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Responsibilities

The Scaled Growth team, part of the Monetization Product organization, builds the products that enable small and medium-sized businesses to advertise and grow on TikTok.

We solve complex challenges in simplifying campaign creation, automating optimization, and delivering effective guidance at scale, for advertisers with diverse needs and limited resources. The quality of those solutions directly influences advertiser success, retention, and access to sustainable growth.

You will help democratize digital advertising, on work with measurable impact for businesses worldwide.

About the Team and Role
TikTok's Product-Led-Growth team is focused on helping businesses of all sizes succeed through TikTok's advertising platform. Our mission is to drive scalable advertiser growth by building product experiences that make it easier, faster, and more effective for customers to onboard, activate, and grow their business. As part of a global organization, the PLG team works at the intersection of product strategy, growth, data, and user experience.

We are looking for an AI Growth Product Lead to own three connected product areas: a Paid Ads Agent, GEO audit and optimization automation, and a unified Growth Marketing Platform.

You will define the product strategy and lead execution across AI, advertising, attribution, creative production, lifecycle engagement, and platform experience. You will partner closely with Engineering, AI/ML, Data Science, Design, Marketing, Sales, Operations, Privacy, and Legal.

Responsibilities
Product Strategy & Controls
- Own the vision, roadmap, and success metrics for the AI growth portfolio, translating customer needs and growth goals into scalable products, platform capabilities, and experiments.
- Define clear boundaries between autonomous execution, human review, and manual control, with appropriate permissions, evaluation, explainability, audit, rollback, and escalation mechanisms.

Growth Agents & AI Automation
- Build agents that plan, launch, monitor, diagnose, and optimize paid campaigns, including audience, budget, bidding, creative, pacing, and performance recommendations.
- Develop GEO capabilities that measure brand visibility and answer quality, identify content gaps, and automate prompt auditing, content optimization, publishing, and impact measurement using first-party and external signals.

Growth Marketing Platform
- Unify identity, campaign orchestration, creative production, activation, attribution, experimentation, reporting, and lifecycle engagement across paid, owned, and organic channels.
- Enable reusable APIs, integrations, and workflow templates for internal and external activation, including privacy-aware attribution and incrementality measurement.
- Advance AI-powered creative generation, localization, quality review, performance learning, and automated lifecycle engagement while improving reliability, latency, data freshness, and user experience.

AI-Native Organization Enablement
- Define the AI-native operating model and prioritize high-value workflows for augmentation, automation, and agent-led execution across Product, Growth, Marketing, Sales, and Operations.
- Build reusable enablement infrastructure-including approved tools, data connectors, templates, evaluation harnesses, and shared agent components-and redesign workflows with clear human-in-the-loop controls.
- Drive adoption through training, playbooks, office hours, and AI champions; establish privacy, security, model-risk, and audit governance, and measure impact through usage, cycle time, quality, automation coverage, cost, and decision velocity.

Leadership & Execution
- Use research, behavioral data, experiments, and failure analysis to guide decisions and track growth impact, efficiency, adoption, reliability, task quality, and user satisfaction.
- Align senior stakeholders, resolve roadmap trade-offs, lead distributed cross-functional teams, and stay hands-on with prototypes, data, agent testing, customers, and launch reviews.

Success Measures:
- Incremental acquisition, conversion, retention, and revenue impact.
- Improved marketing efficiency and reduced manual operating cost.
- Adoption and repeat usage across agent, GEO, creative, attribution, activation, and lifecycle capabilities.
- Higher task success and automation coverage with fewer high-severity failures.
- Strong platform reliability, performance, data quality, and user satisfaction.

Qualifications

Minimum Qualifications
- 5+ years of product management experience, including ownership of growth, advertising, marketing technology, AI products, or marketing platforms.
- Demonstrated success improving acquisition, conversion, retention, revenue, or marketing efficiency through product development.
- Strong understanding of paid advertising, attribution, experimentation, audience systems, creative operations, or lifecycle marketing.
- Experience shipping AI/ML or LLM-powered products; familiarity with agents, tool use, retrieval, evaluation, guardrails, and human-in-the-loop workflows.
- Strong analytical skills and the ability to lead technical discussions on platform architecture, APIs, data quality, reliability, and privacy.
- Excellent product judgment, communication, and cross-functional leadership.
- Bachelor's degree or equivalent practical experience.

Preferred Qualifications
- Experience with agentic advertising, campaign management, marketing automation, or self-serve growth products.
- Experience with GEO, SEO, generative search, content intelligence, or automated content optimization.
- Experience with incrementality, identity resolution, first- and third-party data activation, or multimodal creative products.
- Hands-on ability to prototype with AI tools and analyze data using SQL or equivalent methods.
- Experience building global, multi-tenant platforms with APIs, integrations, permissions, and governance.

Job Information

[For Pay Transparency] Compensation Description (annually)

The base salary range for this position in the selected city is $228000 - $462000 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.

Responsibilities

Qualifications

Qualifications

Minimum Qualifications
- 5+ years of product management experience, including ownership of growth, advertising, marketing technology, AI products, or marketing platforms.
- Demonstrated success improving acquisition, conversion, retention, revenue, or marketing efficiency through product development.
- Strong understanding of paid advertising, attribution, experimentation, audience systems, creative operations, or lifecycle marketing.
- Experience shipping AI/ML or LLM-powered products; familiarity with agents, tool use, retrieval, evaluation, guardrails, and human-in-the-loop workflows.
- Strong analytical skills and the ability to lead technical discussions on platform architecture, APIs, data quality, reliability, and privacy.
- Excellent product judgment, communication, and cross-functional leadership.
- Bachelor's degree or equivalent practical experience.

Preferred Qualifications
- Experience with agentic advertising, campaign management, marketing automation, or self-serve growth products.
- Experience with GEO, SEO, generative search, content intelligence, or automated content optimization.
- Experience with incrementality, identity resolution, first- and third-party data activation, or multimodal creative products.
- Hands-on ability to prototype with AI tools and analyze data using SQL or equivalent methods.
- Experience building global, multi-tenant platforms with APIs, integrations, permissions, and governance.

About TikTok

TikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy.

Size: 5,001 - 10,000 employees
Industry: Entertainment & Gaming

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