WPP has named former TikTok executive Rema Vasan as Global President, Social and Creator at WPP Open X, expanding its creator and social media leadership for The Coca-Cola Company as the agency group deepens its focus on AI-powered marketing.
Vasan will oversee the transformation of WPP Open X's social and creator capabilities for Coca-Cola, spanning creator partnerships, commerce, cultural marketing and artificial intelligence. She announced the appointment on LinkedIn, describing the role as an opportunity to build a more connected model for creator-led marketing.
In her post, Vasan said creators are becoming increasingly important as AI changes the way people discover, consume and engage with content, arguing that social media is now central to brand growth rather than an extension of traditional marketing.
She also said the role would focus on developing an operating model that connects culture, commerce and creator ecosystems at scale while strengthening business impact for Coca-Cola.
Vasan joins WPP after serving as Head of North America Business Marketing at TikTok, where she led initiatives to drive advertiser adoption of the platform's AI-powered advertising products. She also oversaw TikTok's global gaming business marketing strategy.
Her previous experience includes leadership positions at Marina Maher Communications, MSLGROUP and Pfizer Consumer Healthcare, with roles spanning communications, digital strategy and global brand marketing.