Commerce Marketing Team Lead - NA SMB

About the Team

The Global Business Solutions, SMB Marketing Team's purpose is to make Tik Tok the most relevant growth platform for small and medium-sized businesses, providing education, guidance, and showcasing success. The SMB Marketing Team works in close collaboration with the SMB Sales and SMB Product teams, becoming the champions of SMB audiences, continually optimizing performance-driven messaging strategies and customer journeys.

• Drive company commerce vertical growth through innovative, data-driven marketing strategies.
• Oversee the execution and evolution of vertical-specific GTM strategies, ensuring alignment with business objectives and measurable results.
• Develop efficient processes for understanding the client landscape and identifying opportunities for vertical growth using Tik Tok advertising solutions.
• Leverage best-in-class insights (seasonality, product trends, external trends) and lead the team in commissioning research to drive revenue growth.
• Foster strong collaboration between Vertical Strategists and key stakeholders (TT Shops team, Marketing Science, Data Science, Sales, Product, Global Industry Strategists).
• Monitor vertical strategy performance, using data and insights to identify improvements and guide optimization for client ad consumption and business goals.

• Lead a team to develop and execute scaled go-to-market (GTM) strategies for commerce advertising solutions, aligned with business objectives.
• Lead the team to craft integrated marketing plans (webinars, events, web, social, email, etc.), develop toolkits, joint strategies, and strategic value-add campaigns.
• Partner very closely with Partnership Solutions and Tik Tok Shops sales, marketing and campaigns teams to maximize impact across commerce (and some non-comm) opportunities in joint strategies and campaigns.
• Own multi-quarter GTM delivery for key seasonal commerce moments (holidays, retail events), maximizing impact, alignment, and revenue.
• Lead the team to monitor campaign performance, analyze data, and report on key metrics and insights to inform strategic decisions and optimize future campaigns.

• Define and deliver the Commerce Marketing Solutions roadmap on time and aligned with business needs, addressing evergreen, seasonal, and sub-vertical narratives.
• Lead a Content Marketing Solutions Manager to develop key resources (creative solutions, playbooks, campaigns, content strategies, etc.) in partnership with the Marketing Campaigns team.
• Provide thought leadership and key narratives across Commerce industry events (e.g., Tik Tok World, SXSW).
• Collaborate with Product to define and amplify GTM narratives supporting horizontal SMB initiatives.
• Partner with Global Business Marketing and Global Business Solutions to launch ready-to-use joint narratives.
• Leverage and commission insights from Mar Sci (in partnership with Vertical Strategists) and other internal teams to ensure narrative relevance and impact across seasons, verticals, and evergreen topics.

• Bachelor's degree in Marketing, Business, or a related field.
• Experience managing and mentoring high-performing teams.
• Proven track record of success in driving advertising revenue growth, specifically within the commerce sector.
• Deep understanding of online and offline commerce ecosystems, including closed and open-loop models.
• Experience developing and executing GTM strategies.
• Excellent communication, presentation, and interpersonal skills.
• Able to travel to LA, Austin, NY and/or Seattle 1x or more per quarter to build, foster cross functional and immediate team relationships.

• Possess Leadership Principles.
  Ability to thrive in a very fast-paced environment and effectively manage multiple priorities. Bias toward delivery of outputs in MVP vs waterfall.
• Demonstrate strong performance management skills, setting high standards for your team in terms of results, rigor, and collaboration, while fostering a positive and engaging work environment.
• Possess a proactive mindset, excellent storytelling abilities, and comfort working in ambiguous situations.
• Be highly data-driven, speaking the language of business results, while also possessing a strong creative marketing sensibility and campaign expertise.
• Strong XFN collaborator, representing and surfacing broader business drivers guiding team and company to long-term success.
• Not afraid to get into the data themselves, provide technical review of processes, or get into delivering themselves hands‑on.
• Experience with advertising platforms and technologies.

Tik Tok is the leading destination for short-form mobile video. At Tik Tok, our mission is to inspire creativity and bring joy. Tik Tok'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.

Inspiring creativity is at the core of Tik Tok's mission. Our…