Jarek Carethers is a creative innovation executive known for transforming culture-first storytelling into platform-native brand experiences. With a background that spans global creative strategy, branded entertainment, and integrated campaign development, Jarek has helped shape digital activations for top brands across beauty, entertainment, and tech.

Most recently, he led innovative partnerships and go-to-market campaigns at TikTok, where he was instrumental in launching award-winning activations like TikTok In the Mix and Beauty Month. Prior to that, he served as Global Director of Creative Strategy, building and mentoring cross-functional teams that bridged brand vision with cultural relevance.

Jarek’s creative leadership draws from over a decade in agency and founder-led roles, including as Executive Creative Director at WPP’s UniWorld and founder of ABEA, a platform amplifying underrepresented beauty entrepreneurs. He’s passionate about building campaigns that move beyond transactional engagement and into moments of emotional resonance.

As a juror, Jarek brings a sharp eye for originality, cultural authenticity, and digital fluency, always pushing for work that not only performs, but fosters genuine human connection.’