Product Marketing Manager, Branding (Ads)

About the team:Our mission is to inspire creativity and bring joy.The North America Product Strategy and Operations (NA PSO) team drives product strategy and operational clarity for TikTok's highest-priority advertising businesses in North America. We are organized around product levers, each with a dedicated team that leads product GTM and activation strategy, scales learnings across the broader book of business, and provides pillar expertise in close partnership with Sales, Global Product Marketing, and cross-functional teams.The Branding lever is one of the most strategically important areas of TikTok's NA business. This team owns the GTM strategy and execution for TikTok's brand advertising ecosystem, helping brands build awareness at scale, drive consideration and affinity through high-impact formats, and translate cultural relevance into measurable brand outcomes. The work here shapes how the world's biggest advertisers show up on TikTok, and the product portfolio spans the platform's most visible and innovative ad experiences.About the roleWe are looking for a Product Marketing Manager to join the Branding team. This role carries full scope ownership from day one. You will own GTM execution for brand advertising products, working closely with GBS sales partners and HQ product teams to drive adoption and revenue.This role is not a support function. You will develop the advertiser narratives, build the enablement materials, manage the alpha and beta programs, and close the feedback loop between the field and product. You will be expected to understand the data, identify what is working, and make a case for what should change.What You'll Do- Own GTM execution for brand advertising products across the NA market, including launch strategy, sales enablement, and advertiser narrative development.- Build and maintain sales enablement assets (one-pagers, talk tracks, objection handling, battle cards and training materials) that account teams can use immediately in advertiser conversations.- Partner with sales leaders and account teams to drive product adoption across key accounts and priority verticals, identifying where gaps exist and building the plans to close them.- Manage alpha and beta programs for new branding products, coordinating advertiser participation, capturing structured feedback, and synthesizing results into product roadmap recommendations.- Represent NA advertiser needs to global product teams through formal product requests and ongoing roadmap alignment, ensuring NA-specific signals shape the product.- Monitor product adoption and revenue performance across priority accounts, analyzing trends and flagging risks or opportunities with clear recommendations for action.- Run product training sessions for GBS teams, ensuring reps are fluent on new product capabilities, use cases, and the pitches that close.- Develop vertical-specific strategies for brand advertisers, identifying the right product mix, sequencing, and messaging by advertiser type and business objective.- Coordinate across Global Product Marketing, Direct Sales, and Agency teams to ensure branding product launches land consistently and at scale.Minimum Qualification(s)- 5+ years of product marketing, GTM strategy, or sales enablement experience at a digital advertising platform, agency, or technology company.- Strong understanding of brand advertising and upper-funnel products—you know how advertisers think about reach, awareness, and measurement (e.g. brand lift metrics, MMM).- Demonstrated ability to own a product area end to end, from launch planning through adoption tracking, without being managed at the task level.- Track record translating technical product capabilities into clear, seller-facing narratives that drive behavior.- Analytical mindset—comfortable pulling data, identifying trends, and turning findings into concise, actionable recommendations.- Excellent communication skills, written and verbal, across audiences ranging from sales reps to upper-level stakeholders and external advertisers.- Ability to manage multiple workstreams with competing deadlines without dropping accountability; collaborative by default, direct when it matters, and self-directed in how work gets done.Preferred Qualification(s):- Experience at a major ad platform or brand-focused agency.- Familiarity with TikTok's advertising ecosystem, including brand and premium ad formats.- Experience working with brand marketers, creative agencies, or media agencies on awareness and consideration campaign strategies.- Track record influencing product roadmaps through structured advertiser feedback and formal product requests.- Experience managing or coordinating with partner ecosystems (brand measurement, creative platforms, or verification partners).In-Office Policy: As of September, 2026, all employees are expected to be in the office 5x a week. As a global company, we have flexible working hours.Req ID: A200171A