Product Marketing Manager - TikTok Operations

Responsibilities

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 (eg TikTok, YouTube, Reddit). You will partner closely with agencies, cross-functional teams, PMs, and the Global Creator Marketing team to deliver campaigns that are 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

Job Information

[For Pay Transparency] Compensation Description (annually)

The base salary range for this position in the selected city is $94240 - $235980 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:

1. Interacting and occasionally having unsupervised contact with internal/external clients and/or colleagues;

2. Appropriately handling and managing confidential information including proprietary and trade secret information and access to information technology systems; and

3. Exercising sound judgment.