Product Marketing Manager, Shops & Acquisition

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 owns NA-20 account strategy, scales learnings across the broader book of business, and provides pillar expertise in close partnership with Sales, HQ Product, and cross-functional teams.The Shops and Acquisition lever is one of the highest-priority and fastest-moving areas of TikTok's NA business. This team owns the GTM strategy and execution for TikTok's commerce advertising ecosystem -- helping brands activate on Shop Ads, drive GMV through performance-based formats, and acquire new customers at scale. The work here has a direct line to revenue, and the product portfolio is expanding rapidly.About the role:We are looking for a Product Marketing Manager to join the Shops and Acquisition team. This role carries full scope ownership from day one. You will own GTM execution for commerce and acquisition-focused ad 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.Responsibilities:- Own GTM execution for commerce and acquisition advertising products across the NA market, including launch strategy, seller enablement, and advertiser narrative development.- Build and maintain sales enablement assets -- one-pagers, talk tracks, objection handlers, and training materials -- that GBS teams can use immediately in advertiser conversations.- Partner with GBS lever leads 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 commerce and acquisition products, coordinating advertiser participation, capturing structured feedback, and synthesizing results into HQ product recommendations.- Represent NA advertiser needs to HQ 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 commerce advertisers -- identifying the right product mix, sequencing, and messaging by advertiser type and business objective.- Coordinate across GTM lever leads, measurement partners, and agency teams to ensure commerce product launches land consistently and at scale.Minimum Qualification(s)- Years of experience in product marketing, GTM strategy, or sales enablement experience at a digital advertising platform, agency, or technology company.- Strong understanding of performance advertising and commerce-oriented products -- you know how advertisers think about acquisition, conversion, and ROAS.- 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 high-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 commerce-focused agency.- Familiarity with TikTok's advertising ecosystem, including shopping and commerce ad formats.- Experience working with retail, DTC, or marketplace advertisers on acquisition-focused campaign strategies.- Track record influencing product roadmaps through structured advertiser feedback and formal product requests.- Experience managing or coordinating with partner ecosystems (measurement, commerce platforms, or API integrations).Req ID: A175317A