TikTok has cut employees from its U.S. ad department as part of a restructuring of the unit, as the fast-growing social media app responds to the economic slowdown that has slammed the ad business of its competitors, such as Meta Platforms and Snap.
Employees of the Chinese-owned app were notified several weeks ago that certain roles in the ad department would be consolidated and those affected would have 30 days to find another job at TikTok, according to a person familiar with the matter. Earlier this month, the head of the advertising sales team, former Meta executive Blake Chandlee, told staff about a wider reorganization of the global advertising team that factored in the reduced employee numbers. It’s unclear how many people’s jobs were affected. The reorganization hasn’t been previously reported.