Rebecca O’Keeffe leads Content Operations for TikTok in Ireland (and, recently, Scotland), where she works closely with creators, publishers, and broadcasters to help grow their presence and impact on the platform. With a focus on building a thriving content ecosystem, Rebecca ensures TikTok audiences are getting the most engaging, relevant, and diverse content—from emerging voices to established media. Passionate about storytelling and digital culture, she plays a key role in supporting the next generation of creators and shaping the future of entertainment on TikTok.