Job Description
About the Team
The vision of the Global Business Marketing (GBM) team is to create a global brand that amplifies our mission and establishes TikTok as a unique and critical investment for the industry we serve. Fostering best in class creative work on our platform, inspiring the industry through storytelling and showcasing our unique business brand at scale is the core focus of our collective team. Our purpose is to inspire, educate and unlock the possibilities on TikTok for the marketing community and businesses of all sizes.
The Head of Integrated Marketing Communications (IMC) role leads our go-to-market campaigns and tentpole events, prioritizing our biggest opportunities for impact that are consistent across the METAP region. These will range from platform positioning and thought leadership, to priority products and key tentpole moments. This is a key leadership role that needs to connect deeply across the business to craft an impactful global go-to-market strategy, and bring this to life in a collaborative and creative way to make magic in regional markets.
Responsibilities
Strategic Marketing Leadership
- Support on and localize the global marketing campaign strategy to drive business growth priorities in line with regional leadership
- Partner with Product Marketing Communications [PMC] on the strategic positioning and GTM plans for our products, ensuring consistent messaging across all channels.
- Partner closely with the METAP XFNs across product, measurement and creative to help in generating demand for our suite of solutions.
Team Leadership & Development
- Lead the teams that make up IMC as one GTM engine, and lead with clear vision and smooth operations: events, creative strategy and design, campaigns, digital channel strategy and marketing operations.
- Lead and develop a high-performing team of markers, designers, producers and project managers based in Dubai and working across the METAP markets.
Integrated Campaign Strategy & Tentpole Moments
- Lead the development of multi-channel, integrated marketing campaigns that drive awareness, engagement and call to action.
- Unite one creative strategy and development of campaign creative and assets, and with product marcomms on key messaging and content development.
- Lead our key tentpole moments for both owned and industry led [Cannes Lions and TikTok World] with one clear campaign strategy, underpinned by highly efficient operations.
B2B Marketing Channel Expertise
- Driving the strategy of our owned and paid digital channels, able to oversee media planning for campaigns and always on strategies for TikTok for Business.
- CRM strategy across TikTok for Business to drive client education, lead gen and new client revenue goals.
- Own our shopfront, the TikTok For Business regional website, and the UX needed to drive deeper scaled education and conversion.
- Connecting client education pathways and conversion to incremental revenue uplift across our platforms.
Data-driven Analysis Driving Strategic Innovation
- Establish key success metrics and measurement frameworks for marketing campaigns and tentpole moments that can be utilised in partnership with the regional teams.
- Monitor and analyze the performance of marketing campaigns and strategies, using insights to optimize future initiatives and refine content to better meet market needs.
- Champion a culture of innovation and continuous improvement, encouraging the team to test, learn, and adapt in alignment with evolving market conditions and business goals.
- Actively integrate AI into the teams tools to improve efficiency and effectiveness.
Minimum Qualifications
- Strong ability to build, mentor, and lead a team of marketers, creatives, producers and strategists, driving alignment with company objectives and fostering a collaborative culture.
- Extensive experience in strategic marketing and content development, with a focus on B2B marketing in digital media or technology sectors.
- Expertise in full funnel marketing, social media, and integrated campaigns, with a successful track record of defining and executing marketing strategies that drive business impact.
- Exceptional written and verbal communication skills, with the ability to create and deliver impactful presentations and reports for executive-level stakeholders.
- Experience working in a global organization, in a global team, able to understand the nuances and needs of different regions and the complexities of scaling campaigns multi-market.
Preferred Qualifications
- Ability to position TikTok as a thought leader through insightful, data-driven narratives that engage clients and inspire the industry.
- Deep understanding of the digital advertising landscape and trends.
- Strong interpersonal skills with experience building and managing relationships across multiple functions, including Product, Sales, Marketing Science, and Communications teams.
- A collaborative team player capable of influencing and aligning cross-functional stakeholders on high-impact initiatives.
- Demonstrated success in leading complex projects from conception through to execution, with strong organizational and project management skills to handle multiple priorities.
- Highly organized, with the ability to manage resources and ensure timely, high-quality delivery on strategic marketing projects.
- Strong analytical abilities with a data-driven approach to campaign optimization, providing actionable insights to shape future strategies.
- Comfortable adapting to an evolving environment, with a hands-on approach and a willingness to iterate and learn in real-time.
