Francis Stones
Global Head of Brand Safety & Responsible Media @TikTok
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WORK HISTORY
Global Head of Brand Safety & Responsible Media @TikTok
Manage TikTok\'s global brand safety team to lead TikTok\'s global GTM strategy; educating the industry on TikTok\'s brand safety, platform integrity, AI, privacy and sustainability capabilities, facilitating regional excellence and delivering revenue growth- Tripled \'confidence to invest\' across enterprise clients, directly supporting new revenue gains across sensitive clients, and restricted verticals.Develop advertising and platform policy positions to support revenue growth, meeting commercial expectations whilst maintaining industry and user trust- Primary commercial representative for internal regulatory governance workstreams (including DSA), bridging regulatory requirements with revenue-driving functions across European markets- Oversaw launch of internal training and intelligence resources to up-skill all commercial employees on platform and brand safety- Incorporated digital standards partnerships within agency JBPs, making trust & safety a strategic advantage for agency clients; creating multi-faceted and bespoke education programs, leading to increased product and policy understanding- Keynote speaker and author of platform positioning on a variety of online safety topics, industry and regulatory challenges- Manage TikTok\'s industry councils to support advertising and platform safety policy and product roadmaps- Launched TikTok\'s sustainable advertising program providing measurement solutions to support carbon reduction across TikTok clients.
EDUCATION
New York University
Exchange Programme, Future of Cities
Imperial Business School
Master of Business Administration - MBA (Jan 2018 - Dec 2019)
ABOUT FRANCIS STONES
Francis leads the Global Brand Safety & Responsible Media team based in New York. He oversees TikTok\'s GTM strategy to support trust & revenue goals, supports brand protection programs, whilst driving global strategic partnership initiatives with; agency holding groups, creator ecosystem partners, industry trade groups, global and European non-profits, and international institutions. Prior to that, Francis spent 13 years at BPA Worldwide, in London, Istanbul and Dubai in a variety of roles within the media measurement and verification organisation, all focused on providing transparency and accountability within the media buying proces. H
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