App Ads Format & Attribution Strategy Lead

About TikTok

TikTok is the leading destination for short-form mobile video. At TikTok, our mission is to inspire creativity and bring joy. TikTok's global headquarters are in Los Angeles and Singapore, and we also have offices in New York City, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

Why Join Us

Inspiring creativity is at the core of TikTok's mission. Our innovative product is built to help people authentically express themselves, discover and connect - and our global, diverse teams make that possible. Together, we create value for our communities, inspire creativity and bring joy - a mission we work towards every day.

We strive to do great things with great people. We lead with curiosity, humility, and a desire to make impact in a rapidly growing tech company. Every challenge is an opportunity to learn and innovate as one team. We're resilient and embrace challenges as they come. By constantly iterating and fostering an Always Day 1 mindset, we achieve meaningful breakthroughs for ourselves, our company, and our users. When we create and grow together, the possibilities are limitless. Join us.

Diversity & Inclusion

TikTok is committed to creating an inclusive space where employees are valued for their skills, experiences, and unique perspectives. Our platform connects people from across the globe and so does our workplace. At TikTok, our mission is to inspire creativity and bring joy. To achieve that goal, we are committed to celebrating our diverse voices and to creating an environment that reflects the many communities we reach. We are passionate about this and hope you are too.

Job highlights

Positive team atmosphere, Career growth opportunity, Industry experts

Team Introduction

The TikTok App Ads and Gaming team is part of the TikTok Monetization Product organization and is responsible for building advertising products for app and gaming clients on TikTok. Our vision is to make TikTok the leading platform for app and gaming marketers to acquire, retain and monetize users by building products that support unique vertical needs, new monetization models and different stages of the app lifecycle.

Responsibilities

1. Strategic Planning & Roadmap Development: Grounded in a deep understanding of client budget allocation logic, advertising attribution systems, and the competitive landscape, lead the systematic optimization of App Ads formats and attribution signals to drive continuous improvement in campaign performance.

2. Advertiser-Centric Measurement Framework: Possess a thorough understanding of how advertisers evaluate performance and make budget scaling decisions. Master advertising system attribution mechanisms and industry measurement standards. Design attribution strategies reverse-engineered from client value, leveraging data-driven approaches to identify growth opportunities and establish a prioritization decision framework.

3. End-to-End Product Capability Development: Systematically assess available signal sources and data assets. Lead the design and implementation of attribution/format strategies, coordinating cross-functional teams (algorithms, engineering, sales, operations) to ensure a complete closed-loop from strategy design to launch, continuously delivering quantifiable improvements in ad performance.

4. Industry Insights & Competitive Moat Building: Continuously track global ad tech market dynamics and the evolution of leading competitors. Proactively introduce advanced format capabilities and best practices. Develop in-depth knowledge of competitors and third-party platforms attribution and signal collection methodologies. Effectively manage resources and priorities to drive cross-team alignment and efficient execution.

5. Team Building & Talent Development: Responsible for building and nurturing the format strategy team's talent pipeline. Establish efficient operating mechanisms and codify methodologies to build a product team that combines innovation with strong execution capability.

Minimum Qualification(s):

- 5+ years of experience in digital advertising product roles, including at least 2 years of team management experience. Overseas advertising market experience is preferred. Experience building a product direction or business line from 0 to 1

- Proven end-to-end experience in leading the development of performance ad format capabilities, with verifiable business outcomes (spend growth, ROI improvement, etc.) and a systematic portfolio of showcases and established methodologies.

- Deep expertise in advertising attribution systems, with thorough understanding of the full App Ads measurement stack (SDK integration, SKAN, MMP attribution, multi-touch attribution, etc.). Familiarity with major MMP platforms (AppsFlyer, Adjust, Branch, etc.) and their operational mechanisms. Experience in ad platform strategy formulation, with the ability to derive product and strategy optimization directions from an attribution perspective.

- Exceptional structured thinking, data analysis, and business insight capabilities. Outstanding cross-team influence and executive-level communication skills, with the ability to drive strategic-level projects from planning to execution in complex organizational environments.

- Fluent English communication skills (both spoken and written), capable of independently conducting in-depth collaboration with overseas teams, clients, and partners.