The posting
Global Business Marketing (GBM) Champions TikTok to brands, advertisers and partners, creating opportunities for Sales to build stronger client relationships, and demonstrating how TikTok delivers business outcomes.
Product Marketing Communications & Industry Education (PMC&IE) connects what TikTok builds for brands, agencies and marketing partners with how the world understands and adopts it. Working across Product, Sales and Marketing, the function translates product innovation and business priorities into clear positioning, compelling stories, effective education and scalable go-to-market programmes.
We are seeking a strategic, commercially minded leader to head Product Marketing Communications across Europe & Israel (EUI), representing the function while remaining directly involved in high-impact strategic and creative work.
The Head of Product Marketing Communications, EUI, is responsible for translating TikTok’s commercial priorities and product innovation into strategic marketing programmes that accelerate advertiser understanding, product adoption and commercial growth, with a particular focus on unlocking opportunities for existing client expansion and new client acquisition in the region. The role sets the direction and operating rhythm for the regional PMC function, leads a team of four, and personally drives selected high-profile strategic initiatives.
The role reports directly to the Head of GBM, Europe & Israel, with a dotted-line reporting relationship to the Global Head of PMC&IE.
The team comprises four primary areas of ownership: Consumer Goods (brand and creative solutions); Commerce (open- and closed-loop commerce solutions); Consumer Content & Services (performance and measurement solutions); and TikTok Academy (EUI education, accreditation and acquisition-focused nurturing, in close partnership with the global Academy team). These are areas of specialism, not fixed silos: team members contribute to regional and global initiatives of varying scale according to business need.
Responsibilities - Act as a strategic partner to GBM EUI leadership, identifying commercial challenges, growth opportunities and customer barriers where marketing can deliver the greatest impact. - Define and lead the regional PMC strategy, priorities and roadmap, using business performance, market intelligence and cross-functional insights to drive measurable commercial outcomes. - Lead integrated product marketing strategies across brand, creative, commerce, performance and measurement solutions, translating product innovation into compelling positioning, go-to-market programmes and adoption strategies. - Partner with regional and global Sales, Product and Marketing teams to accelerate product adoption, existing client expansion and new client acquisition (NCA), ensuring alignment between global priorities and regional commercial needs. - Personally lead flagship marketing initiatives, strategic narratives and high-profile programmes, translating complex products and insights into compelling stories that resonate with advertisers, agencies and decision-makers. - Partner with IMC and cross-functional teams to deliver distinctive, high-quality marketing across sales enablement, owned channels, TikTok Academy and industry events. - Lead, coach and develop a high-performing team of four specialists, establishing clear objectives, accountability and development opportunities while flexibly allocating resources across regional and global priorities. - Establish effective operating rhythms, processes and governance to improve prioritisation, collaboration, efficiency and the scalability of marketing programmes. - Oversee EUI’s TikTok Academy strategy, driving advertiser and agency education, accreditation and product adoption, while leveraging learning programmes to support new client acquisition and nurturing. - Partner with the global TikTok Academy team to align curriculum, certification, activation and measurement with regional commercial priorities. - Represent PMC in regional and global forums, building trusted relationships and driving strategic alignment across GBM, Sales, Product, IMC and other stakeholders. - Establish clear success metrics and performance reporting to demonstrate marketing impact, optimise investment and drive continuous improvement.
Minimum Qualifications - Leadership experience in product marketing, B2B marketing, commercial strategy or a closely related discipline, including leadership of complex cross-functional programmes. - Proven people leadership experience, with the ability to set direction, develop talent and deliver through a team while remaining an effective hands-on strategic contributor. - Strong commercial judgement and analytical ability: able to interpret business and product data, diagnose ambiguous problems and prioritise high-value opportunities. - Excellent strategic storytelling and communication skills, including the ability to simplify technical products and influence stakeholders. - Deep understanding of digital advertising, the advertiser ecosystem and the role of creative, commerce, performance and measurement solutions in driving customer outcomes. - Demonstrated ability to lead across multiple markets and global stakeholders, balancing regional needs with scalable global approaches.
Preferred Qualifications - Strong operational discipline, sound judgement and comfort working in a fast-moving, evolving environment. - Experience leading regional or international product marketing or go-to-market functions in a technology, platform or advertising business. - Experience building integrated education, accreditation, enablement or customer adoption programmes. - Track record of delivering distinctive, high-profile marketing initiatives with measurable business impact.
