Ellie Holmes

Ellie Holmes is Head of Compliance (UK & EU) - Governance and Experience at TikTok Shop, where she built the regional compliance team for UK & EU and leads product safety, platform compliance and governance and regulatory engagement. With over 20 years experience spanning TikTok Shop, Amazon, Asda and international retail, she has built global compliance frameworks across more than 30 geographies. Her expertise spans policy development, proactive risk management, engagement with UK and EU regulators, translating regulatory requirements and enforcement priorities into effective strategies to protect customers and enable responsible growth at marketplace scale.