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Social media sensation TikTok has hired former NBCUniversal (NBCU) and Fremantle exec Dominic Burns to manage its partnerships across Europe.

Burns, who is based out of London, becomes senior manager for the mobile video platform’s growing EU Content Partnerships team and will report to Harish Sarma, who leads the Global Content Partnerships division.

TBI understands his remit involves working to build strategic relationships for TikTok owner ByteDance across genres, including entertainment and sport.

TikTok, which allows users to create and upload short videos set to music, comes amid surging interest in the social media app, with uptake soaring during the global Covid-19 pandemic.

Burns was most recently SVP of brand management & commercial at NBCU, with a remit across all commercial activities around owned TV content, including social media strategy, brand partnerships and licensing, and live events. He reported into Sarah Cooper, COO at NBCU International Television Production, who left last summer, as revealed by TBI. (source @TBI)