Nothing Technology appoints TikTok alum as first global comms head
Nothing Technology appoints TikTok alum as first global comms head
Publish Date: 2026-05-15 12:12:00
Source Domain: www.campaignlive.com
Nothing Technology has hired TikTok and Instagram vet Shavone Charles as its first global head of comms.
Charles will serve as the London-based brand’s “communications and culture architect” across U.S. and global markets, with a “core focus on helping to define cultural strategy across music, entertainment, fashion and lifestyle,” according to a company statement.
Nothing offers headphones, tech accessories, watches and clothing.
“What drew me to Nothing is that the company isn’t approaching technology like a traditional tech brand, it’s thinking about design, storytelling, creativity and culture as core parts of the business,” Charles explained. “I also care deeply about creating more equitable space for new voices and perspectives, as culture continues to shape the future of technology.”
Charles started in her position in April and reports to CEO Carl Pei while working closely with the executive leadership team, including with chief brand officer Charlie Smith, she said.
Prior to joining Nothing Technology, Charles was TikTok’s global head of multicultural comms for three years before stepping down in September. There, she led TikTok’s first diversity and inclusion communications function, helming TikTok’s Visionary Voices series throughout Black History Month, Latin Heritage Month and Pride Month.
Before TikTok, Charles held stints as VSCO’s director of comms and creative partnerships; Instagram’s head of global music and youth culture comms; and Twitter’s head of global music culture and comms. She currently serves as a board member for Soho House and Forbes.
“I’ve worked closely with creators, artists, brands, and emerging communities to build narratives that feel authentic, disruptive and culturally resonant,” Charles said, noting that each chapter of her career has “centered around understanding how culture, community and technology influence one another.”
Charles also has a social media brand of her own with…
