Acast has appointed Liv Sandberg, currently TikTok’s Regional General Manager for Global Business Solutions across Central Europe and the Nordics, as EVP, Europe. Sandberg will join the podcast company in early 2027, reporting to CEO Greg Glenday and joining its senior leadership team.

The role consolidates Acast’s Nordic and broader European operations under a single regional leader for the first time, with the company’s European market leads reporting to Sandberg. She will also run the Nordics directly, succeeding Managing Director Jenny Rahm, who is departing after four years.

Sandberg has spent nearly six years at TikTok, first building the company’s Nordic advertising business before her remit expanded to Central Europe, a combined territory of 17 markets, in 2023. Before TikTok, she was Head of Agency at Meta for the Nordics and spent 17 years at media agency Starcom Nordics, part of Publicis Groupe, including a stint as CEO. She has sat on the board of IAB Sweden since 2019 and is nominated for “Industry Person of the Year 2026” by Sveriges Mediabyråer.

“Liv has been at the front of two industry shifts already, social at Facebook, short-form video at TikTok, and she has sat on every side of the equation we are solving at Acast: the platform, the demand side and the agency,” Glenday said. “Very few people can say that.”

Sandberg framed the move around podcasting’s growth trajectory: “I’ve spent my career watching new formats move from experiment to essential, and podcasting is at that same inflection point now.” She pointed to Acast’s work “making the medium truly buyable for advertisers while protecting the independence that makes creators powerful in the first place” as a balance she called “rarer than it sounds.”

The hire lands amid Acast’s European business expansion. The company reported that net sales in the region grew 25% year on year in Q2 2026. It also follows a run of leadership and product moves at the company. In late August, Acast named Mark Bulling, a product veteran of Apple, Meta, and WPP Media’s Choreograph unit, as VP Product, and promoted Ricardo Neto to the newly created Managing Director, U.S. Sales role. That month also brought the $20 million acquisition of podcast network Backyard Ventures, the opening of video monetization on Apple Podcasts to every creator on Acast’s platform, and a partnership with newsletter platform Kit letting podcasters and newsletter writers cross into each other’s formats.

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