Scott Thwaites is TikTok’s Head of Business Partnerships for Gaming and New Markets in the Middle East, Turkey, Africa, and Pakistan (METAP) region.

As one of TikTok’s first employees in the METAP region, Thwaites has been instrumental in designing and implementing business structures to generate revenue in these markets. Prior to his appointment at TikTok, Thwaites worked as the Head of Global Projects at Ad Dynamo for over a year. He then joined Twitter in 2014 as a Partner Manager for the EMEA region. He quickly became the Senior Sales Partner Manager for the MENA region before joining TikTok in 2019.

In this What’s Next interview, Thwaites meets with Aki Anastasiou to discuss TikTok for Business, which provides brands and marketers with access to TikTok’s broad user base that consumes a diverse range of content. Thwaites also outlines how brands can track their metrics through the TikTok for Business platform to drive business impact and measure success.