Job Description
Responsibilities
Team Introduction
TikTok Local Services (TikTok GO) is a one-stop commerce solution that connects global users with local services through the creative use of TikTok POI (Points of Interest), short videos, LIVE, and search. It delivers valuable real-life experiences and inspires users to explore the world around them.
With the mission of Discover great places, Empower local businesses Local Services aims to be the most trusted platform to discover great places and connect local businesses. It helps communities engage with restaurants, hotels, and attractions, equips businesses with new ways to connect with customers and drive transactions, and combines innovative marketing and operational tools to support sustainable growth.
Responsibilities
1. User Penetration & Product Mindshare Building (Online): Develop and execute end-to-end user growth and mindshare penetration strategies for certain product in the US market. Drive product awareness through in-app ad campaigns, creator partnerships, and official owned media. Define value proposition for TikTok native ads and In-Feed Ads; optimize core metrics such as CPM, CTR, and conversion rate to drive search volume and user adoption.
2. Creator Ecosystem & Content Strategy: Build and manage a tiered creator ecosystem for US dine-in vertical, covering top, mid, and local micro tier creators. Launch content initiatives to drive organic engagement and product adoption. Partner with TikTok US social media and PR teams to drive official announcements and industry coverage.
3. Offline Store Penetration & Showcase Case Building: Design and execute co-branded offline activation programs with ranked restaurants. Develop in-store materials (badges, posters, creative displays) and user check-in incentives. Identify and build flagship merchant success stories, covering diverse segments (e.g., casual neighborhood spots, fine-dining venues).
4. Cross-Functional Coordination & End-to-End GTM Management: Lead cross-functional collaboration with product, ads, creator operations, PR, and merchant operations teams to align on GTM timelines, milestones, and business goals. Build a comprehensive GTM performance measurement framework, tracking core KPIs including user penetration, merchant adoption, content volume, and transaction conversion.
Qualifications
Minimum Qualifications
- Bachelor's degree or above.
- 5+ years of experience in GTM, or brand strategy for consumer internet, local services, deep understanding of the US market, familiar in US user consumption habits, social media content preferences, and the local media landscape.
- Proven track record of designing and executing end-to-end GTM strategies, from user mindshare building and content seeding to offline activation. Ability to lead cross-functional teams to deliver complex projects.
- Data-driven decision-making skills, with experience using performance data to iterate strategies and balance multiple priorities.
Preferred Qualifications
- Prior experience in marketing or creator operations for social media platforms, with familiarity in platform ad tools, content ecosystems, and algorithmic rules.
- Proven experience building viral or benchmark marketing campaigns for food, OTA, or lifestyle products in the US market.
- Experience working with US restaurant/merchant partners, with an understanding of their operational pain points and needs.
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.
