Gaming Creator Growth Strategy Lead - TikTok LIVE

TikTok LIVE team's mission is to work hand-in-hand with creators & influencers, agencies, and partnership organizations to create an environment that brings communities together in real time to create meaningful and interactive connections around the globe.



As the Creator Growth Strategy Lead for TikTok LIVE Gaming, you’ll be responsible for building and scaling systems that drive sustainable creator growth across onboarding, engagement, retention, and monetization. You will lead a small team and work cross-functionally with Product, Data, Content Strategy, and Operations to design high-impact programs, develop creator lifecycle infrastructure, and improve platform performance through better education, segmentation, and support.



This role is both strategic and hands-on: you will define frameworks, drive execution, and ensure creators have the structure, incentives, and tools they need to grow consistently. You’ll also play a key role in feature adoption planning, creator–publisher collaboration models, and setting measurable success metrics across the creator lifecycle.



Responsibilities:

Team & Strategic Leadership

- Lead a high-performing Creator Growth team with a clear roadmap, ownership mindset, and regular feedback cycles.

- Balance long-term strategic vision with short-term execution across programs, education, and recruitment.

- Act as a key driver of cross-functional alignment, working closely with Content Strategy, Product Ops, Marketing, and Legal.

Creator Recruitment & Lifecycle Management

- Own creator recruitment strategy, targeting creators who align with LIVE Gaming’s business priorities and content gaps.

- Build and maintain a creator lifecycle model that defines growth stages (e.g., onboarding, activated, monetizing) and stage-specific KPIs.

- Design support systems across the lifecycle—from initial onboarding to sustained retention and monetization success.

Tiered Program Design & Execution

- Develop and scale tier-specific programs (e.g., onboarding sprints, milestone incentives, retention support) tailored to creator goals and capacity.

- Manage full lifecycle of each program: cohort selection, rollout, creator enablement, tracking, and performance reporting.

- Adjust programs based on feedback and performance data to maximize impact and scalability.

Insights, Enablement & Education

- Partner with Data and Content Strategy to identify growth barriers (e.g., drop-off points, monetization gaps) and unlock levers (e.g., content volume, feature adoption).

- Translate insights into self-serve enablement: toolkits, templates, resource hubs, and scalable training materials.

- Support education strategies that reduce manual support and help creators progress independently.

Feature Adoption & Product Collaboration

- Collaborate with Product and Ops teams to localize and roll out new TikTok LIVE features tailored to gaming creators.

- Lead targeted adoption initiatives, set clear success metrics, and measure creator behavior change post-launch.

- Ensure creators understand the value of new features and integrate them into their content strategy.

Creator–Publisher Collaboration

- Develop systems that connect high-performing creators with publishers for co-branded opportunities or IP-specific content tracks.

- Work with BD and marketing teams to align creator engagement with publishing and partnership initiatives.

- Track the performance of collaborations and provide structured recommendations for future matchups.

Performance Tracking & Iteration

- Maintain live dashboards to track core creator growth metrics: ACU, livestream hours, engagement rate, monetization unlocks, retention, etc.

- Deliver regular program updates and insights to leadership and partner teams.

- Use trends and performance benchmarking to evolve strategy and support continuous optimization.