Annie Arsane Mattar

Annie Arsane Matter is the Head of Business Marketing of TikTok Middle East, Turkey, Africa, and Pakistan. She spent most of her 16-year career honing her brand building skills at Procter and Gamble. She spent over a decade specializing in Insights and Analytics before she moved to Brand Management where she led the Pantene business in the MENA region.

Mattar joined TikTok at the beginning of 2021. She established the Platform Strategy team, responsible for building the TikTok for Business Brand across METAP and then moved on to leading the Business Marketing organization.

When she isn't working, Mattar spends time with her daughters, Ella and Carlie, who finally think she is cool since she joined TikTok. She is an avid reader but often finds herself quoting the books she reads, which her colleagues politely tolerate.