TikTok Shop - Brand Strategy & Marketing Manager

About the team

With the rapid expansion of TikTok Shop's business in the US market, the Marketing & Methodology team supports the platform’s e-commerce growth by building standardized marketing frameworks, data-driven methodologies, and scalable go-to-market best practices. The team bridges strategic methodology with marketing execution, enabling cross-functional teams to make consistent decisions, optimize resource allocation, and drive high-impact, sustainable growth across markets and categories.



Responsibilities

- Define and evolve TikTok Shop’s brand positioning, brand narrative, and brand architecture in alignment with business goals.

- Build and execute brand-level and integrated marketing campaigns, including self-initiated brand campaigns, from strategy to launch.

- Develop scalable communication channels across social, owned media, and content marketing, and manage external creative and media agencies.

- Translate user and merchant insights into clear, easy-to-distribute marketing, educational, and case-based content.

- Monitor brand health, perception, and user advocacy metrics (e.g., awareness, favorability, NPS) on a regular basis and drive continuous optimization.