Lisa Friedrich is the Head of SMB for Europe, a team that is dedicated to enabling the success of small and medium sized advertisers on TikTok. The SMB team is based in Dublin, Ireland but works across Europe to help businesses grow, retain and build effective relationships with their target customers. Prior to joining TikTok, Lisa was the Chief Marketing Officer at Evident, a cybersecurity startup as well as the founder of JCG Digital, a boutique sales and marketing consultancy that focused on small and medium sized tech companies.  Over the course of her career, Lisa has held leadership roles at both start-ups and Fortune 100 companies, including Facebook and Bank of America.