I’m Effy Song, a Senior Creator & Strategy Manager at TikTok, specialising in creator monetisation and ecosystem growth. With over 4.5 years at TikTok, I’ve led initiatives across both commission-based commerce (TikTok Shop) and gifting-driven content monetisation.

I’ve worked with a creator base of over 1.6 million, building end-to-end creator lifecycle strategies, launching reward and incentive programmes from the ground up, and developing scalable monetisation pathways. My work has enabled more than 50,000 creators to successfully monetise their content and build sustainable income streams.

I believe sustainable monetisation comes from strong community engagement, structured growth pathways, and consistent creator activation.