Sameer Singh, TikTok’s North America head of ad sales, is leaving the company, according to an internal memo reviewed by ADWEEK. The announcement comes as the popular video-sharing app faces mounting pressure, with a U.S. ban set to take effect on January 19.
Singh joined ByteDance in 2019 and has been a central figure in steering TikTok’s North American ad business. He will remain with the company until the end of February. Prior to his role at TikTok, Singh served as GroupM’s South Asia CEO.
“Sam will return to India at the end of January and remain available to support the NA team through the end of February,” wrote Blake Chandlee, TikTok’s president of global business solutions, in the memo that was shared with TikTok’s internal sales teams. “Notably, throughout 2024, Sam has led our teams in the U.S and Canada through an unprecedented political environment, dedicated to protecting our incredible users, creators and the business partners that use TikTok every day.”
Singh’s work at TikTok began with overseeing the company’s monetization efforts in India, where he helped manage the aftermath of the country’s ban of the app in 2020, according to the memo. He also played a key role in expanding TikTok’s presence in markets like Brazil, Southeast Asia, and the Asia Pacific region.
Looking ahead, TikTok plans to “immediately begin the search for a new leader to oversee our NA business,” the memo noted.
Preparing for a potential ban
Singh’s departure comes at a pivotal moment for TikTok, with a U.S. ban looming amid escalating national security concerns. The U.S. government has threatened to ban TikTok unless ByteDance divests from the app, citing fears that the Chinese government could access user data.
The ban’s potential impact on advertisers and creators could be significant. Marketers’ strategies for performance advertising may be disrupted, and it could be harder for people to discover brands. Additionally, the competitive landscape for digital advertising could be reshaped.
The decision has also raised broader questions about the government’s control over tech platforms in terms of the balance between national security and free speech. The Supreme Court is set to hear arguments on January 10 regarding the potential ban. Meanwhile, TikTok is set to appear at CES next week, where executives will discuss the best ways for marketers to use its platform.
