# Winning at the Speed of Culture: How Brands Are Reinventing Marketing on TikTok (Mike Westgate, Head of US Enterprise Retail & Telecom Sector at TikTok)

Page: https://stenobird.com/podcast/the-cpg-view-6029523/winning-at-the-speed-of-culture-how-brands-are-reinventing-marketing-on-tiktok-mike-westgate-head-of-us-enterprise-retail-telecom-sector-at-tiktok
Text version: https://stenobird.com/podcast/the-cpg-view-6029523/winning-at-the-speed-of-culture-how-brands-are-reinventing-marketing-on-tiktok-mike-westgate-head-of-us-enterprise-retail-telecom-sector-at-tiktok.md
Podcast: [The CPG View](https://stenobird.com/podcast/the-cpg-view-6029523)
Published: 2026-03-12T13:25:59+00:00
Episode link: https://podcasters.spotify.com/pod/show/thecpgview/episodes/Winning-at-the-Speed-of-Culture-How-Brands-Are-Reinventing-Marketing-on-TikTok-Mike-Westgate--Head-of-US-Enterprise-Retail--Telecom-Sector-at-TikTok-e3gb8nb
Audio file: https://anchor.fm/s/da4fa968/podcast/play/116809899/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-2-13%2Fdc568e43-d2f6-2e35-e3dd-ac6aec60d87d.m4a
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Duration seconds: 1423

## Resource

You’ve worked across startups, agencies, and large enterprises. What connects all those chapters of your career and brought you to where you are today? What originally drew you to TikTok and made this role the right next step in your journey? As Head of US Enterprise Retail and Telecom how do you help legacy brands succeed on a platform that moves at internet speed? How do you help large enterprise retailers and CPG brands translate their existing strategies into something that feels native on TikTok and what separates brands that truly win from those that simply show up? Looking ahead what do you think brand leaders need to unlearn in order to win on modern platforms?

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