Kinda Ibrahim is Ushering in a New Era at TikTok

Community, safety and female empowerment is at the forefront of the social media platform’s new Regional General Manager of Operations and Marketing (Middle East & Türkiye)

She’s a different breed of tech executive. That’s the impression you get when you meet Kinda Ibrahim. With over 17 years of experience working across a multitude of roles and companies within the sector, the Syrian-Canadian industry veteran doesn’t fit into any kind of stereotypical mould; she’s not a “Mark” or a “Sheryl,” she’s simply Kinda: a leader who takes pride in her work as TikTok’s new regional general manager of operations and marketing (Middle East & Türkiye), ready to further an agenda where community, female empowerment and user safety make up the platform’s core values. Kinda is fuelled by her passion for innovation; and any ego and eccentricities have been firmly set aside.

“Going into tech at an early age… it was one of the most fascinating experiences of my life,” she explains as she looks back on her formative years. Growing up Kinda was amazed at the input-output aspect of her family’s home computer. It was this fascination that led to her pursue a Bachelor of Computer Science degree from the American University of Beirut before getting an MBA in Marketing and Finance from Concordia University in Montreal, Canada. With a background in programming and project management, she eventually made the move to the business side of the tech industry in 2012 when she joined Yahoo as head of media and business operations.

From there she spent a short stint at Microsoft as editor in chief of MSN Arabia, followed by seven years at Twitter in the role of director of global partnerships (MEA and Türkiye). In the Spring of 2022 she joined TikTok, becoming the first-ever woman to hold the role of regional general manager of operations and marketing. That’s quite the CV.

“I’ve always been fascinated about the intersection of tech, content and users; how tech can help users discover content that is very, very interesting to them,” she says, highlighting the overlap in her skillset and how it’s enabled her to succeed at what she does.

Bazaar Arabia sat down with Kinda to discuss the importance of being vulnerable as a leader; intrinsic family values and what’s cooking to further TikTok’s success here in the region.

Did you always know you wanted to go into tech?

We had a computer at home and when I was very young I found it so intriguing that you could actually tell it what to do. So, going into college, myself and my siblings all went into tech. I did my undergraduate degree in Computer Science and I worked as a programmer for a few years. And then I transitioned to the business, media and marketing side, but it was always with tech companies. I have just always been fascinated with the pace of innovation and how it can positively impact people’s lives.

What is the vision TikTok has for the MENA region?

TikTok has had a lot of success globally. We have more than a billion users that come to the platform every month, to connect with their communities, to grow their business and to learn. We’ve seen a lot of success in this region and we want to continue with that.

TikTok is very unique in how it transforms the way users engage with entertainment content. We’re seeing a lot of cultural trends that started on the platform that then go viral. Community is at the heart of everything we do. We really want to work to foster and grow these local communities and to help them flourish.

“I have always been fascinated with the pace of innovation and how it can positively impact people’s lives”

This issue of safety on TikTok has been in the news recently. How does this factor into the vision?

We’re taking a lot of steps in terms of the policies, features and tools that help us make TikTok a safe environment for our users. Two years ago we launched the umbrella initiative Safer For You, and a lot of what we do falls under that. On Safer Internet Day (February 9th) we did a campaign with the help of creators surrounding online safety, and how to make use of the tools and features available on TikTok. We established the Safety Advisory Council – which is a global initiative, but what’s particular about this region is the council that we work with is [filled with people] from this region. They understand the cultural and local nuances and they’re able to advise us on matters of online safety concerns and how to address them. Online safety is an industry-wide challenge and it’s a key priority for the company to make sure that we provide a safe environment for our users.

Has there been anything that has surprised you since joining TikTok?

I wouldn’t say surprised… I’d say pleasantly surprised. The team is dynamic, they’re vibrant and creative – which shouldn’t be surprising, given that we work at a platform where our mission is to inspire creativity and create joy. The pace of innovation is really inspiring and the team is agile. All these are things that made me want to come work here. I’m very happy that what I thought about the platform is very much reflected in the culture of how we operate as a company.

“It’s very important to be vulnerable and approachable, and help your team to unlock their potential”

How are you working to empower the next generation of women in tech?

Women empowerment is a real passion of mine. I always like to be invested in mentorships for women who want to grow their careers and reach their potential. TikTok is taking a lot of initiatives to empower and raise the voices of women on the platform. For example, the #TikTokOfWomen page has generated more than three billion views and through it there is an opportunity to raise the voices of policymakers, leaders, and entrepreneurs, and help them have a voice on the platform. This past International Women’s Day, we held an event at Alserkal Avenue where we showcased examples of leading women so people could get inspired and learn about how the platform helps women amplify their voices.

What’s the greatest lesson you’ve learned when it comes to managing a team?

It’s very important to be vulnerable and approachable, and help your team to unlock their potential. These would be the two lessons I would advise anyone to understand and focus on if they want to pursue leadership roles in their career.

What’s the most important thing you’ve learned from your parents?

Be humble and be kind – these are our intrinsic values as a family… and the sky’s the limit. You can achieve everything that you want to do if you set your mind to it.

Photography: Efraim Evidor. Styling: Imogene Legrand

From Harper’s Bazaar Arabia’s September 2023 issue