Business Intelligence Analyst, GBM

About the Team

Global Business Marketing (GBM) at TikTok is at an inflection point. As the business evolves from establishing its brand presence to driving measurable commercial growth, the way we analyse, interpret and act on marketing performance needs to evolve with it. This role sits at the heart of that shift.

About the Role

GBM Strategy & Operations exists to transform strategic ambition into operational reality. A core part of that is ensuring that every marketing initiative we run, across every hub sub‑function and every region, is measured against what it actually delivers for the business, not just what it produced in activity terms. This is the role that owns that capability. As the leading Analyst, Performance & Insights, you will be the connective layer between GBM’s global and regional teams, the Business Analytics organisation, building the measurement governance, analytical infrastructure, and commercial intelligence that allows the business to track impact against our P0 priorities, with New Client Acquisition and Marketing ROI as the two primary lenses. You will work at the intersection of data, commercial strategy, and cross‑functional governance, and your output will directly inform executive decision‑making and business planning. Examples of key outputs include ad‑hoc executive‑level analysis reports and QBRs.

Responsibilities

• Measurement Governance & Infrastructure
  • Own and operationalise GBM’s measurement governance framework — the methodology, standards, and processes that define how marketing impact is tracked consistently across global hub teams and regional spokes.
  • Design, govern, and continuously improve the performance dashboards and reporting infrastructure used across global and regional S&O.
  • Set data governance standards and ensure data integrity and consistency across reporting sources.
• Commercial Intelligence & P0 Priority Tracking
  • Lead the tracking and reporting of impact against GBM’s P0 business priorities, with New Client Acquisition as the primary focus area.
  • Produce executive‑level analysis and QBR reporting that connects marketing execution to business outcomes, translating data into clear commercial narratives for leadership.
  • Lead deep‑dive root‑cause analysis when performance diverges from plan, and partner with regional teams to understand and act on those findings.
• MarTech & Cross‑Functional Partnership
  • Serve as the primary S&O interface with MarTech and the MSO organisation on data infrastructure, measurement tooling, and how commercial intelligence flows between teams.
  • Partner with integrated marketing teams, including digital channels and events, on attribution and channel performance measurement, ensuring what is being tracked reflects real commercial impact.
• Regional Alignment
  • Work closely with regional S&O leads to ensure a consistent measurement methodology is applied across all regions.
  • Work with multiple regional stakeholders within the broader marketing team and business analytics team across different timezones and cultures.

Qualifications

Minimum Qualifications

• 5+ years of experience in advanced analytics, business intelligence, or performance insights role.
• Proven ability to translate complex data into executive‑ready narratives, comfortable presenting to and influencing leadership.
• Strong understanding of marketing ecosystems and how data flows between marketing, sales, and commercial operations, including familiarity with business analytics teams or equivalent commercial operations environments.
• Strong SQL skills, with the ability to independently explore, transform, and validate data. Proficiency in Python for advanced analysis.
• Experience with A/B testing and experimental design.
• Proficiency in building visualizations and reports using tools like Looker, Tableau, or similar.
• Commercially oriented, thinking about marketing in terms of outcomes, not just outputs.

Preferred Qualifications

• Experience in a marketing, media, or platform business.
• Highly organised and detail‑oriented, you can manage multiple workstreams and deadlines without dropping the ball.
• Clear written and verbal communicator, able to present findings in a way that is easy to understand and act on.
• A bias toward simplification and action, not just strategising but being able to follow through with building systems and frameworks that make things clearer, not more complex.
• Genuine curiosity about business‑to‑business marketing and GTM impact.
• Exposure to or interest in B2B marketing environments or commercial go‑to‑market models.
• Familiarity with OKR frameworks, planning cycles or reporting processes.
• Some exposure to media attribution or marketing performance measurement, even at an introductory level.
• Experience or interest in working across multiple markets or cultures.