About this role
Global Business Marketing (GBM) is the marketing organization for TikTok for Business. We market to advertisers, agencies and the people who decide where media budgets go. Global Integrated Marketing Communications (GIMC) is the integrated marketing centre inside GBM: strategy, creative, events, channels and partner marketing under one roof, building the programmes that create demand, capture pipeline and help convert it.
GIMC plans by programme, not by campaign. Each growth lever has one owner who holds the plan, the delivery and the scorecard for everything on it. This role is one of those owners.
You own a growth lever end to end: acquisition, expansion, product moments or always-on. You know its commercial logic better than anyone in the department, you hold the integrated plan for it, and you deliver every piece of work on it, from a programme update turned in days to a campaign planned over months.
Planning and delivery are one job here. You write the plan, brief the creative, events and channel teams from it, stay in the room while the work is made, judge it against the plan, and answer for the number every week. You do not make, stage or distribute. You own the result.
You will work with a communications planner, three craft teams, product marketing and named counterparts in every region. The model is in its first year. You will help finish the build as much as run it.
Responsibilities
Strategy and Planning
- Own the integrated plan for your lever across every persona it touches, with clear objectives, sequencing and what it is measured on agreed at sizing.
- Advise at sizing on how much response a brief on your lever warrants, and hold that call once made.
- Write the strategy behind the plan, not only the plan: the argument for what gets made and why.
Programmes
- Run the programmes for your lever, month by month, off the quarterly plan.
- Turn programme updates in days without breaking the plan. Plan and deliver feature moments in weeks, against the criteria and on the clock. Hold the integrated plan and workback for the campaigns on your lever.
- Brief Creative, Events and Channels from the persona and the plan. Stay in the room through development and judge the work against the plan.
- Partner with product marketing so product truth and persona truth are set together at sizing, and chair the plan check and launch check.
Regions
- Act as GIMC counterpart to a region. Run the 48-hour comment window on feature moments, work with co-planners on campaigns, ship the regional kit, and own regional adoption of globally built work.
- Write the monthly note to your region's IMC lead after the scorecard.
Measurement
- Hold the scorecard for your lever: create, capture, convert. Report it weekly, monthly and quarterly and act on what it shows.
- Work with the planner, ops and the measurement owner so every brief on your lever runs on the same clocks and reads on the same scorecard.
People
- You will collaborate with a multi-disciplinary group: creative, channels, regional counterparts and product marketing work to it because it is clear, argued and measured.