Foap Hires Former TikTok Executive to Drive European Social Commerce Growth
Stockholm, Friday, 7 August 2026.
Foap appointed former Meta and TikTok executive Mattia Frese as Business Director on August 6, 2026, aiming to expand its social commerce reach across Western Europe and the Nordics.
Executive Appointment and Timeline
Foap officially appointed former Meta and TikTok executive Mattia Frese as its new Business Director on August 6, 2026 [1]. This strategic hiring decision was announced to strengthen the company’s leadership team effective immediately [2]. Frese assumes responsibility for scaling operations specifically across Western Europe and the Nordic regions [1]. The appointment marks a significant development for the Warsaw-headquartered company as it navigates the current fiscal year [2].
Strategic Focus on Social Commerce
The primary objective of this leadership change is to expand the company’s footprint in the rapidly growing social commerce market [1]. Frese will support the continued development of Foap’s creator marketing and TikTok Shop offerings [2]. His role involves leveraging creator-led content to drive conversion across digital sales channels [1]. This shift highlights a broader enterprise trend toward integrating commerce capabilities directly within social media platforms [2].
Company and Executive Profile
Foap operates as a global creative agency and production platform employing over 100 people [1]. The company manages a community of more than 4.5 million creators across the US, Europe, Latin America, and Asia [2]. Mattia Frese brings over 15 years of experience in digital marketing and business development to the position [1]. During his tenure at TikTok, he managed go-to-market strategies and supported the development of TikTok Shop in the UK and Europe [2]. CEO Mateusz Zybaczyński noted that Frese’s experience would be a major addition as Foap continues to expand social commerce capabilities [1].