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TikTok

Head of Strategy and Programs, GIMC GBM

New YorkMarketing$159,000 – $272,000Posted Sep 18, 2026

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Why you should apply for a job to TikTok:

4.5/5 in overall job satisfaction
4.5/5 in supportive management
100% say women are treated fairly and equally to men
100% would recommend this company to other women
100% say the CEO supports gender diversity

Ratings are based on anonymous reviews by Fairygodboss members. See all reviews ›

Responsibilities

Global Business Marketing (GBM) is the marketing organisation for TikTok for Business. We market to advertisers, agencies and the people who decide where media budgets go. Global Integrated Marketing Communications (GIMC) is the integrated marketing centre inside GBM: strategy, creative, events, channels and partner marketing under one roof, building the programmes that create demand, capture pipeline and help convert it.

The Head of Strategy and Programs leads the centre of GIMC. You own the annual integrated plan and the judgement calls that decide what gets built, at what scale, for whom. You lead the planners and programme owners who carry that plan into market and hold the scorecard for every piece of work.

The operating model is in its first year. The design is done; the build is not. You will finish it: one front door, strategy first, measurement structural, a centre that judges and owns rather than coordinates. It is an unusual amount of runway for a seat that already exists.

You set the department's agenda alongside the Head of GIMC and represent it to GBM leadership and the regions. The problem is a hard one: marketing to the people who spend media budgets, on a platform, while AI changes what a marketing team is for. It rewards structure, judgement and no ego.

Responsibilities
Strategy and Planning
- Own GIMC's annual integrated marketing plan and its programme architecture across acquisition, expansion, product moments and always-on.
- Lead the team that triages on every incoming brief: audience, size of response and measurement line set before anything moves.
- Set the department's strategic agenda with the Head of GIMC and carry it into GBM leadership forums.
Programmes
- Lead the programme owners. Each holds the integrated plan and measurement system for their programme end to end. You hold the bar.
- Partner with the Heads of Creative, Events, Partnerships and Channels, so the crafts are briefed from strategy and judged against the plan.
- Work with product marketing so product truth and audience truth are set together at the start of every brief.
Regions
- Hold the relationship with regional marketing and sales leads: global plans reviewed by named counterparts, regional activation of globally built work.
Measurement
- No brief moves without a measurement line. Create, capture, convert. This role will ensure measurement is at the core of all we do
- Read the weekly review with the operations lead and feed what it shows back into the plan.
People
- Build and lead the Strategy and Programmes team. Planners and owners who take every input, adapt and push the work forward rather than relay it.

Qualifications

Minimum Qualification(s)
- Leadership experience in marketing strategy or integrated communications planning, including at least 5 years leading a strategy or planning function and managing managers.
- Substantial experience in B2B marketing targeting business decision-makers, with a demonstrated track record of delivering and measuring impact on pipeline and revenue outcomes.
- Proven experience owning and delivering an annual integrated marketing plan spanning paid, owned, earned, CRM, and events, with accountability for business outcomes.
- Demonstrated ability to establish measurement frameworks tied to pipeline and revenue, and to create operating rhythms that drive accountability and performance across teams.
- Strong strategic judgment and experience making prioritization decisions in complex environments, including the ability to align stakeholders and stand behind difficult trade-offs.
- Experience working across global and regional marketing organizations, with a track record of translating global strategies into effective regional execution and adoption.

Preferred Qualification(s)
- Demonstrated experience applying AI tools to transform marketing planning, measurement, content production, or operations, with measurable evidence of the impact achieved.
- Experience marketing to advertisers, agencies, or media decision-makers within a platform, ad tech, media, or similarly complex B2B business.
- Proven experience building and implementing an operating model or intake process within a marketing organization to improve how work is prioritized, planned, and delivered.
- Experience partnering closely with in-house creative, events, and channel teams to translate strategy into integrated execution.
- Exceptional written communication skills, with the ability to distill complex strategies into clear, concise plans that align teams and enable action without extensive explanation.

Job Information

[For Pay Transparency] Compensation Description (annually)

The base salary range for this position in the selected city is $159000 - $272000 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.

Responsibilities

Qualifications

Qualifications

Minimum Qualification(s)
- Leadership experience in marketing strategy or integrated communications planning, including at least 5 years leading a strategy or planning function and managing managers.
- Substantial experience in B2B marketing targeting business decision-makers, with a demonstrated track record of delivering and measuring impact on pipeline and revenue outcomes.
- Proven experience owning and delivering an annual integrated marketing plan spanning paid, owned, earned, CRM, and events, with accountability for business outcomes.
- Demonstrated ability to establish measurement frameworks tied to pipeline and revenue, and to create operating rhythms that drive accountability and performance across teams.
- Strong strategic judgment and experience making prioritization decisions in complex environments, including the ability to align stakeholders and stand behind difficult trade-offs.
- Experience working across global and regional marketing organizations, with a track record of translating global strategies into effective regional execution and adoption.

Preferred Qualification(s)
- Demonstrated experience applying AI tools to transform marketing planning, measurement, content production, or operations, with measurable evidence of the impact achieved.
- Experience marketing to advertisers, agencies, or media decision-makers within a platform, ad tech, media, or similarly complex B2B business.
- Proven experience building and implementing an operating model or intake process within a marketing organization to improve how work is prioritized, planned, and delivered.
- Experience partnering closely with in-house creative, events, and channel teams to translate strategy into integrated execution.
- Exceptional written communication skills, with the ability to distill complex strategies into clear, concise plans that align teams and enable action without extensive explanation.

About TikTok

TikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy.

Size: 10,000+ employees
Industry: Technology: Consumer Internet

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