Job Description
Responsibilities
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:
Own and evolve the performance calibration methodology from GMV target setting to scenario-level distribution and traffic attribution while building and maintaining the attribution foundation required for long-term automation and operational efficiency.
Responsibilities:
1) Calibration Model Ownership & Structural Decomposition
- Own the complete calibration framework for performance planning and target setting across campaigns.
- Develop structured decomposition from GMV scenario channel traffic conversion value.
- Build underlying attribution logic where not yet existing, ensuring clarity on what drives performance and under which conditions.
- Validate calibration logic through retro-analysis, variance explanation, and performance tracing.
- Expand calibration precision over time shifting from estimate-based to measurable driver-based modeling.
- Evolve methodology to support automation and system-based computation instead of manual modeling.
2) Attribution Framework Building, Maintenance & Automation Evolution
- Establish and standardize attribution definitions, tagging logic, and measurement methodology.
- Where gaps exist (data collection, granularity, tagging), work with DS/Infra to build foundational attribution components.
- Maintain and continuously refine attribution quality to ensure data reliability over time.
- Manage the lifecycle of attribution evolution:
- Define attribution logic, taxonomy, measurement
- Build dashboards, tagging systems, structured data pipelines
- Maintain consistency, updates, correctness, documentation
- Automate shift recurring attribution workflows to programmed or AI-assisted execution
- Ensure attribution visibility supports forecasting, diagnosis, and scenario optimization.
- Develop long-term automation pathways to reduce manual effort and accelerate insight turnaround.
3) Data Partnership & Analytical Interpretation
- Serve as the liaison between Ops, DS, and xFN in translating business questions into measurable data structures.
- Ensure clarity and consistency in metric definitions, data tagging, and analytical methodology.
- Support internal adoption of data-driven decision-making through structured knowledge sharing
This is not just analysis.
This is system-building.
This is institutional logic ownership.
This is creating the engine behind performance planning.
Qualifications
Minimum Qualifications:
- Bachelor's degree in business, operations or other relevant / quantitative disciplines
- 5+ years of experience in management consulting, operations, strategy or strategy role within a fast-paced technology company, preferably e-commerce
- Strong problem solving and analysis skills, ability to solve complex and diverse business problems (commercial, operational, organizational) and synthesize findings into structured communication documents.
- Advanced analytical skills; ability to gather data and structure it in a meaningful way for analysis and modeling, create reports and influence decision making. Advanced spreadsheet skills needed for the role
- Strong stakeholder management skills, ability to manage and work together with multiple stakeholders, both from strategy and operational side.
- Self-starter with the ability to work independently, multitask, adapting to changing priorities. Results and detail oriented, with strong commercial / business acumen
- Able to work under pressure and tight timeline
Preferred Qualifications:
- E-commerce and/or strategy consulting experience is preferred
- Knowledge of SQL is highly preferred
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.
