NA GTM Lead - Brand Premium (Product Marketing Manager)

Responsibilities

About the team: The NA Go-to-Market (GTM) Team is at the center of how TikTok's advertising products come to life in North America. We don't just execute global strategy. We shape it. Our team works at the intersection of Product, Sales, and our advertisers to ensure TikTok's solutions meet the unique needs of brands and agencies across the region. About the role: We're looking for a GTM Lead to own go-to-market strategy for TikTok's Brand Premium portfolio in North America, spanning TopView, TopReach, and TopFeed. This portfolio represents some of TikTok's most visible and highest-CPM inventory, anchoring tentpole moments like Super Bowl, Olympics, March Madness, and NewFronts and serving the most sophisticated brand and agency buyers in the market. You'll own how these products go to market in NA: positioning, pricing, inventory strategy, alpha and beta programs, seller enablement, and structured feedback into HQ Product. You'll be the connective tissue between global product teams and the NA brand sales motion, translating premium product capabilities into advertiser narratives that drive reservation revenue and protect inventory economics. This is not a support role. You'll own the portfolio end-to-end: revenue accountability, launch strategy, and the operating systems that keep premium running at scale across BPMs, vPMMs, Ad Ops, and agency teams. Responsibilities: - Become the go-to expert on TopView, TopReach, and TopFeed. Drive reservation revenue outcomes tied to your OKRs across NA - Own NA positioning and narrative for premium reach and sponsorship products. Translate product capabilities into advertiser-ready stories that win against linear TV, premium video, and competitor sponsorship inventory - Lead NA GTM for new premium product launches including TopReach, TopReach Creative Sequencing, and future sponsorship formats. Own pre-GA readiness, allowlisting strategy, ad credit programs, and GA activation - Run regional alpha and beta programs end-to-end: define success criteria, recruit pilot clients in partnership with vPMMs and BPMs, capture learnings, and translate into scalable enablement - Own inventory and pricing intelligence for the premium portfolio. Track sell-through, delivery health, and underdelivery risk across markets and tentpoles. Surface tradeoffs to leadership when demand and inventory diverge - Build the NA tentpole playbook across Super Bowl, Olympics, March Madness, NewFronts, and other moments. Coordinate hit lists, creative guidance, booking workflows, and post-event measurement with BPMs, vPMMs, and Ad Ops - Write product requirements quantifying revenue impact and advertiser demand. Influence global product prioritization on inventory expansion, targeting capabilities, measurement, and creative innovation through structured, data-backed asks - Build seller-ready enablement rooted in advertiser problems: training decks, talk tracks, one-pagers, objection handlers, and pricing guidance for both Key Account and Agency motions - Partner with the Agency pillar on activation strategy for the top NA holdcos (Publicis, GroupM, Omnicom, IPG), ensuring premium product roadmaps and measurement integrations land in agency planning cycles - Create scalable feedback systems for premium product issues. Diagnose patterns behind underdelivery, creative failures, and adoption friction, and synthesize recommendations to HQ Product and PSO - Maintain a clear P0/P1 prioritization framework across the portfolio and communicate tradeoffs to leadership *Please note we're currently working in the office 3x a week and will be moving to 5x a week (full-time in-office) starting September of this year*

Qualifications

Minimum Qualifications: - 5+ years in product marketing, GTM strategy, or a related field within digital advertising, ad tech, or premium video and TV - Direct experience with brand, sponsorship, or premium reach products. You understand how reservation inventory, CPMs, frequency capping, and guaranteed delivery actually work - Track record translating premium product capabilities into advertiser narratives that win against linear TV, CTV, and competitor sponsorships - Strong analytical skills. Comfortable with sell-through data, delivery diagnostics, and revenue forecasting. You find the signal others miss in inventory and demand patterns - Proven ability to prioritize ruthlessly across a portfolio of tentpoles, launches, and recurring sales motions - Experience running alpha and beta programs with brand advertisers and agencies. Comfortable holding pilot quality and recruitment standards under a fast-paced environment - Excellent communication skills. Able to write executive-ready narratives, lead seller training, and present to advertiser and agency stakeholders Preferred Qualifications: - Experience at a major ad platform or premium video publisher, or TV network - Familiarity with TikTok's advertising products or ecosystem - Experience working directly with agency holdcos on tentpole and upfront planning cycles - Familiarity with reach and frequency measurement, brand lift, and incremental reach methodologies - Experience supporting NewFronts, upfronts, or similar industry tentpoles

Job Information

[For Pay Transparency]Compensation Description (Annually)

The base salary range for this position in the selected city is $108000 - $168000 annually.


Compensation may vary outside of this range depending on a number of factors, including a candidate's qualifications, skills, competencies and experience, and location. Base pay is one part of the Total Package that is provided to compensate and recognize employees for their work, and this role may be eligible for additional discretionary bonuses/incentives, and restricted stock units.


Benefits may vary depending on the nature of employment and the country work location. Employees have day one access to medical, dental, and vision insurance, a 401(k) savings plan with company match, paid parental leave, short-term and long-term disability coverage, life insurance, wellbeing benefits, among others. Employees also receive 10 paid holidays per year, 10 paid sick days per year and 17 days of Paid Personal Time (prorated upon hire with increasing accruals by tenure).


The Company reserves the right to modify or change these benefits programs at any time, with or without notice.


For Los Angeles County (unincorporated) Candidates:


Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state, and local laws including the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act. Our company believes that criminal history may have a direct, adverse and negative relationship on the following job duties, potentially resulting in the withdrawal of the conditional offer of employment:


1. Interacting and occasionally having unsupervised contact with internal/external clients and/or colleagues;


2. Appropriately handling and managing confidential information including proprietary and trade secret information and access to information technology systems; and


3. Exercising sound judgment.


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.


TikTok Accommodation

TikTok is committed to providing reasonable accommodations in our recruitment processes for candidates with disabilities, pregnancy, sincerely held religious beliefs or other reasons protected by applicable laws. If you need assistance or a reasonable accommodation, please reach out to us at