Product Marketing Manager (Branding) - Global Business Solutions- UK and Benelux

Overview

The Regional Product & Client Solutions (RPCS) organization 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 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 TikTok’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.

Key Responsibilities

• Go‑to‑Market & Product Adoption

• Own go‑to‑market strategy and adoption for TikTok’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.

• 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.

• 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.

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

• 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.

• Raise the floor: Establish and scale best practices to improve operational excellence across Sales.
• Raise the ceiling: Guide teams on leveraging TikTok’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: Extensive 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.

About TikTok

TikTok is the leading destination for short‑form mobile video. At TikTok, our mission is to inspire creativity and bring joy. TikTok’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.

Why Join Us

Inspiring creativity is at the core of TikTok’s mission. Our innovative product is built to help people authentically express themselves, discover and connect – and our global, diverse teams make that possible. Together, we create value for our communities, inspire creativity and bring joy – a mission we work towards every day. We strive to do great things with great people. We lead with curiosity, humility, and a desire to make impact in a rapidly growing tech company. Every challenge is an opportunity to learn and innovate as one team. We're resilient and embrace challenges as they come. By constantly iterating and fostering an “Always Day 1” mindset, we achieve meaningful breakthroughs for ourselves, our company, and our users. When we create and grow together, the possibilities are limitless. Join us.

Diversity & Inclusion

TikTok is committed to creating an inclusive space where employees are valued for their skills, experiences, and unique perspectives. Our platform connects people from across the globe and so does our workplace. At TikTok, our mission is to inspire creativity and bring joy. To achieve that goal, we are committed to celebrating our diverse voices and to creating an environment that reflects the many communities we reach. We are passionate about this and hope you are too.