Executive summary
TikTok has become the pulse of culture; always on, always evolving. For Rema Vasan, Head of TikTok’s North American Business Marketing, the brands that thrive are those that treat culture not as a backdrop but as a business driver. In a recent episode of our In other words podcast, she explains: “Brands that own the moment own the market,” and the key is authenticity, timing, and agility.
Culture doesn’t take a day off. Brands that show up consistently, not just during big events, are the ones that turn moments into momentum. From Elf Cosmetics’ playful telenovela campaigns in Mexico to Nissan’s record-breaking Pathfinder launch through Auto Ads, Rema shows how cultural engagement translates into measurable outcomes. These range from brand favorability to performance metrics.
For the C-suite, this means rethinking how to operationalize agility at scale. Planning and structure still matter, but branded content should be “additive, not disruptive.” Measurement must tie cultural impact directly to business goals. And global marketing requires nuance. What resonates in Los Angeles may not in São Paulo.
AI, too, is becoming a strategic enabler. TikTok’s Symphony tools help scale creativity across languages and markets, while preserving local authenticity. “AI is a great enabler of creativity,” Rema explains, “it takes away the challenges of global marketing in a seamless way.”
Leadership underpins it all. Rema emphasizes vulnerability, transparency, and giving teams permission to learn through failure. For executives navigating global complexity, her message is clear: cultural marketing is no longer optional. In an always-on world, the brands that consistently own the moment will own the market.
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When Rema Vasan describes TikTok, she doesn’t start with numbers or ad products. She starts with culture. For the platform’s Head of North American Business Marketing, culture is both the raw material and the product: it moves fast, doesn’t take a day off, and demands the same agility from brands.
“I would say that we live in a world where communities are revolutionizing how moments are consumed and created,” Rema explains.
This transformation gives brands the opportunity to harness the power of always-on engagement with real-time amplification that creates lasting business impact.” – Rema Vasan, TikTok
It’s a philosophy that makes TikTok both a cultural phenomenon and a commercial juggernaut. And it’s why, Rema argues, brands that own the moment ultimately own the market.
A marketer from age 13
Rema knew early on what she wanted to do. Growing up, she lived next door to a young man who worked as a copywriter at Ogilvy. “I was 13, and I had the biggest crush on him,” she recalled with a laugh. “That’s how I found out what advertising was. He showed me how ideas and creativity could have a positive impact on human behavior. That notion fascinated me, and it kind of stuck with me.”
That spark grew into a 20-year career spanning agency roles, client-side leadership, and now platform marketing. She’s worked across Asia, Europe, and North America, absorbing cultural nuances while developing a clear philosophy:
“I really think about it as B2H—business to human. Even in B2B, you’re still talking to people. The opportunity is always to think about marketing from a human-centric lens: what motivates people, what influences them.”
Timing and authenticity in a culture that never stops
With over a billion users worldwide and 170 million in the U.S., TikTok has become the pulse of culture. For brands, the challenge isn’t just to show up during the Super Bowl or Oscars, it’s to be present every day.
“Culture doesn’t take a day off. The real value is showing up consistently, not just during tentpole moments, but all the time.”
That consistency turns moments into momentum. Consider Elf Cosmetics, which tapped into telenovela tropes to connect with Mexican audiences, blending humor and cultural recognition. Or Nutter Butter, a legacy snack brand that reinvented itself for Gen Z with cryptic, playful TikTok storytelling that demanded attention. Both campaigns demonstrated that the most effective branded content feels organic, not imposed.
Authenticity also means speaking to audiences in the way they speak to each other. In the U.S., for instance, Rema points to research showing bilingual Hispanic audiences respond most strongly to campaigns that mix Spanish and English, and that representation in content matters as much as language itself. For executives, the implication is clear: multilingual content isn’t just a local adaptation, it’s a direct driver of cultural resonance and business performance.
At the same time, agility doesn’t mean chaos. Rema is quick to point out that planning matters too. “The best branded content is additive, not disruptive,” she said. “You still plan for tentpole events, but the magic happens when you build an always-on layer around them.” For executives balancing budgets, it’s a useful reframing: agility can be operationalized, not improvised.
Measurement that ties culture to business
For senior leaders, cultural engagement only matters if it translates into business outcomes. Rema is unequivocal on this point. “We define success not just as engagement metrics, but by the business problems we’re solving,” she explains.
The auto industry provides a clear illustration. TikTok has become a vital discovery engine for car buyers: more than half of users watch auto reviews and explore new models on the platform.
Mercedes has leveraged this behavior to drive measurable lifts in brand favorability, while Nissan used TikTok’s new Auto Ads solution to promote its Pathfinder SUV. The result was a record-breaking campaign that performed so well, Auto Ads is now a permanent fixture of Nissan’s strategy.
The lesson for executives: TikTok is where culture happens and where cultural relevance drives business performance.
AI as a creative enabler, not a replacement
Executives are understandably cautious about AI. Will it dilute creativity? Undermine authenticity? Rema sees it differently. “At TikTok, our philosophy is that AI enhances human creativity, not replaces it,” she said.
“It’s almost like a creative partner,” Rema explained. “It helps generate ideas, write stronger briefs, and stay on top of trends. Simplifying the work behind the work so creativity can flourish.”
“AI is a great enabler of creativity. It takes away the challenges of global marketing in a seamless way.” – Rema vasan, TikTok
For global enterprises, the takeaway is clear: AI should reduce friction, not replace human ingenuity.
Leading global teams in an always-on world
Beyond platforms and products, Rema is deeply reflective about leadership. She oversees a team that spans geographies, with both global direction and regional execution. “How do you scale your marketing, yet ensure that it’s relevant to different regions? That’s always the balance,” she said.
Her approach is rooted in context and transparency. “People don’t naturally love change,” she admitted. “But when you build a culture of leaning into change and embracing it rather than shying away, it can be magical.”
She practices vulnerability as a form of leadership. “It’s about acknowledging what I might have learned along the way through what didn’t go right. Giving people permission to fail, because that’s how you learn.” For executives managing distributed teams, the message is universal: lead with vision, but don’t hide the human side.
And sometimes that human side is refreshingly mundane. During our regular “Inbox Confession” segment, Rema knew exactly what she would like to automate: “My calendar. I’m always playing calendar Tetris.” It’s a moment that will resonate with anyone who’s struggled with back-to-back calls, and proof that even at the top, leaders wrestle with the same daily grind.
The science behind cultural storytelling
TikTok doesn’t just ride cultural waves; it studies them. Rema’s team produces the annual What’s Next trend report, based on data from a global marketing science group. This year’s theme—BrandChem—captures the shift from brands dictating consumer wants to listening, adapting, and co-creating.
“Gone are the days when marketing was about driving consumer wants and needs. Now it’s about listening, adapting, and transforming,” she said. “The comments section is the ultimate focus group goldmine.”
For executives, the takeaway is practical: cultural intelligence isn’t anecdotal. It’s a form of marketing science, with direct implications for strategy, product development, and market expansion.
Moments are fluid, not singular
As the conversation drew to a close, Rema reframed what “owning the moment” really means. Moments, she argued, are no longer singular, they’re fluid. A cultural flashpoint can start with a hashtag, peak at a red-carpet event, and echo through memes for weeks.
TikTok has built monetization tools to help brands participate. Pulse Premiere allows advertisers to run alongside premium publisher content, while sponsorships for events like Formula One and Beauty Month give brands structured ways to tap into tentpoles.
Her final advice for leaders sums up this philosophy:
“Brands that own the moment own the market. But owning the moment doesn’t mean just showing up once. It means showing up authentically, consistently, and with agility, because culture is always on.” – Rema Vasan, TikTok
Hear more
If you’ve enjoyed this look at the highlights from the latest episode of In Other Words, you can hear the entire episode now on our website, or subscribe via Spotify, Apple, or wherever you listen to your favorite podcasts.
