Website & UX Strategist, GBM

As a Website & User Experience (UX) Strategist for Global Business Marketing (GBM), you will be responsible for shaping and optimizing the experience of our global website ecosystem, TikTok for Business. The TikTok for Business website serves as a central destination for advertisers, agencies, and partners to discover, learn about, adopt, and receive support for TikTok advertising solutions. You will leverage UX principles, website strategy, and data-driven insights to improve customer experiences while driving business outcomes, including engagement, product adoption, user growth, and revenue.Working closely with Content Writers, Web Producers, Developers, and cross-functional partners across Product Management, Marketing, Content Strategy, Design, and Engineering, you will translate customer insights, business objectives, and UX best practices into scalable website experiences. You will lead the strategy and evolution of key customer journeys across the TikTok for Business website—from understanding audience needs and defining experience requirements to optimizing information architecture, navigation, content discoverability, engagement, and conversion.This role sits at the intersection of website strategy, UX, information architecture, and customer experience. You will play a critical role in shaping how advertisers, agencies, and partners discover, learn about, and engage with TikTok for Business solutions. Success in this role requires a balance of strategic thinking, customer empathy, technical fluency, and data-driven decision-making to ensure our global web experiences are intuitive, scalable, and aligned with business objectives.ResponsibilitiesUX Strategy & Website Experience- Develop and execute website UX strategies that support customer needs and business objectives.- Lead the strategy, optimization, and evolution of key website experiences, customer journeys, and feature enhancements.- Partner with Product, Marketing, Design, and Engineering teams to define experience goals, requirements, success metrics, and implementation priorities.- Translate customer insights and business objectives into scalable web solutions while balancing user experience, technical feasibility, and business impact.Website Strategy & Information Architecture- Define and optimize website information architecture, navigation systems, and content discovery experiences.- Design website experiences that effectively serve diverse audiences, including SMB advertisers, enterprise advertisers, media agencies, creative agencies, and existing customers.- Ensure customers can easily discover relevant solutions, educational resources, product information, and support content.- Partner with Content Strategy and Marketing teams to evolve the website as a central destination for customer education and product discovery.Customer Experience & User Research- Advocate for customer needs by leveraging user research, behavioral insights, analytics, and feedback.- Develop audience segmentation frameworks, personas, and customer journey maps to inform website strategy and prioritization.- Identify customer pain points and opportunities to improve discoverability, usability, engagement, adoption, and conversion.- Translate research findings into actionable recommendations that improve both customer and business outcomes.Content Strategy & Experience Design- Partner with Content Strategists, Designers, and Marketers to create intuitive, engaging, and conversion-focused web experiences.- Define user flows, wireframes, prototypes, and experience requirements that support customer goals and business objectives.- Collaborate with UX/UI designers to develop scalable, user-centered design solutions and interaction patterns.- Ensure experiences are accessible, globally relevant, and aligned with brand, UX, and web standards.Performance Optimization & Measurement- Define success metrics and measurement frameworks that connect website performance to customer and business outcomes.- Monitor and analyze engagement, content consumption, conversion, product adoption, and revenue-related performance metrics.- Identify optimization opportunities through analytics, experimentation, usability testing, and customer insights.- Partner with Analytics and Marketing teams to inform roadmap priorities and continuous improvement efforts.Web Governance & Cross-Functional Leadership- Collaborate across Product, Marketing, Design, Content, Engineering, and regional teams to drive alignment and successful execution.- Ensure website experiences meet accessibility, localization, brand, UX, and technical quality standards.- Conduct visual and functional QA and proactively identify risks, blockers, and opportunities throughout the development lifecycle.- Support website initiatives related to product launches, campaigns, events, and other strategic business priorities.Minimum Qualifications- 5+ years of experience in website strategy, UX strategy, digital product ownership, information architecture, or related fields.- Strong understanding of UX principles, customer journeys, content strategy, and conversion-focused web experiences.- Experience managing complex website ecosystems and driving the strategy, optimization, and evolution of customer-facing digital experiences.- Demonstrated ability to balance customer needs, business objectives, and technical constraints when developing website strategies and experience recommendations.- Strong understanding of information architecture, website architecture, CMS platforms, SEO fundamentals, accessibility standards, localization best practices, and conversion optimization.- Experience using Figma and other UX design tools to create wireframes, user flows, prototypes, and experience concepts.Preferred Qualifications- Ability to translate customer needs and business objectives into actionable requirements and collaborate effectively with developers, designers, and cross-functional stakeholders.- Experience leveraging user research, analytics, experimentation, and customer insights to inform website strategy and prioritization.- Experience developing audience segmentation frameworks, personas, customer journeys, and content discovery strategies.- Familiarity with Contentful or other enterprise CMS platforms is a plus.Req ID: A197048A