Felicity McVay Former Global Head of Entertainment, TikTok
As Global Head of Entertainment at TikTok, Felicity is responsible for the development ofentertainment content strategy, partnerships and programs globally.
Felicity is among the most senior executives at TikTok worldwide, and manages her role from her home in Sydney, Australia.
Felicity joined TikTok in 2020 as a foundational member of the Australia and New Zealand executive team. In her role as Director of Content Partnerships, she was responsible for developing local creator and media publisher relationships. During this time she forged TikTok’s first partnership with the Sydney Cay & Lesbian Mardi Gras and oversaw delivery of its creative campaign and float. Felicity is also responsible for developing the ‘Every Voice’ funding initiative in partnership with Screen Australia andNZ On Air, and ‘Cot a Minute?’ funding initiative with Screen Producers Australia,which combined have generated more than 20m views. As Interim Head of Marketing in 2020, she delivered award winning integrated campaigns across TV, OOH, in person activations, events and social as part of the ‘It Starts on TikTok’ and ‘Summer Starts on TikTok’ national brand campaigns.
Prior to TikTok, Felicity led the YouTube business in Australia and New Zealand, where she worked with rights—holders and original content creators across music, sports, entertainment and lifestyle. She joined the business in 2010 as its first female hire in Australia, and over her 7.5 years there delivered several product launches including YouTube Music, YouTube Kids and Coogle Play Movies & TV, a business she ultimatelymanaged across APAC. Felicity identifies her biggest achievement as co-developing ‘Skip Ahead’, a funding initiative in partnership with Screen Australia, which is now in its 9th year and has delivered over $20m to content creators.
Felicity is recognised as being a pioneer in the digital content space, inspiring a new generation of creators to be all that they can be through delivery of customised programs to help them elevate their content and commercial ambitions on the global stage. She is an accomplished speaker and regularly delivers keynotes at industryconferences on topics such as the growth of the creator economy, along withparticipating as a panellist or MC.
Felicity’s love of storytelling and empowering others to develop their voices started at entertainment juggernaut, FremantleMedia (now Fremantle), where she worked on iconic television shows including American Idol, The Price Is Right and Neighbours. At Fremantle in both Australia and the United States, Felicity was responsible for driving commercial outcomes and monetisation opportunities and secured an $80m deal with Disney to build the American Idol Experience theme park attraction in Florida.
Felicity started her career as a lawyer with international law firm Mallesons Stephen Jacques (now King & Wood Mallesons) where she worked in the telco division and M&A Divisions. Felicity holds degrees in Law (Hons 1st) and Arts.