TikTok - Social Lead, EMEA in London

The Social Lead, EMEA sits within TikTok’s Marketing team and leads social strategy for the UK and Germany, with responsibility for @TikTokUK and @tiktok_deutschland.

The role combines oversight of the UK social agency with developing a clear approach for the German market, where there is no dedicated social agency. This includes defining how @tiktok_deutschland supports paid social campaigns and wider marketing activity, assessing opportunities for organic content, and recommending the resources and production support needed to deliver effectively.

Working closely with Marketing, Communications, Media, Creative and agency partners, the Social Lead will translate TikTok’s global social strategy into locally relevant content that builds trust and delivers against campaign objectives. They will also collaborate closely with the French Editor and French agency to share learnings, align regional activity and identify opportunities to adapt content across markets.

Responsibilities

• Lead TikTok’s social strategy for the UK and Germany within the wider EMEA region, covering ongoing editorial content and campaign activity.
• Oversee the UK social agency, including briefing, workload, creative quality and delivery. Lead regular quarterly business reviews to ensure output supports our brand strategy.
• Develop a clear operating plan for @tiktok_deutschland, recognising that Germany has no dedicated social agency. Define how the account supports paid social campaigns and wider marketing activity, assess opportunities for organic content, and recommend the resources needed.
• Work closely with the French Editor and French agency to share learnings, coordinate relevant EMEA activity and identify opportunities to adapt content across markets.
• Support the French Editor as a point of escalation outside their manager’s working hours when their manager is offline, helping resolve urgent publishing, campaign or operational issues.
• Help oversee and manage a UK-based team member whose responsibilities are split between UK social campaigns, corporate social governance and project management office (PMO) work. Support prioritisation, workload planning and delivery in partnership with the relevant leads.
• Run the weekly UK editorial meeting alongside the UK Communications Lead to identify and commission timely social content.
• Manage the UK social channels and monthly content calendar with agency support.
• Attend shoots and events when required to oversee content capture.
• Partner with local and regional teams on social requests, agreeing clear briefs, priorities and publishing plans.

Campaigns

• Act as an integrated social partner for Marketing campaigns across the UK and Germany, collaborating with colleagues across EMEA where relevant.
• Develop and deliver full funnel social campaign plans, including organic content and paid social on TikTok and other platforms.
• Own social content plans from briefing through creative development, production, publishing and reporting.
• Establish a practical approach to German campaign delivery, with clear responsibilities for production, localisation, approvals and publishing.
• Maintain regular check-ins with campaign leads to review progress, align creative feedback and resolve issues.
• Develop rollout plans with campaign leads covering the creative approach, content calendar, paid support and measurement.

Always-On Work

• Lead ongoing editorial planning and content development for the UK.
• Assess and define a sustainable approach to organic content for Germany, based on market priorities, available resources and campaign needs.
• Ensure content aligns with TikTok’s global social strategy, brand guidelines and tone of voice.
• Adapt TikTok’s verbal identity to local audiences, cultural context and platform formats.
• Stay close to local culture, creators, trends and competitor activity to identify relevant content opportunities.
• Collaborate with the French Editor and wider EMEA team on shared formats, templates and content adaptation.

Operational

• Ensure adherence to TikTok’s social media policies, brand guidelines, approval processes and platform guidance.
• Own and maintain social request processes for the UK and Germany, following up on incomplete briefs and agreeing realistic delivery plans.
• Maintain regular contact with local Marketing, Communications and Media teams to stay informed about key stories, dates and priorities.
• Define clear workflows for German content creation, localisation, approvals, publishing and paid activation.
• Support the UK-based team member in balancing campaign delivery with corporate social governance and PMO responsibilities.
• Coordinate with the French Editor and their manager on escalation arrangements, ensuring urgent issues receive appropriate support and follow-up.

Measurement

• Set clear objectives, targets and measurement plans for editorial activity and campaigns.
• Review organic and paid performance with agencies and media teams to improve future creative and distribution.
• Share actionable learnings with local Marketing, Communications and wider EMEA social teams.
• Provide social reporting and support Marketing teams in commissioning campaign social listening through Brandwatch.
• Connect campaign performance with wider brand and business objectives, including awareness, consideration and conversion.

Paid Media

• Partner with media leads to deliver paid social campaigns in the UK and Germany, both on TikTok and on other platforms.
• Coordinate publishing and approvals for paid campaigns using owned channels.
• Advise on creative formats, copy and English and German localisation to ensure assets are relevant to each audience and platform.
• Define how @tiktok_deutschland supports paid campaigns and integrates with the German marketing plan.
• Identify strong-performing or strategically important content for paid amplification where budget is available.
• Work with media teams to use performance insights to improve creative and campaign effectiveness.

Minimum Requirements

• 7+ years of experience working in social media management.
• Experience of social media management in EU markets (UK, FR and DE). UK and DE are a priority.
• Experience managing agency output and workload.
• Experience working client side for a major brand, or agency side on fast-paced clients.
• Experience working on multiple brand and marketing campaigns as well as always-on social content.
• Skilled at working in a fast-paced environment, calm under pressure, excellent project management skills.
• Ability to attend shoots and manage on the ground content creation.
• Understanding of crisis comms and how to manage content strategy and advise during brand challenges.
• Deep understanding of TikTok culture and the platform, as well as a deep understanding of local culture and what works on social in the market.
• Experienced in social strategy, content creation and creating engagement on TikTok and on all other social media platforms (Instagram, Facebook, X, YouTube).
• Ability to create social reports, analyse performance and adapt strategy accordingly.

Preferred Skills and Qualifications

• Experience of platform tools (Facebook, Instagram, TikTok, Twitter, YouTube), as well as social scheduling and listening tools such as Brandwatch.
• Experience with community management.
• Experience with social listening.