytelling with the acquisitions of Pixar, Marvel, Lucasfilm, and 21st Century Fox. He was also responsible for increasing the company’s market capitalisation fivefold during his time as CEO.

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