Job Description

Global Business Marketing (GBM) is the marketing organisation for TikTok for Business. We market to advertisers, agencies and the people who decide where media budgets go. Global Integrated Marketing Communications (GIMC) is the integrated marketing centre inside GBM: strategy, creative, events, channels and partner marketing under one roof, building the programmes that create demand, capture pipeline and help convert it.

The Head of Strategy and Programs leads the centre of GIMC. You own the annual integrated plan and the judgement calls that decide what gets built, at what scale, for whom. You lead the planners and programme owners who carry that plan into market and hold the scorecard for every piece of work.

The operating model is in its first year. The design is done; the build is not. You will finish it: one front door, strategy first, measurement structural, a centre that judges and owns rather than coordinates. It is an unusual amount of runway for a seat that already exists.

You set the department's agenda alongside the Head of GIMC and represent it to GBM leadership and the regions. The problem is a hard one: marketing to the people who spend media budgets, on a platform, while AI changes what a marketing team is for. It rewards structure, judgement and no ego.

Responsibilities

Strategy and Planning

• Own GIMC's annual integrated marketing plan and its programme architecture across acquisition, expansion, product moments and always-on.
• Lead the team that triages on every incoming brief: audience, size of response and measurement line set before anything moves.
• Set the department's strategic agenda with the Head of GIMC and carry it into GBM leadership forums.

Programmes

• Lead the programme owners. Each holds the integrated plan and measurement system for their programme end to end. You hold the bar.
• Partner with the Heads of Creative, Events, Partnerships and Channels, so the crafts are briefed from strategy and judged against the plan.
• Work with product marketing so product truth and audience truth are set together at the start of every brief.

Regions

• Hold the relationship with regional marketing and sales leads: global plans reviewed by named counterparts, regional activation of globally built work.

Measurement

• No brief moves without a measurement line. Create, capture, convert. This role will ensure measurement is at the core of all we do
• Read the weekly review with the operations lead and feed what it shows back into the plan.

People

• Build and lead the Strategy and Programmes team. Planners and owners who take every input, adapt and push the work forward rather than relay it.

Minimum Qualification(s)

• Leadership experience in marketing strategy or integrated communications planning, including at least 5 years leading a strategy or planning function and managing managers.
• Substantial experience in B2B marketing targeting business decision-makers, with a demonstrated track record of delivering and measuring impact on pipeline and revenue outcomes.
• Proven experience owning and delivering an annual integrated marketing plan spanning paid, owned, earned, CRM, and events, with accountability for business outcomes.
• Demonstrated ability to establish measurement frameworks tied to pipeline and revenue, and to create operating rhythms that drive accountability and performance across teams.
• Strong strategic judgment and experience making prioritization decisions in complex environments, including the ability to align stakeholders and stand behind difficult trade-offs.
• Experience working across global and regional marketing organizations, with a track record of translating global strategies into effective regional execution and adoption.

Preferred Qualification(s)

• Demonstrated experience applying AI tools to transform marketing planning, measurement, content production, or operations, with measurable evidence of the impact achieved.
• Experience marketing to advertisers, agencies, or media decision-makers within a platform, ad tech, media, or similarly complex B2B business.
• Proven experience building and implementing an operating model or intake process within a marketing organization to improve how work is prioritized, planned, and delivered.
• Experience partnering closely with in-house creative, events, and channel teams to translate strategy into integrated execution.
• Exceptional written communication skills, with the ability to distill complex strategies into clear, concise plans that align teams and enable action without extensive explanation.