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.
Global Integrated Marketing Communications (GIMC), within Global Business Marketing (GBM), brings strategy, creative, events, channels and partner marketing under one roof.
Events is the experience craft in GIMC. It owns the moments where TikTok for Business meets its clients in person: global tentpoles, a recurring series for each key audience, and executive programmes including the Global Client Council.
The Head of Global Events and Experiential Marketing leads the events craft and reports to the Global Head of Integrated Marketing Communications. You own global event franchises, four annual tentpoles, a global series per key audience, and Global Agency and Accounts (GA&A) event management including the Global Client Council.
You work with regional marketing leads, product marketing, sales, the other craft heads across GIMC, and external venue and agency partners.
You are measured on new client acquisition pipeline from events, cost per lead, lead to opportunity conversion, and on-time delivery of the tentpoles and franchise playbooks.
Responsibilities
Franchises and Tentpoles
- Own global event franchises: playbooks covering design assets, content, audience strategy, comms strategy and measurement, plus approval governance.
- Deliver the four global tentpoles: Cannes, TikTok World, the partner summit and the brand safety summit.
- Launch and run one recurring global series per key audience.
- Lead GA&A event management, including the Global Client Council.
Hub and Regions
- Global sets the franchises, playbooks, systems and standards. Regions adopt the playbooks and run them at pace.
- Global owns product and channel strategy, brand consistency, scaled operations, systems and tools. Regions own business strategy, lift and shift of proven formats, and regional delivery.
- Run build weeks for every tentpole, integrated into regional plans rather than loaded on top.
- Run the monthly global events all-hands and quarterly reviews on one shared view of data.
- Run a test and scale pipeline that proves a format once and packages it for every region, with scope for global roadshows.
Pipeline and Measurement
- Capture and qualify high intent leads and own the handoff to sales, including the follow-up SLA. Sales owns the close.
- Build event measurement, including ROI, cost per lead and lead to opportunity conversion, into GIMC's single reporting view, not a separate system.
Team and Budget
- Lead and reshape the global events team to the new operating model while delivering the tentpoles through the transition.
- Own the global events budget, vendors, venues and agencies across North America, EMEA, LATAM and APAC.