Marketing Director(Singapore, E-commerce)

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.

About our team
Our SEA Integrated Marketing & Communication team is a dynamic group of creative minds, strategists, and marketing enthusiasts who are passionate about redefining the way people shop online. As a pivotal part of E-commerce Business, we work tirelessly to showcase the innovative potential of our platform, bridging the gap between users and their favorite contents & products. The team's core responsibility is to craft and execute integrated marketing and communications & campaign strategies that resonate with our diverse audience across SEA We build brand awareness, drive user engagement, and enhance the overall shopping experience.

Responsibilities:
1. Regional Campaign Strategy & Direction

• Define the regional campaign vision, strategy, and governance for major TikTok Shop SEA campaigns (e.g. Mega Sale Days, Category Months, Strategic Business Pushes), with execution owned by local market teams.
• Translate regional and country-level business priorities (GMV, category growth, merchant activation, creator adoption) into clear campaign objectives, themes, and value propositions that scale across markets.
• Define campaign scope, success metrics, operating principles, and prioritization guidelines for country teams.

2. Regional Alignment & Decision Making

• Act as the regional alignment and decision authority, coordinating across:

- Category & Commercial teams
- Merchant Acquisition & Ops
- Creator / Affiliate teams
- Marketing channels (in-app, CRM, paid, social, creator)
- Product, Ops, and Regional stakeholders

• Ensure alignment on priorities, messaging, success metrics, and execution standards, while avoiding direct execution ownership.
• Make regional trade-off decisions to protect overall SEA outcomes.

3. Performance Governance & Insights

• Define regional, business-linked KPIs and success definitions (e.g. GMV uplift, participation rate, traffic mix, creator contribution, conversion).
• Review performance with country teams, surface risks and opportunities, and guide strategic pivots at a regional level.
• Lead structured post-mortems, extracting insights and translating them into actionable improvements for future campaigns.

4. Regional Leadership & Capability Building

• Lead, coach, and develop the SEA IMC leadership team, with direct management of country IMC Leads and accountability for campaign direction, quality, and consistency across all SEA markets.
• Build strong regional campaign playbooks, operating rhythms, and governance mechanisms that raise execution quality, speed, and consistency across markets.
• Foster a culture of high standards, speed, and accountability.

5. Regional Stakeholder Leadership

• Partner closely with Regional Leadership, Country Managers, and Functional Heads to balance regional consistency with local market flexibility.
• Provide clear upward communication on campaign performance, risks, and strategic recommendations.

Minimum Qualifications

• 5+ years of experience in integrated marketing, growth marketing, or commercial marketing
• Proven track record of setting direction for large-scale, performance-driven campaigns with clear business impact.
• Experience leading and influencing cross-functional teams without direct authority.
• Data-driven mindset with the ability to make fast, pragmatic decisions.
• Strong project management and prioritization skills in fast-paced environments.
• Comfortable navigating ambiguity and driving clarity for others.

Preferred Qualifications

• Experience in e-commerce, marketplace, or platform environments, with regional scope is highly preferable.
• Familiar with merchant enablement, creator activations, affiliate, KOL programs and live streaming eCommerce.