The Challenge
TikTok's lead generation and services team is building the next wave of performance advertising solutions. You'll shape product strategy globally while bridging in-market feedback with product development-influencing how untapped verticals adopt TikTok's advertising tools.
Your Mission
Map 2-3 key lead generation verticals, synthesize customer pain points and win/loss data to inform Q1 product roadmap priorities
Launch go-to-market enablement for 1 major advertising solution-positioning, sales collateral, partner training decks
Establish cross-functional collaboration cadence with Product, Sales, and Marketing Science; document decision-making framework
Conduct 15+ customer interviews (agencies, advertisers, platforms) and deliver landscape analysis report influencing strategy
Drive adoption of lead gen solutions across 3+ verticals; track and report on conversion lift and advertiser ROI metrics
Execute end-to-end zero-to-one product launch including competitive positioning, value prop testing, and scaled activation via agency partners
Build repeatable market program template and playbook for future product releases; measure program impact on sales velocity
Expand global team alignment-present strategy updates to 5+ regional markets and address localization opportunities
KPIs You'll Own
Product Adoption Rate
% of target advertisers in lead gen verticals activating your solutions within 90 days of launch.
Conversion Lift
Measurable improvement in advertiser conversion rates attributed to your positioning and messaging.
Sales Enablement Velocity
Time-to-close and deal velocity improvement post-launch of go-to-market materials.
Cross-Functional NPS
Internal stakeholder satisfaction from Sales, Product, and Marketing on collaboration effectiveness.
Tools & Stack
Your Team
Your Manager
Head of Product Marketing or VP Advertising Solutions (not specified)
Current Team
Cross-functional: Sales leadership, Product Management, Marketing Science, regional market teams
New role or backfill not specified-implied growth team expansion
The Package
Salary
$160K-$200K base
Variable
Likely 15-20% bonus (typical for TikTok senior roles)
Equity
Stock options (TikTok private, but standard in tech)
Remote
On-site in New York, United States
Benefits & Perks
Company Intelligence
TikTok is the leading short-form video platform globally with 1B+ users. The company's mission centers on inspiring creativity and authentic self-expression. Headquarters in LA and Singapore, with major offices across US, Europe, and Asia.
Customers
Advertisers, agencies, creators, SMBs across performance marketing verticals
Culture
Day 1 mindset, curiosity-driven, fast iteration, global/diverse teams, embraces challenges as learning opportunities
Is This Role For You?
- You've shipped 2+ products from zero-to-one in performance advertising or B2B2C SaaS and can prove adoption metrics
- You're fluent in advertising economics (ROAS, CAC, LTV) and can translate customer pain points into product strategy
- You thrive in globally distributed teams, influence without authority, and can synthesize both data and qualitative insights
- You're hands-on-willing to roll up sleeves, conduct research, build decks, and guide regional teams when needed
- You need remote flexibility-this is 100% on-site in NYC with no mention of hybrid options
- You prefer static roles; this requires constant cross-functional collaboration and willingness to step outside PMM scope
- You lack advertising/performance marketing domain knowledge or quantitative research chops-TikTok expects both
Interview Process
Recruiter Screen
Background, motivation, advertising experience validation
Hiring Manager (Product Marketing Lead) Interview
Behavioral + case study: Walk through a zero-to-one launch, metrics, cross-functional challenges
Cross-Functional Panel
Conversations with Product Manager, Sales leader, and possibly Marketing Science-assess collaboration style and strategic thinking
Executive Round
Likely with VP or Head of Advertising Solutions-discuss vision for lead gen market and long-term roadmap influence
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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.