Sanjit Sarkar

• Multiple roles at TikTok, currently lead all relationships with UK teams, leagues & rightsholders. Key highlights:
• Olympics: Led negotiation at CEO level, signing and delivery of TikTok sponsorship of Team GB for Paris Olympics. Rights included, in-app content, brand marketing, experiential and CSR elements. Cross functional collaboration with external & internal teams, agencies and creators.
• Euros (Multiple): Led large-scale Copa90 activation with 650 videos and 15 livestreams, including TikTok's first live studio format. Optimization enabled over 10% of all football views on TikTok and reached key audience 10% better than other sports content. Taken 360° approach working cross-functionally with broadcasters, The FA, and creators to build a unique content offering.
• FIFA World Cup: Developed content strategy that made England the 2nd most engaged team globally on TikTok. Led delivery of content partnerships with licensed broadcasters and UK creator programme.
• Premier League: Lead Premier League relationship at TikTok, spearheaded launch of LATAM and USA accounts and supported on delivery of league KPI's.
• Six Nations Rugby: Led TikTok's award-winning partnership with Six Nations Rugby, boosting TikTok brand trust metrics and breaking attendance records for women's matches while delivering triple digit growth in Six Nations content engagement metrics YoY.
• Burnley Women's: Developed and negotiated unique brand partnership with Burnley women's team leading to over a 1 million viewers on there live matches.
• Golf creator programme: Identified golf as a key growth area for TikTok. Conceptualised and led delivery of a year long golf creator programme leading to increase in views of 493% across the cohort YoY.
• Internationalisation & Localisation: Worked with the NFL, NBA & PGA Tour in developing European content strategies.

• As part of a practical module at Loughborough University, operated as an external consultant for football fan engagement app JAFA tasked with developing an international expansion strategy

• Managed key client relationships and collaborated with Strategy & Insights team.
• Worked with blue chip companies, Premier League clubs, Formula 1, and the Indian Super League.
• Signed and delivered the top-performing content campaigns for a major Indian Premier League club sponsor.

Completed short term internships with Coca Cola, WPP (JWT), and Vodafone. Developed teen targeting strategies at Coca Cola, worked on client services for Unilever's LUX at JWT, and analyzed user behavior for a Vodafone internet dongle launch.