Job Description

About the team

The User Growth team plays a core role in the acquisition, activation, engagement, and retention of billions of users/customers world wide. We are building platforms, leveraging data & ML models, and providing end-to-end solutions to power the global growth of TikTok Shop.

About the role:

We are looking for a senior Product Manager to lead our customer re-engagement strategy for TikTok Shop’s U.S. operations. This role is ideal for someone passionate about content-driven commerce, who can blend user psychology, lifecycle insight, and experimentation to bring current users back into the funnel and increase purchase frequency. You’ll own re-engagement surfaces, influence content strategy, and partner cross-functionally to drive retention through scalable product and system changes.

Responsibilities:

- Own the end-to-end product strategy for re-engaging users through content-driven surfaces (e.g., For You feed, Shop tab, notifications, retargeting).

- Partner with Data Science, Product Marketing, and Algorithm teams to identify high-potential user cohorts and trigger points for reactivation.

- Design, launch, and optimize A/B tests that deepen user engagement and maximize downstream conversion (GMV).

- Collaborate with the Content and Creator teams to optimize discoverability and surface relevant touchpoints that drive return usage.

- Translate lifecycle insights into roadmap features that reduce churn and increase DAU-to-purchase conversion.