About this role
The Global Business Marketing (GBM) team champions TikTok in the B2B landscape, showing advertisers and sales teams how TikTok's creative ecosystem drives real business results. We build the stories, education, and go-to-market programs that sellers use to deepen client relationships across markets.
Working with brands of all sizes, we also bring campaigns to life through creative ideation, brand and event strategy, and the design and production of TikTok for Business marketing, so advertisers can create content that connect with audiences. Trends, consumer behavior, and advertising formats all move quickly on TikTok. The challenge is turning what makes the platform engaging into solutions that are creative, measurable, and scalable across very different markets, without making the experience feel like traditional advertising.
You will shape how the market understands TikTok as a business platform, and help brands show up authentically on it.
Our Product MarComs (PMC) & Industry Enablement (IE) sits at the intersection of Product, Sales, Data and Customer Experience. We build the knowledge, education, intelligence and measurement capabilities that help turn product innovation and marketing interventions into measurable customer and business outcomes.
Our work spans customer and seller experiences including the Business Resource Center, in-product education, sales enablement and AI-powered education experiences.
As these experiences become increasingly connected, our measurement approach must evolve as well—from measuring individual programs and channels to understanding how knowledge, education and marketing interventions influence customer behavior across the journey.
We are building a measurement and experimentation capability that connects customer engagement to activation, product adoption, expansion and business growth.
We're seeking an experienced Program Manager, Measurement & Experimentation to build the measurement foundation that enables data-driven decision making across product knowledge, education and customer enablement experiences.
Today, customer and seller interactions occur across multiple surfaces and systems. Traffic, engagement, learning activity, AI interactions, product behavior and commercial outcomes are often measured independently, making it difficult to understand the complete customer journey or determine which interventions actually drive behavior.
This role will help change that.
Responsibilities
Build a Connected Measurement Architecture
- Develop scalable measurement frameworks to evaluate the business impact of product knowledge, education, and enablement initiatives across the customer journey.
- Define standardized metrics, event taxonomies, and measurement requirements across reach, engagement, learning, activation, product adoption, and commercial outcomes.
- Partner with Data Science, Data Engineering, and Analytics teams to integrate data across systems, improve measurement capabilities, and connect customer engagement to downstream business outcomes.
Connect Engagement to Business Outcomes
- Develop measurement frameworks that connect customer and seller engagement to measurable behavioral and business outcomes beyond traditional engagement metrics.
- Define leading and lagging indicators to assess the impact of knowledge and education initiatives on activation, product adoption, retention, expansion, and revenue.
- Establish attribution and measurement approaches to evaluate the effectiveness and business contribution of educational experiences and platforms, such as TikTok Academy and Business Help Center.
Build an Experimentation Capability
- Establish scalable experimentation standards and playbooks across knowledge, education, and customer enablement programs.
- Partner with Product, Marketing, and Data Science teams to design and evaluate experiments using clear hypotheses, success metrics, and appropriate testing methodologies.
- Translate experimental insights into actionable recommendations to optimize customer behavior, product experiences, content, and engagement strategies.
Develop Holistic Reporting & Decision Systems
- Develop scalable reporting frameworks, datasets, and dashboards that provide end-to-end visibility across the customer journey and business outcomes.
- Create executive-level insights, performance benchmarks, and automated monitoring to identify trends, gaps, and optimization opportunities.
- Partner with Analytics and Data Engineering teams to translate data into actionable insights that drive strategic decisions and continuous improvement.
Enable Customer and Knowledge Intelligence
- Leverage behavioral data across customer interactions, learning, AI experiences, and product usage to identify knowledge gaps and adoption barriers.
- Partner with cross-functional teams to identify customer friction and determine effective interventions across audiences, products, and journey stages.
- Establish continuous feedback loops that translate measurement insights into actionable improvements for knowledge, education, customer adoption, and GTM strategies.
Connect Measurement to GBM Objectives
Develop measurement approaches that demonstrate how our capabilities contribute to GBM priorities including:
- New Client Acquisition: qualification, onboarding, activation and time to first meaningful action.
- Client Expansion: adoption of additional products and capabilities, engagement and growth.
- Product Growth: product awareness → understanding → activation → sustained adoption.
- Market Positioning: reach, engagement and behavioral signals associated with strategic narratives and education.
- Commercial Marketing Excellence: measurement consistency, automation, experimentation and decision quality.