Associate Product Marketing Manager - TikTok LIVE Gaming

Responsibilities

TikTok LIVE team's mission is to work hand-in-hand with creators & influencers, agencies, and partnership organizations to create an environment that brings communities together in real time to create meaningful and interactive connections around the globe.

TikTok LIVE's U.S. Gaming team is seeking a Product Marketing Manager (PMM) to drive feature adoption, creator engagement, and market success in the gaming livestream ecosystem. This role sits at the intersection of product, creators, and marketing, owning go-to-market (GTM) strategy, creator communications, and data-informed iteration to ensure TikTok LIVE Gaming becomes the best platform for creators and audiences.

Responsibilities:
Go-to-Market & Feature Launch
- Partner with Product Managers to shape positioning, messaging, and localized requirements for new gaming livestream features.
- Own GTM planning for high-impact launches, including creator onboarding, educational campaigns, and marketing assets.
- Coordinate phased rollouts and track adoption metrics to evaluate launch success.

Creator Insights & Feedback Loops
- Build structured research channels (surveys, interviews, sentiment analysis) to capture creator feedback at scale.
- Synthesize qualitative and quantitative data into actionable product recommendations.
- Influence product roadmaps by prioritizing creator pain points and market opportunities.

Performance & Optimization
- Track livestream KPIs (ACU, watch time, interactions, revenue) to evaluate feature performance.
- Partner with Analytics and Product teams to identify adoption barriers and optimize creator experiences.
- Share performance insights with leadership to inform strategic investments.

Campaigns & Messaging
- Develop creator-facing playbooks, tutorials, and messaging to drive adoption of new features.
- Collaborate with Product, Insights team and Creator Management to design educational campaigns that highlight best practices.
- Manage official TikTok LIVE Gaming channels for feature updates, spotlighting creator success stories, and reinforcing community trust.

Cross-Functional Leadership
- Act as the bridge across Product, Insights, Creator Management, Marketing, Trust & Safety, and Legal.
- Collaborate with Creator Management on creator communication for feature launches, ensuring clarity and consistency across touchpoints.
- Ensure U.S. market needs are represented in global strategy discussions.

Tooling & Infrastructure
- Identify gaps in internal tooling (e.g., dashboards, usage trackers, bug reporting flows).
- Drive improvements in operational tooling to increase visibility and efficiency.
- Partner with product and data teams to deploy scalable infrastructure for feature support.

Qualifications

Minimum Qualifications:
- 1-3 years of experience in Product Marketing, Creator/Gaming Operations, or Community Marketing at a content platform (TikTok, YouTube, Twitch, etc.).
- Proven ability to craft creator-centric positioning and messaging that drives adoption and engagement.
- Strong understanding of the gaming creator ecosystem and livestreaming culture.
- Experience managing end-to-end GTM campaigns, from strategy through execution.
- Analytical mindset with ability to leverage data to inform decisions and measure impact.
- Excellent communication and cross-functional collaboration skills.

Job Information

[For Pay Transparency] Compensation Description (annually)

The base salary range for this position in the selected city is $83600 - $143556 annually.

Compensation may vary outside of this range depending on a number of factors, including a candidate's qualifications, skills, competencies and experience, and location. 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 may vary depending on the nature of employment and the country work location. Employees have day one access to medical, dental, and vision insurance, a 401(k) savings plan with company match, paid parental leave, short-term and long-term disability coverage, life insurance, wellbeing benefits, among others. Employees also receive 10 paid holidays per year, 10 paid sick days per year and 17 days of Paid Personal Time (prorated upon hire with increasing accruals by tenure).

The Company reserves the right to modify or change these benefits programs at any time, with or without notice.

For Los Angeles County (unincorporated) Candidates:

Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state, and local laws including the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act. Our company believes that criminal history may have a direct, adverse and negative relationship on the following job duties, potentially resulting in the withdrawal of the conditional offer of employment: