Head of Communications, EU E-Commerce

Responsibilities

We are seeking a Head of Communications EU to support TikTok Shop across 13 European markets.

This role reports to the global lead for e-commerce communications and acts as the main communications stakeholder for TikTok Shop Operations, Business and Product teams in TikTok Shop's European markets as well as cross-functional legal, policy and governance & experience teams.
This role will be critical in contributing to the global e-commerce comms strategy, while building narratives, devising pan-European and market communications strategies, and advising business and product teams on a range of topics including product positioning, messaging alignment in the EU regulatory environment, market trends, and external issues, ultimately safeguarding our brand reputation across the region.

The role will lead European efforts to demonstrate how TikTok Shop is making a positive impact on small businesses and enterprise brands in Europe, spotlight how we're building a positive shopping experience for our community and demonstrate our commitment to creating a safe and positive platform experience.

Responsibilities
- Strategic Communications Partner: Act as the primary communications lead for EU Market Operations leadership, providing counsel on new-market entries, assessing PR risks/opportunities, and shaping product launch narratives.
- Team Leadership & Development: Lead and mentor a team Comms Leads in the core market clusters, setting priorities, and driving high-impact execution. Act as comms counsel in markets without a dedicated e-commerce comms team.
- Media Relations: Build strong relationships with select top-tier and trade press at the European level, proactively securing coverage, managing inquiries, and managing news cycles. In partnership with market comms leads, guide, advise and handle inbound press inquiries on a range of issues.
- Executive Training: Train and coach executives and subject-matter experts, equipping them with concise messaging for interviews and in-person events.
- XFN Stakeholder Management: Work cross-functionally with regional and global communications teams based on regional and market needs to drive clear narratives about our business product, partnerships and vision. Serve as the lead communications POC for XFN partners (marketing, operations, policy, legal, creator partnerships), ensuring message alignment and advising on market trends, potential risks, and opportunities specific to European markets.
- Messaging alignment with Public Policy & Government Relations: Provide counsel on messaging related to the EU regulatory landscape, working closely with the Public Policy & Government Relations teams to ensure external messaging is aligned and consistent for both journalists and policymakers.
- Risk mitigation and issues management: Proactively identify fast-moving issues and key risks. Partner with cross-functional teams in Strategic Readiness, Legal, Public Policy & Government Relations and Operations to craft strategies and messaging to mitigate those risks and safeguard the TikTok Shop brand.
- Content oversight: Review and advise on EU-wide TikTok Shop externally facing content including seller communications, presentations, seasonal promotions, logistics updates and more for accuracy and reputational risks.

Qualifications

Minimum Qualifications:
- Bachelor's degree in Communications, Journalism, Marketing, or a related field.
- Proven progressive experience in a pan-European strategic communications role, with significant experience in a leadership or management capacity.