Simon Hofmeister

Group Vertical Director - Apps, Travel, Finance & RMG at TikTok

United Kingdom

About

I’m a commercial and creative leader with over 15 years’ experience building and leading teams across technology, retail, and ecommerce — spanning brand, ad tech, and partner-network roles. I’ve consistently led high-performing teams driving growth through full-funnel media strategy, data-driven decision-making, and the adoption of AI-driven solutions across multiple digital channels to deliver measurable commercial impact. Passionate about innovation, I’m focused on how AI and emerging technologies are reshaping discovery, creativity, and commerce — and how teams can evolve their thinking and capabilities to thrive in that future.

Experience

  • TikTok (4 yrs 3 mos)
    • Group Vertical Director - Apps, Travel, Finance & RMG
      Jun 2026 - Present · 2 mos

    • Head of Industry - Fashion & Sports, Commerce
      Jan 2024 - Present · 2 yrs 7 mos

    • Head of Industry - eCom, Key Accounts
      May 2022 - Dec 2023 · 1 yr 8 mos

  • Full-time parenting at Career Break
    Dec 2021 - May 2022 · 6 mos

    A bit of quality paternity time spent visiting every single baby-friendly attraction London has to offer plus a few trips away (covid restrictions permitting).

  • ASOS.com (7 yrs 5 mos)
    • Global Head of Performance Marketing & Media Partnerships
      May 2019 - Dec 2021 · 2 yrs 8 mos

    • Global Affiliate & Partnerships Lead
      Mar 2018 - May 2019 · 1 yr 3 mos

    • Snr. Global Affiliate & Partnerships Manager
      Sep 2016 - Mar 2018 · 1 yr 7 mos

  • Awin Global (5 yrs 4 mos)
    • Account Director & Strategist
      Oct 2012 - Jul 2014 · 1 yr 10 mos

      Account Director at the UK’s largest affiliate network, leading on their largest brand client account (Sky) and simultaneously working as a Strategist within AWin’s strategy team.

    • Team Leader
      Dec 2010 - Oct 2012 · 1 yr 11 mos

      Team leader overseeing a team of 2 account managers, 2 account executives and 1 admin assistant. Also account manager on the O2 account.

    • Account Manager
      Jan 2010 - Dec 2010 · 1 yr

      Account Manager on one of the Key Accounts teams at Affiliate Window. Acting as the main contact and aiding in the effective delivery of Affiliate Marketing campaigns for various brand clients including Sky, Maximuscle, P&O Cruises, Opodo and Chain Reaction Cycles.

  • Marketing Executive at DP Events
    Oct 2007 - Oct 2008 · 1 yr 1 mo