In her role, Khartoon is responsible for leading TikTok's global business group including the Big 6 Agencies and the world’s biggest Brands. With 20+ years experience in Marketing, Media, and Tech, prior to building TikTok, Khartoon has led the Global revenue business at Spotify, served as Chief Marketing Officer and Managing Director at MDC Partners, and Mediacom North America, VP at iHeartMedia, and cut her teeth at BBDO, Ogilvy, and Grey Worldwide. In all of her roles, Khartoon was instrumental in scaling her companies to “Agency of the Year” multiple times over, and credits that success to transformative strategies for brands like Amazon, Apple, ABInBev, AMEX, The Coca-Cola Company, Disney, Google, P&G, PepsiCo, Unilever, Samsung and many more. She has been recognized by Campaign’s elite “40 Over 40”, AdAge's “40 Under 40” and AdWeek’s “Top 50” lists, she has an executive education from The Wharton School, and lives in NYC with her husband and two rescued cats.
In today’s fast-moving digital world, brands need more than just great products to succeed—they need storytelling, strategic partnerships, and data-driven decision-making. Khartoon Weiss, a leader in global brand marketing, recently shared key insights on how brands can thrive using TikTok Shops, the platform’s game-changing e-commerce feature. Here are some of the biggest takeaways:
Focus on Authenticity in TikTok Shop Partnerships
Consumers on TikTok crave authenticity. They engage most with brands that collaborate with creators who genuinely align with their values. TikTok Shops provide a unique space where brands can partner with influencers to create organic, engaging shopping experiences that feel natural rather than forced.
Focus on The Power of Storytelling in E-Commerce
People don’t just buy products; they buy into stories. On TikTok, brands can showcase their products through storytelling—whether it’s behind-the-scenes content, user-generated reviews, or viral trends. The key is making shopping feel entertaining, not transactional.
Ensure You Are Meeting Consumers Where They Are—On TikTok
TikTok is where culture happens in real time. Successful brands understand that TikTok Shops isn’t just a marketplace—it’s an interactive space where shopping meets entertainment. By leveraging trending sounds, challenges, and creator collaborations, brands can meet consumers in the moments that matter.
Think of Data as a Competitive Advantage
Gone are the days of gut-feel marketing. TikTok’s algorithm provides brands with deep insights into consumer behavior, enabling them to refine their messaging, personalize recommendations, and optimize campaigns for maximum engagement and conversion.
Remember to Stay Agile in the Fast-Paced TikTok Ecosystem
Trends on TikTok move fast, and so do successful brands. The brands that win in TikTok Shops are the ones that stay ahead of trends, experiment with content, and remain flexible in their approach. By adapting quickly, brands can turn viral moments into long-term sales success.
TikTok Shops isn’t just another e-commerce platform—it’s a revolution in how consumers discover and purchase products. Brands that leverage authenticity, storytelling, and real-time engagement will not just survive—they will thrive.
Is your brand ready to take advantage of TikTok Shops?
