Responsibilities

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 its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

Why Join Us
Creation is the core of TikTok's purpose. Our platform is built to help imaginations thrive. This is doubly true of the teams that make TikTok possible.
Together, we inspire creativity and bring joy - a mission we all believe in and aim towards achieving every day.
To us, every challenge, no matter how difficult, is an opportunity; to learn, to innovate, and to grow as one team. Status quo? Never. Courage? Always.
At TikTok, we create together and grow together. That's how we drive impact - for ourselves, our company, and the communities we serve.
Join us.

The Marketing Strategy, Insights, and Analytics team plays a vital role in empowering the Marketing organization to make data-driven decisions. By building strategy grounded in actionable insights and analysis, this team helps marketers and cross-functional partners understand their target audiences, evaluate creative, campaign and media strategies and measure their impact. We also build new data and insight capabilities to understand consumer perception and behaviors.

We are looking for a Global Lead of Insights within the Marketing function to shape the understanding of consumer behavior and preferences. The role leads efforts to discover actionable insights that drive strategic decision-making across the Marketing function and power brand perceptions among TikTok users and non-users. The core responsibilities of the role are:
- Develop a comprehensive consumer insights roadmap. Ensure the roadmap addresses key questions that drive improvement in marketing outcomes.
- Execute research at a global, regional and market level building on learnings from past projects but also coordinating initiatives with other Insights functions across TikTok to avoid duplication of work.
- Leverage qualitative and quantitative research paired with advanced statistical methods to derive key learnings.
- Develop and vet rigorous sampling plans, design surveys to optimize response and completion rates, build weighting methodologies to ensure results are representative of the target populations.
- Synthesize and write learnings with the right level of detail for sharing at different levels within the organization. Drive action from learnings with stakeholders and teams with ownership of the shift in outcomes. Own research from concept to application.
- Consolidate learnings from other research teams around the organization such as Product, Content, Ops, Trust and Safety, Government Relations to understand and present the bigger picture. Also, synthesize learnings using behavioral, social data as well as campaign measurement to inform insights about users, non-users, key opinion leaders, creators etc.
- Make recommendations on campaign, regional and global marketing strategy based on insights and research. Present learnings to senior leadership at the company and get their buy-in.
- Develop relationships with best-in-class research companies and map right capabilities and partners to insights needs. Be able to leverage DIY tools to conduct and analyze data for quick turn projects.
- Innovate using the latest data collection and analytical methods to help TikTok gain a competitive edge in the marketplace.
- Manage a global team of researchers. Coach, develop and nurture talent. Attract world class talent to the team when hiring opportunities arise.

Qualifications

Minimum Qualifications
- Bachelors degree in relevant field (e.g., Market Research, Psychology, Sociology) or equivalent workplace experience.
- A track record of 10+ years implementing and managing insights programs for complex organizations and managing teams.
- Experience managing and developing research suppliers around the world and conducting research at a global scale.
- Proficiency in quantitative methods that include statistical concepts and survey design is a must, as well as with individual and group based qualitative methods
- Exceptional writing and oral communication skills to influence stakeholders and leaders across the organization. Ability to process large amounts of data and present it in a simple and easy to understand format that is actionable.
- Experience managing global teams spread out across locations and regions. Ability to work across time zones, cultures and styles.
Preferred Qualifications
- Graduate degree in Marketing Research, Behavioral Psychology, Social Sciences or related fields.
- Expertise in multi-variate and machine learning methods such as k-means, factor and PCA analysis, logistic regression, Shapley values etc to analyze data.
- Ability to develop weighting schemas and apply them hands on or vet 3rd party work for accurate representation of measured populations.
- Interest in working in a fast paced environment with global talent. Ability to travel to offices around the world for meetings and research initiatives.
- Intellectual curiosity with the latest research and operational methods needed for this role
- Exceptional budget requisition and management, in addition to experience in reviewing research contracts
- Experience with SQL, R, Python and other software systems.

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 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 https://shorturl.at/cdpT2