TikTok turns Springer manager into Germany boss

© prima91 – stock.adobe.com

With headlines like “Trump vs. TikTok “is making the headlines on the Chinese video platform at the moment: Now TikTok has appointed a general manager for Germany for the first time – and he comes from Axel Springer SE.


In the midst of the headlines about a possible takeover by Microsoft, Netflix and Co., the Chinese platform for mobile short videos has appointed Tobias Henning as General Manager Germany. The 41-year-old comes from Axel Springer SE and will be the first head of Germany to develop TikTok’s business from October.

“Germany is one of our most important markets. We invest a lot in building the team and we are very pleased that Tobias will continue to drive our growth and our localization strategy. Tobias has a lot of experience in the development of digital content models and their further development and will lead TikTok Germany into the next growth phase ”, says Rich Waterworth, General Manager Europe.

Before that, Tobias Henning headed the premium digital content business of “Bild” and “Welt” as General Manager Premium. Before joining Axel Springer SE, the fully trained lawyer worked for the law firm Hengeler Mueller, among others. He also completed an MBA at the ESCP Business School in Paris.

“I’m really looking forward to starting at TikTok and can’t wait to work with the many talents behind this unique product. TikTok has enormous potential and I’m looking forward to starting with the team, ”says Tobias Henning.

Since 2018, users have been able to watch videos on TikTok, but also create them themselves on their smartphones. It is an international platform, but with the appointment of general managers in the USA, Great Britain, Australia, Canada, Japan and now also in Germany, the aim is to offer a stronger local product experience.

Image source:

  • tiktok: © prima91 – stock.adobe.com


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