TikTok SG head of brand partnerships departs

TikTok head of brand partnerships, Singapore, Danny Irsyaduddin Osman, is stepping down from his role.

He announced the move in a LinkedIn post, marking the end of more than five years with the company.

Danny joined TikTok in 2021 as financial services and energy lead within the Southeast Asia brand partnerships team. In 2022, he became deputy team lead for SEA, heading a cluster of key accounts across financial services, media and entertainment, sports, tourism and FMCG, according to his LinkedIn.

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He was promoted to team lead, brand partnerships, SEA in early 2023, where he focused on driving growth across consumer electronics, telco and tech and government partnerships, as well as positioning Singapore as a strategic hub market for key regional accounts.

In 2024, Danny took on leadership of TikTok’s government and regulatory, travel and finance portfolios. He was appointed head of brand partnerships for Singapore and hub in 2025.

Prior to TikTok, he was a senior account manager for advertising, media and strategic partnerships, APAC at Carousell, where he worked with brands and agencies on managed services and programmatic solutions targeting mobile-first audiences across the region. 

He has also held roles at SPH Radio and Sphere Exhibits.

During his time at TikTok, Danny has been instrumental in driving several high‑impact partnerships, including Samsung’s Galaxy S24 series launch campaign in 2024 and DBS’s SME Banking livestreaming activation in 2025.

MARKETING-INTERACTIVE has reached out to Danny for more information. TikTok has declined to comment. 

His departure comes as TikTok continues to deepen its presence in Singapore through initiatives such as TikTok Shop’s partnership with the Singapore Retailers Association and Workforce Singapore. Established last month, the partnership will see the three partners collaborate to reskill the retail workforce for social commerce roles.

The skills cover the full spectrum of social commerce operations, including pre-stream planning and content curation, behind-the-scenes technical setup and promotional design, live audience engagement and sales conversion, post-stream analytics and follow-up activities. 

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