Job Description

About the team

The SEA Integrated Marketing (IMC) team designs and delivers integrated marketing, communications, and campaign strategies that resonate with diverse audiences across Southeast Asia. We build brand awareness, drive user engagement, and enhance the overall shopping experience. From launching sales-boosting mega campaigns (e.g. 11.11 and 12.12) to optimizing user journeys and creating compelling narratives, our team plays a pivotal role in TikTok Shop's success in the region.

The Campaign Planning & Operation role is the operational partner to campaign strategists. While the Strategy team focuses on data science and growth experiments, this role ensures insights are turned into practical actions, then standardized into evergreen playbooks.

The role aligns campaign execution with broader business strategies and platform priorities, requiring both analytical sharpness and operational intuition.

Responsibilities

- Bridge Strategy with Operations: Translate strategists' studies (A/B tests, experiments, benchmarks) into SOPs and playbooks. Validate strategic directions with execution insights, and propose GTM roadmaps that balance feasibility with efficiency.

- Hands-on campaign delivery: Conduct data projections and simulations for planning, develop campaign plans and intra-campaign contingency playbooks, and ensure smooth execution end-to-end.

- Campaign performance excellence: Be the in-house expert on campaign operations. Own campaign performance tracking and historical data, and identify optimization and growth opportunities through post-mortem reports.

- Cross-functional collaboration: Manage communication with stakeholders across teams (eg: Category Management, Creator Management, User Growth) and regional teams (eg: IMC, Product) to align direction and co-develop high-performing campaigns.

- Team Enablement: Support Line Manager in coaching members and upskilling the project management team. Raise the team's standards in data storytelling and judgment, while leveraging the current operational strength to make things happen.

- AI & Automation Leadership: Champion the adoption of AI tools (LLMs such as ChatGPT/Claude/Gemini, AI-powered BI assistants, and internal AI agents) across campaign planning, execution, and post-mortem workflows.

- Data-Driven Metrics Ownership: Own end-to-end campaign performance metrics including GMV, GMV growth % vs target and vs comparable prior campaign, ROI/ROAS, traffic-to-GMV conversion, CTR, AOV, repeat purchase rate, voucher redemption efficiency, and buyer DAU during campaign windows

- Operational KPIs: Drive on-time delivery rate of campaign milestones, defect/incident rate during execution, stakeholder satisfaction (cross-functional NPS), and post-mortem turnaround SLA