Job Description

About the Team

Global Integrated Marketing Communications (GIMC), within Global Business Marketing (GBM), takes TikTok's business marketing out into the world. We build campaigns that help businesses of every size understand what TikTok can do for them, from always-on programmes to global product launches. The team spans New York, London, Toronto and Los Angeles across strategy, creative, events and channels.

Most marketing teams plan channels last. We plan them first. This role sits at the front of the process, shaping how a campaign idea travels across paid, owned, earned and creator channels before a single asset is made. You will turn a brief into a communications plan: who we are talking to, what we need them to think and do, which channels do that job, and how the pieces connect. You will work from a defined set of advertiser personas and help keep them sharp. Every plan carries a measurement line from day one. You stay with the campaign through delivery, making sure the plan holds and learning what to change next time.

This is a role for a strategist who ships. The plan is not the deliverable: the campaign in market is. You will write the plans, build the frameworks, present the thinking, and then stay accountable through delivery. Business marketing at TikTok is scaling fast and the planning discipline is being built to match it. You will shape how campaigns are planned, not just execute against someone else's method.

Responsibilities

Comms Planning

- Write communications strategies for tiered campaigns and priority programmes: audience, messaging architecture, role of channel, sequencing, measurement line.

- Advise at intake on how much response a brief warrants, from a slot in an always-on programme to a full campaign.

Channel Planning

- Define the role of each channel and the content it needs, across organic social, creator, paid, lifecycle, web and events.

- Work with channel owners on distribution and sequencing.

Audience

- Build and maintain audience architecture and personas for business marketing: SMB, mid-market, enterprise, agency.

- Test personas against regional feedback and keep the insight current.

Briefing & Creative Partnership

- Translate comms plans into clear briefs for creative, channel and events teams.

- Stay in the room through development and judge the work against the plan.

Effectiveness

- Set the scorecard with the measurement owner before work moves.

- Read results weekly and feed what you learn into the next plan.

Delivery

- Own the plan through to market: track that what ships matches what was planned, and resolve gaps with channel and creative leads directly.

- Partner with product marketing, regional teams and agencies to keep plans grounded in product truth and market reality.

Minimum Qualification(s)

- 5+ years of experience in comms planning, connections planning or channel strategy, with substantial agency-side experience at a creative, media or integrated agency. Your plans went to market and you can show what happened when they did.

- Brand strategy experience: comfortable with positioning, audience insight and messaging. You can write a strategy, not just a channel grid.

- B2B experience: you have planned for a business buyer, built for a long consideration cycle, and been measured on pipeline, not just reach. Two or more B2B campaigns you can walk us through.

- Experience planning social and creator-led work. You understand platform behaviour, content formats and what earns attention.

- Persona work: you have built personas from research and data, and used them to shape real plans.

Preferred Qualification(s)

- Ad tech or platform marketing experience, and familiarity with TikTok as a channel.

- Experience with lifecycle or CRM planning.

- Clear writing and clear decks, with the ability to present a plan to stakeholders.