Product Marketing Manager - TikTok Operations

About the team

Creators are the heart and soul of TikTok. The Creator team's mission is to facilitate our Creator community's growth and development, drive high-quality content production, and increase creator engagement and product adoption through scaled content and education programs. This team will also create scalable initiatives to build, celebrate, and recognize our diverse and inclusive communities around the world.

We are looking for a Marketing Campaigns Manager to own end-to-end execution of product marketing campaigns that drive awareness, perception, adoption, and usage of products and key value propositions among professional creators. This is a highly executional, operator-led role focused on turning product priorities into high-quality paid campaigns that run on and off platform (e.g., TikTok, YouTube, Reddit). You will partner closely with agencies, cross-functional teams, PMs, and the Global Creator Marketing team to deliver campaigns grounded in product performance, creator insights, and measurable outcomes. The role reports into a regional/domestic lead, with close collaboration with the Global Creator Marketing team.

Responsibilities

• Own product marketing campaigns end-to-end: Plan and execute paid marketing campaigns tied to creator product awareness, perception, and adoption across on- and off-platform channels.
• Drive scale and performance: Use paid campaigns to deliver both top-of-funnel outcomes (awareness, perception) and lower-funnel outcomes (product adoption, usage).
• Lead creative and agency execution: Write briefs, review scripts and creative, and manage agencies while staying hands-on throughout execution and optimization.
• Optimize based on results: Monitor performance against core metrics and adjust messaging, creative, and targeting based on learnings.
• Coordinate and document: Partner with Product, Comms, and Creator Marketing Teams to align priorities, and document learnings to inform future campaigns and global best practices.

What This Role Is / Is Not

This role is:

• Deeply executional and performance-oriented
• Focused on creator product marketing, creator perception, and product adoption
• Hands-on with agencies and creative development

This role is not:

• A pure brand marketing role
• A media buying role
• A purely strategic or high-level marketing planning role

Qualifications

Minimum Qualifications:

• 5+ years of experience in product marketing, performance marketing, or paid campaign execution
• Proven experience running paid campaigns for products (tech, platforms, tools, or creator products)
• Strong understanding of creator-style, product-led creative (not traditional brand ads)
• Experience managing agencies and external partners
• Strong project management, organization, and cross-functional coordination skills
• Comfort working with data, metrics, and performance insights to inform decisions

Preferred Qualifications:

• Experience in the creator economy, media, entertainment, or platforms
• Experience working across multiple markets or regions
• Familiarity with lifecycle or lower-funnel marketing tied to product adoption

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, and we also have offices in New York City, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

Why Join Us

Inspiring creativity is at the core of TikTok's mission. Our innovative product is built to help people authentically express themselves, discover, and connect—and our global, diverse teams make that possible. Together, we create value for our communities, inspire creativity, and bring joy—a mission we work toward every day. We strive to do great things with great people. We lead with curiosity, humility, and a desire to make an impact in a rapidly growing tech company. Every challenge is an opportunity to learn and innovate as one team. We're resilient and embrace challenges as they come. By constantly iterating and fostering an "Always Day 1" mindset, we achieve meaningful breakthroughs for ourselves, our company, and our users. When we create and grow together, the possibilities are limitless.

Pay

The base salary range for this position in the selected city is $108,800 - $288,000 annually. Compensation may vary outside of this range depending on a number of factors, including a candidate’s qualifications, skills, competencies, and experience. Base pay is one part of the Total Package that is provided to compensate and recognize employees for their work, and this role may be eligible for additional discretionary bonuses/incentives and restricted stock units.

Benefits

• Day one access to medical, dental, and vision insurance
• 401(k) savings plan with company match
• Paid parental leave
• Short-term and long-term disability coverage
• Life insurance
• Wellbeing benefits
• 10 paid holidays per year
• 10 paid sick days per year
• 17 days of Paid Personal Time (prorated upon hire with increasing accruals by tenure)