Julia Zhou

Julia Zhou is the Brand Strategy & Standards Team Lead at TikTok, where she plays a pivotal role in shaping the brand's marketing strategies and identity. With over 13 years of experience in brand and consumer product marketing, she has worked on both the brand and agency sides, focusing on integrated marketing and creative branding initiatives.

In her current position, Zhou has been involved in significant projects such as the "Sound of TikTok," which received recognition at the Clio Awards for its innovative audio branding strategy. This project aimed to create a distinctive and timeless audio identity for TikTok, enhancing its global presence and brand recognition.25 Additionally, she contributed to TikTok's global brand refresh, which sought to establish a cohesive design system that maintains a strong global identity while being flexible enough to adapt to various markets.34

Zhou is also known for her collaborative work with various teams within TikTok to ensure that brand standards are met across all platforms and campaigns. Her expertise in brand strategy is complemented by her ability to drive creative solutions that resonate with consumers globally.16