Foap taps former TikTok and Meta executive to lead Europe growth

Foap has named Mattia Frese as Business Director to expand the company’s business across Western Europe and the Nordics and deepen its push into social commerce. The hire adds a veteran with experience at Meta and TikTok as Foap scales creator marketing and TikTok Shop services.

Why it matters: - Foap is adding senior sales and product-marketing experience as it pushes harder into Western Europe, the Nordics and social commerce. - The hire strengthens Foap’s ability to sell creator marketing, paid media and TikTok Shop-related services to global brands.

What happened: - Foap appointed Mattia Frese as Business Director. - Frese will lead growth across Western Europe and the Nordics. - The appointment is part of Foap’s broader expansion across Europe.

The details: - Frese brings more than 15 years of experience in digital marketing, advertising and business development. - He previously held senior roles at Meta and spent more than five years at TikTok. - His most recent TikTok role was Product Marketing and Partners Lead in London. - At Foap, Frese will support the development of creator marketing, social commerce and TikTok Shop offerings. - During his TikTok tenure, Frese worked with major brands and agencies on new advertising products, partnerships and business growth. - Frese also supported TikTok Shop activity for clients across Central and Eastern Europe, Southern Europe, the Nordics and the UK. - Foap is a global creative agency and production platform with a community of more than 4.5 million creators. - Foap provides strategy, creator marketing, content production, paid media and social commerce services across TikTok, Meta and YouTube. - Foap employs more than 100 people and works for global brands across multiple markets. - Foap is headquartered in Warsaw and operates across Europe, the US, Asia and Latin America. - Foap’s website is More information.

Between the lines: - The hire signals Foap wants deeper commercial credibility in social commerce, especially around TikTok Shop. - Frese’s background at both Meta and TikTok gives Foap a leader who understands platform products and brand adoption from both sides of the market. - CEO Mateusz Zybaczyński said Foap had worked with Frese at TikTok’s London office and was impressed by his product knowledge, local market understanding and ability to scale new solutions.

What's next: - Frese is expected to help Foap accelerate growth in key European markets. - Foap will likely use the hire to expand its social commerce capabilities and win more brand business. - The company continues to position itself as a cross-platform partner for creator-led marketing and commerce.

The bottom line: - Foap is betting that a TikTok and Meta veteran can help turn its creator and commerce services into faster international growth.