Integrated Marketing Manager - TikTok Local Services
Responsibilities
Team Introduction
TikTok Local Services (TikTok GO) is a one-stop commerce solution that connects global users with local services through the creative use of TikTok POI (Points of Interest), short videos, LIVE, and search. It delivers valuable real-life experiences and inspires users to explore the world around them.
With the mission of "Discover great places, Empower local businesses" Local Services aims to be the most trusted platform to discover great places and connect local businesses. It helps communities engage with restaurants, hotels, and attractions, equips businesses with new ways to connect with customers and drive transactions, and combines innovative marketing and operational tools to support sustainable growth.
Responsibilities
1. User Penetration & Product Mindshare Building (Online): Develop and execute end-to-end user growth and mindshare penetration strategies for certain product in the US market. Drive product awareness through in-app ad campaigns, creator partnerships, and official owned media. Define value proposition for TikTok native ads and In-Feed Ads; optimize core metrics such as CPM, CTR, and conversion rate to drive search volume and user adoption.
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2. Creator Ecosystem & Content Strategy: Build and manage a tiered creator ecosystem for US dine-in vertical, covering top, mid, and local micro tier creators. Launch content initiatives to drive organic engagement and product adoption. Partner with TikTok US social media and PR teams to drive official announcements and industry coverage.
3. Offline Store Penetration & Showcase Case Building: Design and execute co-branded offline activation programs with ranked restaurants. Develop in-store materials (badges, posters, creative displays) and user check-in incentives. Identify and build flagship merchant success stories, covering diverse segments (e.g., casual neighborhood spots, fine-dining venues).
4. Cross-Functional Coordination & End-to-End GTM Management: Lead cross-functional collaboration with product, ads, creator operations, PR, and merchant operations teams to align on GTM timelines, milestones, and business goals. Build a comprehensive GTM performance measurement framework, tracking core KPIs including user penetration, merchant adoption, content volume, and transaction conversion.
Qualifications
Minimum Qualifications
- Bachelor's degree or above.
- 5+ years of experience in GTM, or brand strategy for consumer internet, local services, deep understanding of the US market, familiar in US user consumption habits, social media content preferences, and the local media landscape.
- Proven track record of designing and executing end-to-end GTM strategies, from user mindshare building and content seeding to offline activation. Ability to lead cross-functional teams to deliver complex projects.
- Data-driven decision-making skills, with experience using performance data to iterate strategies and balance multiple priorities.
Preferred Qualifications
- Prior experience in marketing or creator operations for social media platforms, with familiarity in platform ad tools, content ecosystems, and algorithmic rules.
- Proven experience building viral or benchmark marketing campaigns for food, OTA, or lifestyle products in the US market.
- Experience working with US restaurant/merchant partners, with an understanding of their operational pain points and needs.
Perks and Benefits
Health and Wellness
- Health Insurance
- Dental Insurance
- Vision Insurance
- HSA
- Life Insurance
- Fitness Subsidies
- Short-Term Disability
- Long-Term Disability
- On-Site Gym
- Mental Health Benefits
- Virtual Fitness Classes
Parental Benefits
- Fertility Benefits
- Adoption Assistance Program
- Family Support Resources
Work Flexibility
- Flexible Work Hours
- Hybrid Work Opportunities
Office Life and Perks
- Casual Dress
- Snacks
- Pet-friendly Office
- Happy Hours
- Some Meals Provided
- Company Outings
- On-Site Cafeteria
- Holiday Events
Vacation and Time Off
- Paid Vacation
- Paid Holidays
- Personal/Sick Days
- Leave of Absence
Financial and Retirement
- 401(K) With Company Matching
- Performance Bonus
- Company Equity
Professional Development
- Promote From Within
- Access to Online Courses
- Leadership Training Program
- Associate or Rotational Training Program
- Mentor Program
Diversity and Inclusion
- Diversity, Equity, and Inclusion Program
- Employee Resource Groups (ERG)
Company Videos
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