Responsibilities

The Regional Product & Client Solutions (RPCS) organisation drives strategic alignment and commercial excellence across EUI. The team elevates product and client solution strategy across the GBS region, ensuring consistent, high-quality go-to-market execution. RPCS partners closely with EUI markets to surface growth opportunities, accelerate product adoption, and unlock incremental revenue. Through deep collaboration with Sales and Product stakeholders, the team brings clarity, cohesion, and commercial momentum to the region.

The Product Marketing Manager (PMM) is a strategic role reporting to the Vertical Product Solutions & Operations Lead (PSO) and sits within the Regional Product Solutions & Operations (RPCS) organization. Our mission is to help businesses have seamless experiences with our advertising solutions, by crafting activations to push our most strategic ad solutions to market and identifying key product needs from our biggest clients.

The PMM leads go-to-market strategy and execution for Tik Tok's advertising solutions with a vertical-first lens, driving product education, adoption, and revenue growth. This role partners closely with in-market Sales teams, priority clients, cross-functional stakeholders, and HQ Product and Product Marketing teams in a fast-paced, high-growth environment.

Success in this role requires strong self-motivation, sharp prioritisation, the ability to translate data into actionable insights and opportunities, and the confidence to influence senior partners and clients. The ideal candidate brings experience in digital media and performance marketing, ideally within a product marketing or client solutions context.

Go-to-Market & Product Adoption

• Own go-to-market strategy and adoption for Tik Tok's advertising solutions, with a vertical-first lens
• Design and execute in-market activations and programs to accelerate product adoption and revenue growth
• Identify opportunities to simplify, scale, and strengthen GTM execution across markets

Market & Vertical Expertise

• Serve as the in-market product expert by partnering closely with Sales to deeply understand client pain points, vertical needs, and business objectives
• Ensure all GTM strategies are grounded in market and vertical insights, and translate these into clear, scalable recommendations

Cross-Functional Leadership

• Collaborate with Sales, Product, PMMs, and other XFN partners to develop vertical strategies, including narratives, solution packages, and product recommendations
• Act as the voice of the market into Product, synthesising insights and influencing roadmap discussions with regional and global teams

Sales Enablement & Excellence

• Develop and drive a sales education strategy to raise the baseline of product knowledge across the Sales organisation
• Partner with product champions to ensure consistent, high-quality enablement and execution

Insight, Innovation & Growth

• Turn data and market signals into actionable insights that unlock growth opportunities
• Lead pilots, tests, and innovation programs to expand adoption and inform future product strategy

Operational & Strategic Impact

• Raise the floor: Establish and scale best practices to improve operational excellence across Sales
• Raise the ceiling: Guide teams on leveraging Tik Tok's solutions to drive vertical-specific growth and expansion opportunities
• Expand the room: Lead experimentation and new initiatives to open up incremental revenue streams

Core KPIs

• Vertical-first solution and product adoption
• Quality and impact of product insights and feedback
• New product tests and scaled learnings

Qualifications

Minimum Qualifications

• Experience in product marketing or client solutions within digital advertising, tech, or media
• Data Acumen: Strong ability to translate data into insights, identify opportunities, and inform strategic decisions
• Prioritisation: Proven ability to simplify, focus, and prioritise GTM efforts for maximum business impact
• Communication & Influence: Excellent storytelling, presentation, and stakeholder management skills
• Cross-Functional Agility: Experience driving alignment across Sales, Product, Operations, and Strategy in complex, fast-moving environments
• Commercial Mindset: Track record of delivering against ambitious performance goals
• Comfort with Ambiguity: Passion for navigating complexity and influencing Sales, XFN partners, HQ teams, and clients

Preferred Qualifications

• Vertical industry expertise
• Performance marketing expertise