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TikTok

Product Strategy & Operations Manager, Branding (Ads) - GBS

San Jose$108,000 – $208,800Posted Oct 6, 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

TikTok's Global Business Solutions (GBS) regional sales and advertising teams drive revenue growth by promoting our advertising solutions, onboarding clients, and running campaigns that deliver measurable results.

Client needs, market trends, and performance expectations shift constantly, and differently in every market. We build strategy accordingly, turning those moving pieces into advertising solutions that work and client partnerships that last.

You will help businesses grow on a global platform, working on the campaigns and relationships that turn advertisers into long-term partners.

Our mission is to inspire creativity and bring joy.
The North America Product Strategy and Operations (NA PSO) team drives product strategy and operational clarity for TikTok's highest-priority advertising businesses in North America. We are organized around product levers, each with a dedicated team that leads product GTM and activation strategy, scales learnings across the broader book of business, and provides pillar expertise in close partnership with Sales, Global Product Marketing, and cross-functional teams.

The Branding lever is one of the most strategically important areas of TikTok's NA business. This team owns the GTM strategy and execution for TikTok's brand advertising ecosystem, helping brands build awareness at scale, drive consideration and affinity through high-impact formats, and translate cultural relevance into measurable brand outcomes. The work here shapes how the world's biggest advertisers show up on TikTok, and the product portfolio spans the platform's most visible and innovative ad experiences.

We are looking for a Product Marketing Manager to join the Branding team. This role carries full scope ownership from day one. You will own GTM execution for brand advertising products, working closely with GBS sales partners and HQ product teams to drive adoption and revenue.
This role is not a support function. You will develop the advertiser narratives, build the enablement materials, manage the alpha and beta programs, and close the feedback loop between the field and product. You will be expected to understand the data, identify what is working, and make a case for what should change.

- Own GTM execution for brand advertising products across the NA market, including launch strategy, sales enablement, and advertiser narrative development.
- Build and maintain sales enablement assets (one-pagers, talk tracks, objection handling, battle cards and training materials) that account teams can use immediately in advertiser conversations.
- Partner with sales leaders and account teams to drive product adoption across key accounts and priority verticals, identifying where gaps exist and building the plans to close them.
- Manage alpha and beta programs for new branding products, coordinating advertiser participation, capturing structured feedback, and synthesizing results into product roadmap recommendations.
- Represent NA advertiser needs to global product teams through formal product requests and ongoing roadmap alignment, ensuring NA-specific signals shape the product.
- Monitor product adoption and revenue performance across priority accounts, analyzing trends and flagging risks or opportunities with clear recommendations for action.
- Run product training sessions for GBS teams, ensuring reps are fluent on new product capabilities, use cases, and the pitches that close.
- Develop vertical-specific strategies for brand advertisers, identifying the right product mix, sequencing, and messaging by advertiser type and business objective.
- Coordinate across Global Product Marketing, Direct Sales, and Agency teams to ensure branding product launches land consistently and at scale.

Qualifications

Minimum Qualifications
- 5+ years of product marketing, GTM strategy, or sales enablement experience at a digital advertising platform, agency, or technology company.
- Strong understanding of brand advertising and upper-funnel products-you know how advertisers think about reach, awareness, and measurement (e.g. brand lift metrics, MMM).
- Demonstrated ability to own a product area end to end, from launch planning through adoption tracking, without being managed at the task level.
- Track record translating technical product capabilities into clear, seller-facing narratives that drive behavior.
- Analytical mindset-comfortable pulling data, identifying trends, and turning findings into concise, actionable recommendations.
- Excellent communication skills, written and verbal, across audiences ranging from sales reps to upper-level stakeholders and external advertisers.
- Ability to manage multiple workstreams with competing deadlines without dropping accountability, be collaborative by default, direct when it matters, and self-directed in how work gets done.

Preferred Qualifications
- Experience at a major ad platform or brand-focused agency.
- Familiarity with TikTok's advertising ecosystem, including brand and premium ad formats.
- Experience working with brand marketers, creative agencies, or media agencies on awareness and consideration campaign strategies.
- Track record influencing product roadmaps through structured advertiser feedback and formal product requests.
- Experience managing or coordinating with partner ecosystems (brand measurement, creative platforms, or verification partners).
- Consulting experience (e.g. McKinsey, BCG, Bain, Deloitte)

In-Office Policy: As of September, 2026, all employees are expected to be in the office 5x a week. As a global company, we have flexible working hours.

Job Information

[For Pay Transparency] Compensation Description (annually)

The base salary range for this position in the selected city is $108000 - $208800 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 Qualifications
- 5+ years of product marketing, GTM strategy, or sales enablement experience at a digital advertising platform, agency, or technology company.
- Strong understanding of brand advertising and upper-funnel products-you know how advertisers think about reach, awareness, and measurement (e.g. brand lift metrics, MMM).
- Demonstrated ability to own a product area end to end, from launch planning through adoption tracking, without being managed at the task level.
- Track record translating technical product capabilities into clear, seller-facing narratives that drive behavior.
- Analytical mindset-comfortable pulling data, identifying trends, and turning findings into concise, actionable recommendations.
- Excellent communication skills, written and verbal, across audiences ranging from sales reps to upper-level stakeholders and external advertisers.
- Ability to manage multiple workstreams with competing deadlines without dropping accountability, be collaborative by default, direct when it matters, and self-directed in how work gets done.

Preferred Qualifications
- Experience at a major ad platform or brand-focused agency.
- Familiarity with TikTok's advertising ecosystem, including brand and premium ad formats.
- Experience working with brand marketers, creative agencies, or media agencies on awareness and consideration campaign strategies.
- Track record influencing product roadmaps through structured advertiser feedback and formal product requests.
- Experience managing or coordinating with partner ecosystems (brand measurement, creative platforms, or verification partners).
- Consulting experience (e.g. McKinsey, BCG, Bain, Deloitte)

In-Office Policy: As of September, 2026, all employees are expected to be in the office 5x a week. As a global company, we have flexible working hours.

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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