Alumna Interview with Isobel Sita-Lumsden, TikTok’s Head of Business Marketing for Europe

For our Alumna of the Month interview, we spoke to Isobel Sita-Lumsden, TikTok’s Head of Business Marketing for Europe.

Isobel joined Bromley High School in Reception in 1985 and left in 1999, after studying A level Art, English and Business Studies. She read Business Studies at the University of Brighton.

Please can you briefly describe your current role?

I am Head of Business Marketing for Europe at the video entertainment platform, TikTok. As business marketing is my specialism, the audience I’m targeting is customers who advertise on TikTok, and it is my role to educate and inspire them about how to use our platform to meet their business goals. I lead on the strategy and operations of my team, which is made up of 25 marketers across 12 countries in Europe. Together we run marketing campaigns, events, partnerships and our communication channels to promote TikTok.

I’ve been working in marketing for almost 20 years now, almost all of it in the media industry, and this is the most creative and fulfilling role I’ve had to date.

How did Bromley High School help shape your future career?

HUGELY! There was a real pivotal moment at school that set me on my path.

I wasn’t very academic, musical, or sporty. Even though I loved Art, English and much of school, I struggled to know what path to go down. When I got the opportunity to run the Sixth Form Fashion Show I felt I found two skills I was really good at; event/ project management and leadership. That project was the catalyst to understanding more about marketing, PR and opportunities in business, which led me to the right work experience and degree choice.

It is great that Bromley High School has all kinds of opportunities that enable new experiences and give girls a chance to test and learn new skills.

What aspects of Bromley High School did you most enjoy, and find most rewarding?

We were so lucky to have such fantastic facilities. I lived in the Art Studio, it was my happy place. Being able to spend hours in creativity with such great teachers and like minded students. I loved the freedom we had in the Sixth Form to lean in to our passions and spend more time on the subjects that bring joy.

What is your favourite memory of being at Bromley High School?

It has to be the Sixth Form Fashion Show! A close second would be my one and only piano recital when I got to play for my parents. I could see the pride on their faces (and probably also the relief that the music lessons were paying off!) It is moments like these that make you feel proud of the effort you put in and remind you how far you’ve come.

What value do you get out of your connections with your fellow alumnae?

Some of my fellow alumnae are now my best friends, some of them from Reception! Whilst we all have chosen quite different paths and spread out across the South East, we are supportive, encouraging and each other’s biggest cheerleaders.

How have you benefited from being part of the wider GDST community?