TikTok Shop - B2B Marketing Lead, London

Join us.

TikTok Shop is an innovative marketplace fully integrated into TikTok. It brings together online sellers, buyers and creators - all within TikTok to build a one-stop, seamless shopping experience and bringing more commerce solutions that further enable our community to discover and engage with what they love.

The B2B Marketing Lead will hold a central role in shaping our brand's narrative and ensuring consistent messaging across all B2B channels. The primary focus of the B2B Marketing team is to drive merchant acquisition (including brands, retailers, resellers, etc.). The ideal candidate with a strategic mindset, a flair for B2B storytelling, and a deep understanding of crafting a comprehensive B2B cross-channel strategy rooted in our unique value proposition. Moreover, the candidate should possess expertise in leveraging proven tactics for thought leadership content, such as white papers, case studies, playbooks, and videos. They should also be adept at executing various marketing activities like webinars, workshops, and round-tables, demonstrating a track record of delivering tangible results, including increased engagement, broader reach, and growth in both prospects and existing accounts.

B2B cross-channel marketing strategy:
- Develop and implement a comprehensive and impactful cross-channel B2B strategy based on our business value proposition and data insights.
- Based on agreed strategy, create robust B2B marketing (internal and external) activity calendar(s) (think webinars, workshops, roundtables, conferences, interviews etc.) throughout all life cycle of our merchants/accounts and creators.
- Based on performance data, proactively revise the strategy to ensure it fits business needs as well as achieve key internal and external performance benchmarks.

Content Strategy and Calendar:
- Develop (paid and organic) digital content strategy aligned with overall marketing and brand objectives across our owned channels (LinkedIn social media channels, email/CRM, blog and others if required) based on data insights and business objectives.
- Identify target audiences and tailor content to resonate with specific psychographics.
- Based on strategic content pillars, develop and execute SM and Email content calendars ensuring a consistent flow of content across platforms.

Content Planning and Development:
- Closely work with other functions/departments (Logistics/Categories/Partner Solutions etc.) to create and develop world class thought leadership content (e.g. white papers, case studies, playbooks, infographics, videos etc.) across all required channels based on content strategy.
- Ensure content is aligned with brand guidelines, tone of voice and resonates with the target audience.
- Coordinate content production schedules and deadlines, work with other departments to gather necessary data.
- Closely work with graphic designers, videographers, and other creatives to ensure a cohesive and visually appealing content strategy.
- Closely work with counterparts (UG, GBM, agency) on full funnel paid social strategy and execution across campaigns that deliver positive ROI and above industry benchmark.

Analysis and Reporting
- Monitor content performance on weekly/monthly bases across key metrics (engagement, reach, views, downloads, saves, open and click through rates etc.) as well as aim for positive change in merchants' behaviour.

Qualifications

Minimum Job Requirements:
- Bachelor's degree in Business, Marketing, or a related field.
- Proven experience in developing and implementing effective B2B marketing strategy across various channels.
- Knowledge and experience in developing thought leadership best practices, effective content (e.g. white papers, case studies, keynotes, playbooks etc.) and organising, running internal events such as webinars, workshops, roundtables.
- Experience in leading, coaching and developing a team
- Very organized and result driven, able to perform at a fast pace

Preferred Job Requirements:
- Ability to work across various functions/departments and manage multiple stakeholders
- Exceptional written and verbal communication skills
- In-depth understanding of content marketing principles and best practices
- Proficiency in content creation tools and platforms
- Strong project management and organizational skills
- Proactive go getter with energy and positive attitude who can adapt and work within constraints

TikTok is committed to creating an inclusive space where employees are valued for their skills, experiences, and unique perspectives. Our platform connects people from across the globe and so does our workplace. At TikTok, our mission is to inspire creativity and bring joy. To achieve that goal, we are committed to celebrating our diverse voices and to creating an environment that reflects the many communities we reach. We are passionate about this and hope you are too.