James Stafford is General Manager, TikTok UK. Prior to this role he served as Head of Partnerships and where his team was responsible for growing the community of creators, public figures and media partners and ensuring they feel recognised and safe on the platform during a period of hypergrowth. Since joining TikTok in 2020, James has focussed on growing the depth and breadth of content on the platform with a particular focus on entertainment, sport, education and supporting diverse voices and under-served audiences. James has over 15 years experience spanning technology, content, social media and sales. He was previously CEO of production and talent management business, Studio71 and has held senior roles at RTL Group's StyleHaul, YouTube and ITV.