A growth-focused operator with a strong foundation in the creator economy, platform ecosystems, and product operations. Applied a multidisciplinary approach to driving user engagement, scaling communities, and shaping platform strategy across Southeast Asia and emerging markets. Currently leading TikTok’s user and platform growth efforts across Malaysia and the wider SEA region, managing local community programs, strategic initiatives, and partnerships that strengthen the creator ecosystem and platform adoption. Previously played a key role in the cold-start of the esports startup ESPL (Esports Players League), with a proven track record of launching and scaling go-to-market products and services from the ground up.…

Andrew Gan

A growth-focused operator with a strong foundation in the creator economy, platform ecosystems, and product operations. Applied a multidisciplinary approach to driving user engagement, scaling communities, and shaping platform strategy across Southeast Asia and emerging markets. Currently leading TikTok’s user and platform growth efforts across Malaysia and the wider SEA region, managing local community programs, strategic initiatives, and partnerships that strengthen the creator ecosystem and platform adoption. Previously played a key role in the cold-start of the esports startup ESPL (Esports Players League), with a proven track record of launching and scaling go-to-market products and services from the ground up.…

Available to hire

A growth-focused operator with a strong foundation in the creator economy, platform ecosystems, and product operations. Applied a multidisciplinary approach to driving user engagement, scaling communities, and shaping platform strategy across Southeast Asia and emerging markets.

Currently leading TikTok’s user and platform growth efforts across Malaysia and the wider SEA region, managing local community programs, strategic initiatives, and partnerships that strengthen the creator ecosystem and platform adoption.

Previously played a key role in the cold-start of the esports startup ESPL (Esports Players League), with a proven track record of launching and scaling go-to-market products and services from the ground up.

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Language

English
Fluent
Malay
Advanced
Chinese
Intermediate

Work Experience

Head of Creator Marketing (Freelance Consultant) at TikTok / ByteDance Skyloona Motion Studio
September 1, 2021 - July 1, 2024
Co-led content operations, platform, and marketing strategies across TikTok SEA, resulting in optimized user growth and retention for over 250 million DAU through data-driven insights. Analyzed market trends and user demand metrics, enabling proactive decision-making that boosted average content consumption and improved user retention by 12% in the SEA region. Developed business partnerships with local industry leaders and regulators to enhance creator-led campaigns, resulting in a 38% increase in brand visibility and a significant uplift in user engagement in H1 2024.
Head of Community (Branding & PR Marketing) at TikTok / ByteDance Skyloona Motion Studio
August 1, 2024 - Present
Collaborated with the US-Global Government Relations and PR team to address geopolitical trust issues via localized sentiment campaigns (e.g., Digital Literacy, TikTok Awards), achieving an 11% increase in brand trust and 90% DAU retention in Malaysia. Partnered with local government to support SME businesses via TikTok Shop rollout (e.g., Hari Raya Open House), blending community impact with commercial adoption. Co-developed SOPs for content ecology, social listening, and media response, maintaining at least 20+ Tier-1 media coverages monthly and enforcing high-trust community standards across Facebook, Instagram and X.
Livestream Community Manager at TikTok / ByteDance Skyloona Motion Studio
December 1, 2019 - September 1, 2021
Launched TikTok LIVE campaigns with real-time feedback, boosting watch time by 18%, cutting creator complaints by 22%, and improving moderation speed by 30%. Delivered TikTok LIVE product updates and campaign reports via CSAT feedback analysis and user sentiment metrics, maintaining a CSAT score above 85%, resolving 40+ high-priority issues quarterly, and reducing escalation rate by 25%. Scaled the LIVE creator/guild ecosystem with a 63% active creator rate, and pioneered LIVE Subscriptions, reaching USD 250K revenue and top SEA subscriber growth in month one.
Esports Players League (ESPL) Special Project Associate at Esports Players League (ESPL)
December 1, 2019 - September 1, 2021
Managed community growth initiatives across SEA, South Asia, and LATAM, resulting in a 38% increase in user engagement and over 100k new sign-ups within the first year of operations. Developed strategic partnerships and led community engagement projects, driving a 38% increase in KOL activation and platform growth. Conducted detailed market analysis to inform the company’s regional expansion strategy, ensuring alignment with local gaming trends and user preferences.

Education

Bachelor in Communication (HONS), Public Relations at Universiti Tunku Abdul Rahman (UTAR)
January 1, 2017 - January 1, 2020

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Software & Internet, Professional Services, Retail, Education