Global Product Strategy

Global Product Strategy & GTM Manager, Performance Ads (Content & Services)

The Performance Ads Product Strategy & Operations team is part of TikTok's Global Monetization Product & Technology organization with a strong advertiser focus and a commitment to technical excellence. We work with advertisers across verticals such as eCommerce, Retail, Travel, and Media & Entertainment to make TikTok a growth channel for businesses of all sizes and a destination for consumers to discover and purchase products, content, and services. We are on the critical path to delivering TikTok's Ads revenue and building the next-generation performance ads solution for TikTok.

We are seeking an experienced Product Marketing Manager to lead product strategy and go-to-market planning for our performance advertising products. The ideal candidate is passionate about performance advertising and will partner with product and sales leaders to develop product strategies, translate customer and market insights into product requirements, and drive adoption and scale through GTM teams.

The role will own the end-to-end lifecycle of products—from understanding customer needs, to collaborating with Product Managers and Engineers on product planning and build, to GTM planning and execution for global launches that reach all TikTok app marketers. This includes inbound activities, alpha/beta testing, and outbound activities to understand customer needs and shape market-ready solutions.

Responsibilities

• Lead product and engineering teams to build deep empathy for global customers through market research, data, and customer insights.
• Advise and inspire teams to place customers at the center of every product and feature launched.
• Conduct qualitative and quantitative market research to explore new solutions and gather early insights to inform product planning.
• Assess product-market fit during alpha and beta testing, establish feedback loops, and ensure launches exceed customer expectations.
• Define the vision for product launches and GTM strategy; partner with regional counterparts to drive in-market activations, sales enablement, and product adoption.
• Drive short- and long-term product strategies; shepherd development across ideation, alpha, beta, and launch with cross-functional partners to bring products to market.
• Contribute to building a high-caliber product marketing team by sharing best practices and evolving processes and frameworks.

Qualifications

• Minimum Qualifications
  • BA/BS degree with 5+ years of product strategy experience in performance ads
  • Prior experience working on Performance Ads and with Product and Engineering teams
  • Comfort with ambiguity and a data-driven approach to establishing strategy and priorities
  • Experience launching products globally with core product marketing skills in positioning, messaging, naming, and GTM planning
  • Ability to manage multiple products and markets and prioritize to drive high impact (partnered with product management and/or engineering to represent market requirements)
  • Experience operating in a fast-paced environment with flexibility to work across multiple time zones
  • Self-motivated to set a high bar for success and excellence
• Preferred Qualifications
  • MBA or equivalent advanced degree
  • Experience building and launching advertising solutions for marketers at an ad network, platform, or as a media buyer on ad platforms
  • Experience with 0-1 product shaping strategy, testing in market, defining GTM, and planning for scaling

About TikTok

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok's global headquarters are in Los Angeles and Singapore, with offices in New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

Why Join Us

Inspiring creativity is at the core of TikTok's mission. Our product enables people to express themselves, discover content, and connect. Our diverse teams collaborate to create value for communities, inspire creativity, and bring joy. We foster curiosity, humility, and a bias for action to achieve meaningful breakthroughs as one team.

Diversity & Inclusion

TikTok is committed to creating an inclusive space where employees are valued for their skills, experiences, and perspectives. Our platform connects people globally, and our workplace reflects the communities we reach. We celebrate diversity and strive to create an environment that includes every voice.

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