The Challenge
TikTok's Search Ads is rapidly evolving and you'll own the global go-to-market strategy across all regions. You're the critical bridge between monetization and product teams, representing advertiser needs while shaping the organic search roadmap that drives long-term platform success.
Your Mission
Conduct comprehensive market assessment across all regions, consolidate advertiser pain points and competitive intelligence, and present strategic positioning recommendations to senior leadership
Build relationships with regional sales teams and key stakeholders to map advertiser needs and identify top 3-5 product gaps blocking Search Ads adoption
Develop and launch go-to-market positioning and messaging framework for Search Ads, including value props, competitive differentiation, and channel-specific messaging
Define success metrics and KPIs for Search Ads GTM strategy; establish baseline adoption and usage benchmarks by region
Execute flawless alpha/beta program launch across 2+ regions; drive adoption metrics and gather qualitative feedback to refine product-market fit
Influence product roadmap with advertiser requirements; ship 2+ product recommendations from monetization-user side bridge collaboration
Build comprehensive GTM collateral suite (positioning decks, one-pagers, case studies, competitive battlecards) used across sales and customer success teams
Drive measurable adoption lift; increase Search Ads usage rates by 25%+ in pilot regions through targeted customer enablement and support programs
KPIs You'll Own
Search Ads Adoption Rate by Region
Percentage of eligible advertisers activating Search Ads, tracked monthly with regional variance analysis.
Product-Influenced Revenue
Revenue attributed to Search Ads GTM strategy execution and new product launches.
Advertiser Pain Point Resolution Rate
Percentage of documented advertiser needs that influence product roadmap priorities.
Time-to-Market for New Features
Days from GTM strategy definition to regional launch execution.
Stakeholder Alignment Score
Cross-functional team sentiment on strategy clarity and execution confidence (quarterly pulse).
Tools & Stack
Your Team
Your Manager
Head of Product Solutions & Operations or VP Product Marketing
Current Team
Product Solutions and Operations team; cross-functional with regional sales, product, engineering, and monetization teams
New role or specialized backfill for global Search Ads focus
The Package
Salary
$140K-$180K base
Variable
15-20% performance bonus (estimated)
Equity
RSU package (estimated $50K-$100K vesting over 4 years)
Remote
On-site in New York, United States. Full-time.
Benefits & Perks
Company Intelligence
TikTok is the world's leading short-form video platform with 1B+ users globally. The monetization division is scaling Search Ads as a new advertiser product to compete with Google and Amazon. You're joining at a critical inflection point where product-market fit and GTM execution are directly tied to business growth.
Founded
2016
Team Size
7000+
Funding
Private (ByteDance parent company)
Customers
2M+ advertisers globally
Culture
Fast-paced, data-driven, cross-functional collaboration; direct communication valued over hierarchy
Is This Role For You?
- You've launched ads products globally and understand the nuances of regional advertiser needs (SMBs vs. enterprises)
- You thrive bridging product and go-to-market strategy; you speak both languages fluently
- You're comfortable operating in ambiguity with incomplete data; you make smart bets using frameworks, not waiting for perfection
- You've influenced product roadmaps before and have credibility with PMs and engineers to push back on timelines
- You need clear org structure and stable roadmaps; TikTok Search Ads is still being defined-expect pivots
- You're not fluent in advertising ecosystems (Search, retail media, programmatic); you'll be learning on the job instead of contributing immediately
- You view PMM as a communications-only function; this role requires strategic product thinking and stakeholder negotiation
Interview Process
Recruiter Screen
30 min; qualification on PMM experience, global launch examples, ads platform familiarity
Hiring Manager Round
60 min with Head of Product Solutions & Operations; deep dive on competitive landscape knowledge, cross-functional collaboration, handling ambiguity
Product Marketing Case Study
Async or live; develop GTM strategy for hypothetical Search Ads feature in new region; present positioning and rollout plan
Cross-Functional Panel
75 min with product, regional sales, and monetization stakeholders; alignment on advertiser needs, roadmap influence, partnership style
Leadership Conversation
45 min with VP-level sponsor; vision for Search Ads category, long-term thinking
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About Product Marketing roles
Product marketers are the bridge between product and market. They own positioning, messaging, go-to-market launches, competitive intelligence, and sales enablement. The best PMMs make complex products feel simple.