Product Marketing Manager - Performance Advertising for Travel Sector

About the Role

The Content & Services Product Solutions & Operations team seeks a Product Marketing Manager to spearhead the go-to-market approach for performance advertising targeted at Travel and Entertainment sectors. The position centers on helping advertisers achieve measurable business results such as bookings, revenue, and return on ad spend through intricate, multi-step consumer journeys. The ideal candidate possesses comprehensive experience with Travel advertisers or closed-loop marketing products, along with a strong ability to create clear, outcome-focused messaging resonating with key decision makers.

Key Responsibilities

• Develop and own the go-to-market plan for performance advertising solutions tailored for Travel clients to stimulate bookings, revenue, and customer retention.
• Collaborate closely with Sales, Product, and regional teams to align Travel advertiser needs with solutions promoting closed-loop performance outcomes from ad engagement to conversion and purchase.
• Create positioning, messaging, and persuasive sales narratives linking platform capabilities to Travel-specific goals such as demand creation, booking rates, and revenue enhancement.
• Support Sales teams through tailored playbooks, trainings, and objection handling specifically designed for Travel and Entertainment advertisers with complex buying processes.
• Act as a key strategic partner for Product teams by providing advertiser insights and market feedback to guide product prioritization and roadmap decisions.
• Lead onboarding and enablement initiatives that empower Travel brands to launch, optimize, and expand performance marketing campaigns successfully.
• Monitor adoption, usage, and effectiveness of Travel-focused advertising tools to drive continuous improvement in GTM strategy.
• Work cross-functionally to develop regional projects and vertical-specific programs that unlock further growth opportunities for Travel advertisers.
• Produce executive-level thought leadership and storytelling on performance marketing trends in Travel, including consumer behavior shifts, booking trends, and demand cycles.

Required Qualifications

• At least 4 years' experience in product marketing, performance marketing, or go-to-market roles within digital advertising.
• Hands-on experience with Travel, Entertainment, or Commerce advertisers understanding their booking and business models.
• Strong grasp of performance marketing fundamentals such as demand generation, conversion optimization, and focusing on return on ad spend rather than proxy indicators.
• Proven capability to simplify and effectively communicate complex product features to sales teams and advertisers.
• Excellent interpersonal and cross-team communication skills, with experience coordinating between Product, Sales, and regional units.
• Fluent in English for frequent interactions with global clients and teams.
• High proficiency in Chinese due to interaction with Chinese-speaking clients and partners.

Preferred Qualifications

• Experience in supporting advertisers with extended or multi-step buying cycles like Travel or high-value commerce.
• Expertise in crafting vertical-specific GTM strategies and sales support for performance advertising.
• Extensive knowledge of app and web measurement tools (Pixel, Conversions API, SDK, SKAN, 1P/3P attribution, MMP) including qualitative and quantitative campaign assessment.
• Comfortable working in rapid-changing, uncertain environments and influencing stakeholders without direct authority.
• Experience collaborating with international or cross-regional advertisers and sales teams.

About TikTok

TikTok is the premier platform for short-form mobile videos, with headquarters in Los Angeles and Singapore, and offices worldwide. Our mission is to foster creativity and spread joy through an innovative product that enables authentic self-expression and connection.

Why Join Us

We prioritize creativity and innovation, driven by a diverse global team dedicated to delivering value, inspiration, and joy. We embrace curiosity, humility, resilience, and an "Always Day 1" mindset fostering continuous learning and breakthroughs. Joining us means becoming part of a team where collaborative growth unlocks limitless potential.

Diversity & Inclusion

TikTok is devoted to cultivating an inclusive workplace where diverse skills, experiences, and viewpoints are celebrated. Reflecting the wide array of communities we serve, we passionately promote diversity and equal opportunity for all employees.