The Challenge
TikTok is building out its Search Ads monetization engine globally, and they need someone to own the entire go-to-market strategy across regions. You'll sit at the intersection of product, sales, and advertiser needs-directly influencing both the monetization roadmap and organic search product direction.
Your Mission
Conduct comprehensive market assessment across all regions; consolidate advertiser pain points and competitive landscape analysis to inform initial Search Ads GTM positioning
Map cross-functional stakeholder landscape (regional sales, product, engineering, monetization teams); establish weekly/bi-weekly alignment cadence and communication protocols
Develop regional GTM strategy framework with prioritized feature positioning, messaging pillars, and launch sequencing for Search Ads
Launch alpha program for new Search Ads solution with 3-5 key advertiser partners; document feedback and early adoption metrics
Execute full global GTM launch for Search Ads with region-specific customizations; measure adoption rates, advertiser sentiment, and product-market fit signals
Drive minimum 40% advertiser adoption rate for beta Search Ads features; iterate positioning and messaging based on performance data
Establish advertiser advisory board or cohort; translate feedback into documented product requirements that influence organic search roadmap
Build competitive positioning framework vs. Google Search, Microsoft Ads, Amazon Ads; deliver quarterly landscape reports to leadership
KPIs You'll Own
Search Ads GTM Adoption Rate
% of eligible advertisers actively using Search Ads features within 90 days of regional launch
Advertiser NPS / Satisfaction
Net Promoter Score and qualitative sentiment from advertiser feedback on Search Ads positioning and product-market fit
Product Roadmap Influence
Number of advertiser-sourced requirements incorporated into quarterly organic search product releases
Regional GTM Execution Speed
Days from strategy sign-off to regional launch readiness across all regions
Sales Enablement Effectiveness
Sales team ramp time to competency with Search Ads messaging and collateral; deal velocity post-launch
Tools & Stack
Your Team
Your Manager
Head of Product Solutions and Operations or VP of Monetization (not specified)
Current Team
Product Solutions and Operations team; cross-functional partnerships with Product, Regional Sales, Monetization, User-side Product teams
New role or expansion-building out global Search Ads PMM function
The Package
Salary
$160K-$200K base
Variable
Likely 15-25% bonus (estimated)
Equity
Restricted stock units (RSU) typical for senior roles at TikTok
Remote
On-site, New York headquarters; no remote flexibility indicated
Benefits & Perks
Company Intelligence
TikTok is a global platform with billions of users and a rapidly scaling monetization business. Search Ads is an emerging product category critical to advertiser ROI and platform revenue growth. You'll operate at scale with direct influence on product strategy and regional execution.
Customers
Advertisers, agencies, SMBs, enterprise brands
Is This Role For You?
- You've launched B2B or B2B2C products globally and can navigate complex, cross-functional stakeholder landscapes without hand-holding
- You understand the search advertising ecosystem deeply (Google, Microsoft, Amazon) and can articulate competitive positioning with confidence
- You're comfortable with ambiguity early but drive data-driven decisions; you don't wait for perfect information
- You thrive on bridging product and sales-you speak both languages and can translate advertiser feedback into product requirements
- You need remote flexibility or are unwilling to commit to NYC on-site presence
- You haven't shipped products at global scale or worked directly with advertisers/agencies in ad tech
- You're risk-averse or need consensus before moving; Search Ads is nascent and you'll need to own decisions with incomplete data
Interview Process
Recruiter Screen
Background, GTM experience, and Search Ads/ads ecosystem knowledge
Hiring Manager Conversation
Deep dive on prior product launches, stakeholder management, and how you'd approach the Search Ads GTM challenge
Cross-functional Panel
Likely includes Product lead, Regional Sales lead, and Monetization stakeholder; expect discussion of trade-offs and strategy
Case Study / Strategy Exercise
Develop GTM strategy for a hypothetical new Search Ads feature or region
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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.