As Head of Global Marketing, Kate Jhaveri leads marketing for TikTok globally including development of innovative marketing campaigns, insights and analytics and brand messaging across the TikTok products, communities and creators. She leads brand, consumer, corporate and creator related programs and activations to deliver brand value and business growth for the over 1 billion users globally. Additionally, she oversees the consumer insights and analytics groups.

Prior to joining TikTok in 2022, Jhaveri served as Chief Marketing Officer for the National Basketball Association, where she was responsible for leading the global marketing operations for the NBA, NBA G League and NBA 2K League, including the development of innovative marketing campaigns and brand messaging across all platforms to connect with fans and grow the game of basketball around the world. She led the NBA through the COVID hiatus, Restart of the League in the NBA “Bubble” as well as leading NBA75, the League’s 75th anniversary season. She led marketing across the NBA, the WNBA, the G League and the 2KLeague, as well as celebrating the League’s 75th anniversary.

Previously, Jhaveri served as Chief Marketing Officer of Twitch, where she established the platform as the leader in live interactive content. Leading Twitch’s brand strategy, Jhaveri oversaw a global team of 250 employees and was responsible for growing, engaging and retaining the brand’s core audiences of more than 20 million daily active viewers and more than 3 million unique content creators each month.