Product Marketing Manager - TikTok Operations

About the Role and Team

The Creator team at TikTok plays a vital role in nurturing creators by supporting their growth, encouraging the production of quality content, and boosting engagement and adoption of TikTok’s products. The team designs scalable initiatives to celebrate and recognize diverse communities worldwide. The Product Marketing Manager will spearhead end-to-end execution of marketing campaigns to enhance awareness, perception, and adoption of products targeting professional creators across various platforms such as TikTok, YouTube, and Reddit.

Key Responsibilities

• Plan, implement, and oversee paid product marketing campaigns focused on creator products to generate awareness and drive adoption.
• Utilize paid marketing efforts to achieve both top-of-funnel goals (such as increasing brand perception and awareness) and lower-funnel results (such as product usage and adoption).
• Lead creative development and agency coordination by preparing briefs, reviewing content, and managing agencies during campaign execution and optimization phases.
• Analyze campaign performance metrics regularly and refine messaging, creative materials, and targeting strategies to improve outcomes.
• Collaborate with Product, Communications, and Creator Marketing teams to ensure alignment on priorities and document insights for future campaigns and global best practices.

Role Characteristics

This position demands a highly hands-on and performance-driven marketer with a focus on creator product marketing. It involves close agency cooperation and creative oversight but is not centered on traditional brand marketing, media buying, or high-level strategic planning.

Minimum Qualifications

• Over 5 years of experience in product marketing, performance marketing, or executing paid marketing campaigns.
• Proven track record managing paid campaigns for tech products, platforms, tools, or creator-focused products.
• Strong grasp of creator-centric and product-led creative approaches rather than conventional brand advertising.
• Experience managing relationships with agencies and external collaborators.
• Excellent project management skills, organization, and aptitude for cross-team coordination.
• Ability to work comfortably with data and metrics to guide decision-making.

Preferred Qualifications

• Background in the creator economy, media, entertainment, or digital platforms.
• Experience working in multiple regional markets.
• Familiarity with lifecycle marketing that supports product adoption at lower-funnel stages.

About TikTok

TikTok is the leading short-form mobile video platform, dedicated to inspiring creativity and bringing joy. With headquarters in Los Angeles and Singapore, and offices globally, TikTok connects diverse communities worldwide.

Why Work With Us

Our core mission focuses on fostering creativity through a diverse and innovative team. We encourage a culture of curiosity, humility, resilience, and a collective drive to make meaningful impacts. At TikTok, every challenge presents a growth opportunity as we work together to achieve breakthroughs.

Diversity and Inclusion

TikTok is committed to an inclusive work environment where diverse perspectives are valued and individuals can thrive. We actively celebrate and support our varied voices worldwide.

Reasonable Accommodations

TikTok provides accommodations for candidates with disabilities, pregnancy, religious beliefs, or other protected reasons during recruitment processes upon request.

Compensation and Benefits

In Los Angeles, Salary ranges from $103,360 to $273,600 annually, variable based on qualifications and experience. The total compensation package includes discretionary bonuses and restricted stock units. Employees get immediate access to medical, dental, vision insurance, a 401(k) with company match, parental leave, disability coverage, life insurance, and wellness benefits. Paid time off includes 10 holidays, 10 sick days, and 17 personal days prorated based on tenure. Benefits are subject to change.

Equal Opportunity and Fair Chance

Qualified applicants with criminal histories will be considered in compliance with applicable laws, with consideration of the direct impact on job duties involving client interaction, confidential information, and judgment.