NA GTM Lead - Content & Services (Product Marketing Manager)
Responsibilities
About the team:
The NA Go-to-Market (GTM) Team is at the center of how TikTok's advertising products come to life in North America. We don't just execute global strategy -- we shape it. Our team is the voice of the North American market, working at the intersection of Product, Sales, and our advertisers to ensure TikTok's solutions meet the unique needs of brands and agencies across the region.
We move fast, think strategically, and have a direct impact on TikTok's growth. If you want to work on products that millions of advertisers use, influence how those products evolve, and be part of a team that shapes the future of advertising -- this is the place.
About the role:
We're looking for a GTM Lead to own go-to-market strategy for TikTok's Leads and Services, Travel, and Entertainment products in North America. This role covers a broad product portfolio including lead generation and automation products, CRM and chat solutions, travel advertising, Smart+ optimization products, and media and entertainment ad formats.
You'll be the connective tissue between global product teams and NA sales, translating product capabilities into actionable sales strategies and advertiser narratives. This is not a support role. You'll be the go-to expert on your products, own your areas end-to-end, drive adoption, run alpha/beta programs, build scalable enablement, and shape what we build through structured feedback loops backed by data and revenue accountability.
Responsibilities:
1) Product Expertise and Revenue Ownership
- Become THE expert on Leads and Services, Travel, and Entertainment products -- the go-to person for product questions across lead generation, automation, travel, entertainment, and Smart+ optimization products
- Drive revenue outcomes tied to your OKRs
- Own and develop strategic activation plans for assigned products across Sales and agency channels
- Provide weekly data pulls and insights for key projects and OKRs to support sales team pacing
- Deep understanding of all products in your scope to identify product-related pacing issues and own those threads when they surface
2) Product Requirements and Influence
- Write product requirements for priority product needs based on key account and agency feedback, quantifying revenue impact and customer demand
- Influence global product prioritization through structured, data-backed asks -- not one-off requests
- Track adoption and revenue post-launch; report results back to product and sales leadership to close the loop
- Hold sales teams accountable for delivering revenue tied to product enhancements once built
3) Alpha/Beta Programs and GTM Execution
- Run regional alpha/beta programs for priority products in partnership with global product teams -- define success criteria early, capture learnings, and translate into scalable enablement
- Own pre-GA readiness: training materials, playbooks, FAQs, talk tracks
- Drive GA activation for priority launches: GTM playbook, launch moments, hand off to sales teams for sustained execution
4) Enablement and Field Readiness
- Build and maintain seller-ready enablement: training decks, talk tracks, one-pagers, objection handlers that GBS reps can use directly in client conversations
- Run seller training sessions and working groups to drive product fluency across the sales org
- Ensure all enablement is rooted in advertiser problems, not product features
- Support customer conversations on your products when deeper expertise is needed
5) Feedback and Scalable Systems
- Create scalable systems for product feedback (forms, trackers -- not one-off answers) to collect structured input from Sales, agencies, and sales leadership
- Identify patterns and root causes behind adoption friction; synthesize product-specific feedback to HQ with data and recommendations
- Track common issues and create training to prevent them proactively
- Contribute to quarterly planning through strategic documents, business reviews, and roadmap recommendations
Qualifications
Minimum Qualifications:
- 5+ years of experience in product marketing, GTM strategy, or a related field within digital advertising or ad tech
- Strong understanding of performance advertising products, especially lead generation, travel, and entertainment ad formats
- Experience translating technical product capabilities into clear, seller-facing narratives
- Analytical skills - comfortable pulling data, identifying trends, and turning them into clear recommendations
- Excellent communication skills - able to explain technical products to sellers, agencies, and high-level stakeholders
- Experience creating enablement materials or running internal training programs
- Ability to manage multiple workstreams with competing deadlines
Preferred Qualifications:
- Experience at a major ad platform or performance-focused agency
- Familiarity with TikTok's advertising products or ecosystem
- Track record influencing product roadmaps through structured advertiser feedback
- Experience working with lead gen, travel, entertainment, or services-oriented advertising products specifically
- Track record building scalable processes and feedback systems, not just responding to one-off requests
About TikTok
TikTok is the leading destination for short-form mobile video. At TikTok, our mission is to inspire creativity and bring joy. TikTok's global headquarters are in Los Angeles and Singapore, and we also have offices in New York City, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.
Why Join Us
Inspiring creativity is at the core of TikTok's mission. Our innovative product is built to help people authentically express themselves, discover and connect – and our global, diverse teams make that possible. Together, we create value for our communities, inspire creativity and bring joy - a mission we work towards every day.
We strive to do great things with great people. We lead with curiosity, humility, and a desire to make impact in a rapidly growing tech company. Every challenge is an opportunity to learn and innovate as one team. We're resilient and embrace challenges as they come. By constantly iterating and fostering an "Always Day 1" mindset, we achieve meaningful breakthroughs for ourselves, our company, and our users. When we create and grow together, the possibilities are limitless. Join us.
Diversity & Inclusion
TikTok is committed to creating an inclusive space where employees are valued for their skills, experiences, and unique perspectives. Our platform connects people from across the globe and so does our workplace. At TikTok, our mission is to inspire creativity and bring joy. To achieve that goal, we are committed to celebrating our diverse voices and to creating an environment that reflects the many communities we reach. We are passionate about this and hope you are too.
TikTok Accommodation
TikTok is committed to providing reasonable accommodations in our recruitment processes for candidates with disabilities, pregnancy, sincerely held religious beliefs or other reasons protected by applicable laws. If you need assistance or a reasonable accommodation, please reach out to us at https://tinyurl.com/RA-request
Job Information
【For Pay Transparency】Compensation Description (Annually)
The base salary range for this position in the selected city is $108000 - $168000 annually.
Compensation may vary outside of this range depending on a number of factors, including a candidate’s qualifications, skills, competencies and experience, and location. Base pay is one part of the Total Package that is provided to compensate and recognize employees for their work, and this role may be eligible for additional discretionary bonuses/incentives, and restricted stock units.
Benefits may vary depending on the nature of employment and the country work location. Employees have day one access to medical, dental, and vision insurance, a 401(k) savings plan with company match, paid parental leave, short-term and long-term disability coverage, life insurance, wellbeing benefits, among others. Employees also receive 10 paid holidays per year, 10 paid sick days per year and 17 days of Paid Personal Time (prorated upon hire with increasing accruals by tenure).
The Company reserves the right to modify or change these benefits programs at any time, with or without notice.
For Los Angeles County (unincorporated) Candidates:
Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state, and local laws including the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act. Our company believes that criminal history may have a direct, adverse and negative relationship on the following job duties, potentially resulting in the withdrawal of the conditional offer of employment:
1. Interacting and occasionally having unsupervised contact with internal/external clients and/or colleagues;
2. Appropriately handling and managing confidential information including proprietary and trade secret information and access to information technology systems; and
3. Exercising sound judgment.