Brands That Own the Moment Own the Market
September 16, 2025
In this episode of In Other Words, host Jason Hemingway speaks with Rema Vasan, Head of North American Business Marketing at TikTok, about how cultural moments shape brand growth. They explore why timing, authenticity, and content agility matter more than ever in today’s always-on, content-driven world, and how marketers can turn moments into lasting engagement and global growth.
In this episode of In Other Words, host Jason Hemingway is joined by Rema Vasan, Head of North American Business Marketing at TikTok, to explore how cultural moments are reshaping brand growth.
Rema shares why timing, authenticity, and agility matter more than ever in today’s always-on, content-driven world, and how brands can turn everyday cultural moments into meaningful, long-term engagement.
She also reflects on leadership lessons from her global career and offers a candid view on how technology and creativity intersect at scale.
What you’ll learn in this episode:
Rema shares why timing, authenticity, and agility matter more than ever in today’s always-on, content-driven world, and how brands can turn everyday cultural moments into meaningful, long-term engagement.
She also reflects on leadership lessons from her global career and offers a candid view on how technology and creativity intersect at scale.
What you’ll learn in this episode:
- How cultural moments can be transformed into momentum for global growth
- Why an “Always Day One” mindset helps brands stay relevant and adaptive
- The balance between planned campaigns and real-time content
- Why authenticity and representation matter in connecting with diverse audiences
- How marketers can leverage AI as a creative enhancer rather than a replacement
- Lessons in leading global marketing teams while staying locally relevant
Rema Vasan brings over 20 years of global marketing experience across Procter & Gamble, Pfizer, J&J, Unilever, Activision Blizzard King, and TikTok.
She has led marketing teams across Asia, Europe, and North America, specializing in digital, social, and influencer marketing.
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Highlights and YouTube Chapters:
- 00:00 Introduction
- 01:39 A Teenage Crush That Sparked a Career
- 03:36 B2B vs. B2C? It’s Really B2H
- 09:38 Why Brands Need to Show Up Consistently
- 11:34 The Power of Multilingual Messaging
- 17:05 The One Thing Rema Wants to Automate
- 22:31 What Success on TikTok Really Looks Like
- 26:24 AI and Creativity Can Coexist
- 29:22 Global Teams, Local Nuance
- 33:04 Vulnerability and Vision in Leadership
- 36:21 One Word for Global Growth
Episode Resources:
Rema Vasan, Head of North American Business Marketing at TikTok
TikTok Website
Jason Hemingway, Chief Marketing Officer at Phrase
Phrase Website