Product Marketing Manager - TikTok Operations

Description

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

Requirements

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