Isobel Sita-Lumsden is the Head of B2B Marketing Europe at TikTok. Prior to this, she held senior roles at Time inc, AOL and Verizon Media. 

Isobel is a creative and strategic marketer, passionate about big media brands and driving business growth.

TikTok is the leading destination for short-form mobile video, whose mission is to inspire creativity and bring joy.

We discuss:

1. How TikTok helps B2B businesses achieve their marketing goals 
2. What B2B brands should know about TikTok audiences
3. Why B2B marketers undervalue the importance of creativity
4. The role of humour in TikTok’s B2B Marketing