Product Marketing Communications Specialist - Global Business Solutions- Europe

1GBM EUI is the Global Business Marketing team (GBM) and champions TikTok in the B2B world, looking to educate, inspire and create opportunities for our sales teams to develop and foster key client relationships and demonstrate how TikTok can deliver better outcomes for their business.

TikTok is searching for an experienced strategist to lead all commerce based messaging and positioning within the European Product Marketing Communications (PMC) team.

This Product Marketing Communications Specialist sits in the European Product Marketing Communications (PMC) pod and reports directly to the EUI Head of Product Marketing Communications, GBM, TikTok. The role wears a “double hat”:
- 50 % Regional – create high-impact, commerce product marketing that address nuanced needs across the EUI region and local markets.
- 50 % Global – working with global teams solving cross-region challenges, scaling the best work worldwide.
Everything this role does should be guided by the GBM vision of “Connecting Minds, Making Magic” - forging deeper internal connections and delivering work that is distinctive, joyful and memorable and reflective of TikTok.

At its core, PMC is responsible for identifying synergies across regions to deliver marketing assets more efficiently resulting in a stronger brand, platform and product comprehension globally. With the lens of all commerce workstreams, this role's responsibilities include:

1. Problem Discovery & Prioritization
- Systematically capture signals (strategy docs, product road-maps, financial data, leadership, customer/sales data and xFN intel).
- Run root-cause analysis, size opportunities and decide whether marketing is an appropriate and impactful lever.
- Use data to ruthlessly prioritize the highest-impact problems; define clear KPIs and develop strategies that meet them.

2. Strategic Solution Design (Commerce First)
- Build commerce-led strategies, narratives, toolkits and programmes that grow commerce revenue, while remaining flexible to support adjacent work-streams if business priorities shift.
- Collaborate with hub leads, Market leads, Market marketing teams, Global GBM stakeholders and key xFNs to validate initiatives against business goals, prioritising cross-region collaboration.

3. Storytelling & Creative “Magic”
- Translate strategies into compelling stories and creative assets in partnership with the Integrated Marketing Communications (IMC) team and other xFNs.
- Intimately understand how to utilise all available promotional channels to achieve success inc. Sales enablement, MarComms channels, TikTok Academy, 1P & 3P events etc.
- Collaborate with internal teams to develop GTM plans, derive actionable insights, and identify best practices.
- Champion TikTok’s tone of joy, entertainment and differentiation in all outputs.

4. Cross-Functional Leadership
- Act as connective tissue between Sales, Product, Marketing Science, MSO, and Finance.
- Serve as an EUI regional and market advocate within the global organization, ensuring that our regional needs are met in any global workstreams.
- Drive a “lead / support / scale” model within XMS; simplify and centralize where possible.

5. Governance & Measurement
- Audit existing content; decide to build, scale or retire.
- Maintain a living roadmap of initiatives related to non-commerce business priorities
- Work closely with IMC, Strategy & Ops, MSO and Finance teams to track, measure and report on project successes.