Callum Mayfield-Smith

Callum Smith is a marketing and advertising leader at TikTok, focused on helping brands translate creativity, culture and technology into measurable business impact. As Head of Product Marketing Communications for Europe and Israel, and Interim Global Head of Thought Leadership, Callum works across regional and global teams to shape TikTok’s commercial narratives, product positioning and strategic marketing programmes. His work spans AI, creativity, platform strategy, brand building, performance marketing and C-suite client engagement. Prior to TikTok, Callum held senior creative strategy and commercial strategy roles across media and publishing, building a career at the intersection of storytelling, insight and business growth. He is particularly interested in how brands can use creativity, culture and emerging technology to create more relevant, effective and commercially valuable marketing.