With over a decade in advertising, spanning sales, marketing, and strategic roles, Callum has built a reputation as an award-winning creative thinker. In his role as a strategist, he has spent the last three years at TikTok as a Strategy Lead at TikTok's in-house creative agency, Creative Lab. Here, among other things, he authored key guidelines on global creative best practices for advertisers. Now, as the Creative Lead of Marketing Solutions, Callum is spearheading strategy and content creation for TikTok’s European Business Marketing Department.