Product Marketing Education Manager, NA GBM

Description

About the Team
We’re the team that connects what TikTok builds with how the world understands it. Our role is to turn product innovation into powerful marketing stories that drive clarity, adoption, and business impact.

As part of Global Business Marketing (GBM), Product Marcomms (PMC) & Industry Education brings together product, marketing, and creative to ensure TikTok’s products are communicated with purpose — grounded in insights, powered by creativity, and scaled across markets.

This role is dedicated to the NA PMC team with ownership in Industry Education for the region across all product levers to support new client acquisition and product growth goals. This role will bring a consultative, customer-centric approach to align education initiatives with business objectives and advertiser needs. In addition, the role will partner closely with our global counterparts to inform development of the TikTok Academy platform overall.

Responsibilities
- Drive product growth and adoption by developing strategic education roadmaps and educational content across all product levers (e.g. Brand, mid-funnel, performance, creative, etc)
- Plan and leverage NA needs based on global TikTok Academy program roadmap
- Partner cross-functionally with Product and PMC teams to shape strategic industry education briefs that support both new client acquisition and existing product adoption
- Own measurement and reporting of efforts for NA Industry Education leveraging global reporting dashboards
- Own end-to-end lead nurturing models for NA through TikTok Academy that accelerate new client acquisition and product growth
- Collaborate with the Global Industry Education team to design, build and optimize learning experiences, learner engagement tactics, and program analysis for TikTok Academy
- Assess and iterate on learner UX experience across existing learning paths and touchpoints
- Lead the Quarterly Launch Window (QLW) program and GTM for NA in partnership with global PMC & IE and regional product org to drive product education awareness of quarterly launches and feature updates
- Lead the US case study program across strategy, operations and content development – including identifying success stories, writing TT4B case study blogs, and/or video case studies (when applicable)

Requirements

Minimum Qualifications
- 5+ years of experience in product education strategy, content development, product marketing or client education roles
- Proven experience building and executing educational roadmaps or learning programs that drive measurable business outcomes
- Demonstrated ability to develop lead nurturing models or customer engagement campaigns
- Strong analytical skills to measure program impact and iterate based on performance data
- Strong cross-functional partnership skills, with experience collaborating with product marketing or product teams
- Excellent written and verbal communication skills, with ability to translate complex product concepts into clear, actionable educational content

Preferred Qualifications
- Strong cross-functional project management skills with proven ability to keep XFN teams aligned, on task, and on timeline
- Direct experience working with performance advertisers, agency partners, or SMB/mid-market client segments
- Technical knowledge and hands-on experience with performance advertising solutions
- Background in learning experience design, instructional design, or B2B education program management
- Ability to lead cross-functional initiatives without direct authority
- Experience working in fast-paced, high-growth technology environments