Marketing Lead - TikTok Gaming

Responsibilities

About the Team:
The Global Operations team at TikTok Gaming is a high-impact, cross-functional group focused on accelerating the growth of organic short-form and LIVE gaming content across the platform. We work closely with leading publishers, platforms, creators, and internal stakeholders to deliver scalable, high-performing, and engaging content experiences. The team is organized into three core units: the US Creator Team, the Japan Creator Team, and Global Partnerships.
Within Global Operations, the Global Marketing function is a newly created role - offering a rare opportunity to build and shape a marketing strategy from the ground up. We're looking for a visionary leader with deep roots in the gaming industry and a strong perspective on where the market is headed. The ideal candidate is both a strategic thinker and hands-on executor - a true player-coach - who can drive cross-functional alignment and bring bold, creative growth initiatives to life.

Responsibilities:
- Lead TikTok's marketing presence at key global gaming industry events, overseeing strategy, execution, and agency partnerships to create best-in-class brand experiences.
- Own the go-to-market (GTM) strategy for new gaming products, features, and initiatives, ensuring seamless cross-functional planning and execution across Product, Global Partnerships, regional Creator and other cross-functional teams.
- Partner with cross-functional teams - Product, Creator/Publisher Operations, Content Operations, Comms, etc. - across various regional and central teams to define priorities, OKRs, and KPIs that speak to business impact
- Craft and maintain the official global gaming narrative and value proposition for TikTok Gaming, ensuring consistent and compelling messaging across all marketing channels and partner interactions.
- Establish and track key performance indicators (KPIs) to measure the effectiveness of marketing campaigns, providing data-driven insights and regular performance reports to executive stakeholders.
- Serve as a central point of contact, collaborating closely with regional teams to ensure global strategies are effectively localized and executed to meet market-specific challenges and opportunities.
- Develop an operating model that ensures excellent standards of work and keeps stakeholders informed of plans, progress, and outcomes
- Champion the voice of the gaming community and our partners internally, providing iterative feedback to Product and Operations teams to help shape the future of gaming on TikTok.

Qualifications

Minimum Qualifications:
- 5+ years of experience in a marketing role, with a significant focus on the gaming industry.
- Proven experience in B2B marketing, developing strategies and campaigns targeting game publishers and developers. Strong understanding of the digital advertising landscape, performance marketing, and media strategy within the context of gaming.
- Proven experience in B2C consumer marketing, developing strategies and campaigns to drive user acquisition and community engagement, specifically targeting gaming creators and end-users.
- Demonstrated success in leading global go-to-market (GTM) strategies and large-scale, cross-functional marketing programs.
- Strong understanding of the creator economy, influencer marketing, and consumer-facing media strategies within the context of gaming.
- Exceptional communication and presentation skills, with the ability to articulate complex strategies to diverse audiences, including senior leadership.

Preferred Qualifications:
- MBA or other advanced degree.
- Direct experience marketing a platform (e.g., social media, video platform) to the gaming industry.
- A "player-coach" mentality with a hands-on, entrepreneurial spirit and the ability to thrive in a fast-paced, ambiguous environment.
- Experience managing marketing budgets, business planning, and agency/vendor relationships.
- Data-driven mindset with experience using analytics tools to measure campaign performance and inform strategy.
- Deeply passionate and knowledgeable about gaming culture, communities, and industry trends.
- Experience working with both B2B and B2C customers in an international environment.