Job Description

About the team

The Integrated Marketing Campaigns Team oversee owns and drives end-to-end country-level campaigns that accelerate GMV growth, merchant success, and user engagement.

This role sits at the intersection of commercial strategy, marketing execution, and cross-functional orchestration.

Key Responsibilities

1. Growth Marketing & Platform Campaign Strategy

- Lead the planning and execution of growth marketing initiatives to drive TikTok Shop GMV, user acquisition, and engagement in Malaysia.

- Develop and implement integrated marketing strategies for major platform campaigns (e.g., Double Day, Payday, Mega Sale campaigns).

- Identify key growth levers across traffic, creators, merchants, and platform incentives to maximize campaign impact.

2. B2C Marketing (Consumer Growth)

- Drive consumer-facing marketing strategies to increase awareness, traffic, and purchase conversion for TikTok Shop.

- Work closely with creator ecosystem teams to activate creator-led marketing initiatives including livestream and short-form content campaigns.

- Optimize campaign performance using data insights to improve conversion, engagement, and ROI.

3. B2B Marketing (Seller & Creator Ecosystem)

- Develop marketing initiatives to attract and educate sellers, brands, and creators to participate in TikTok Shop campaigns.

- Collaborate with merchant and creator operations teams to ensure strong ecosystem participation in platform campaigns.

- Support key industry programs that accelerate seller and creator growth within the marketplace.

4. Team Leadership & Stakeholder Management

- Lead and develop a team of ~10 marketing professionals across campaign planning, partnerships, and content marketing.

- Collaborate closely with cross-functional teams including Category, Creator Operations, Commercial, Product, and Regional Marketing. break down collaboration barriers, and drive cross-departmental growth initiatives.

- Align local marketing strategy with regional platform priorities and campaign frameworks. ensuring consistency while adapting to Malaysia’s local market characteristics.

5. Performance Management & Optimization

- Define success metrics for campaigns and marketing initiatives, including GMV contribution, traffic growth, conversion, and ROI.

- Use data insights to continuously optimize marketing strategies and improve campaign efficiency.

- Drive post-campaign analysis and develop learnings to inform future growth strategies.