TikTok Shop - Product Marketing Manager, Content — SEA

Product Marketing team operates at the intersection of product and market. Our core mandate is to drive full-lifecycle product operations — from insight gathering and go-to-market strategy to launch execution and post-launch growth — by designing and scaling product-led solutions that help sellers and creators succeed on TikTok Shop.

We are looking for a Product Marketing Manager to drive the growth and adoption of content-commerce products across Southeast Asia, with a primary focus on LIVE and short video. This role sits at the intersection of Product, Market and Operations. You will translate market and user insights into product priorities, develop clear product positioning and go-to-market strategies, and work with country teams to drive sustained adoption and measurable business impact. The ideal candidate is highly proactive, understands the content and e-commerce ecosystem, and actively uses AI to improve the quality and efficiency of their work.

Responsibilities

• Own regional product marketing initiatives for LIVE commerce and short-video products across Southeast Asia.
• Develop a strong understanding of sellers’, creators’ and internal commercial teams’ needs through research, data analysis and frontline engagement.
• Translate market insights into structured product feedback, clear use cases and prioritised business requirements.
• Define product positioning, value propositions and target-user segmentation for new and existing capabilities.
• Develop and execute end-to-end GTM plans covering market readiness, launch, education, adoption and post-launch optimisation.
• Partner with Product, Operations and country teams to adapt regional strategies to local market conditions.
• Drive adoption of key LIVE and short-video capabilities, including product mechanics, creator-seller collaboration tools and content growth solutions.
• Build reusable playbooks, case studies and best practices that can be scaled across countries.
• Track performance across the full product lifecycle, separating launch delivery, user adoption and actual business outcomes.
• Identify adoption barriers, product gaps and market risks, and drive cross-functional teams toward resolution.
• Use AI tools proactively for research, analysis, content creation, knowledge management, workflow automation and decision support.
• Explore how AI can improve product marketing processes and unlock new experiences for sellers, creators and internal teams.

Qualifications

Minimum qualifications

• Bachelor's degree or above; 5+ years of experience in product marketing, product operations, growth, strategy or a related role.
• Strong understanding of how product capabilities translate into user value, adoption and business outcomes.
• Strong analytical and problem-solving skills, with the ability to combine quantitative data and qualitative user insights.
• Excellent project-management skills and the ability to drive progress without direct authority.
• Strong written and verbal communication skills in English and Mandarin — the role requires daily cross-market and cross-functional communication in English and Mandarin
• Bahasa Malaysia proficiency and familiarity with the Malaysian market are strong advantages.

Preferred qualifications

• Experience in e-commerce, content platforms, LIVE streaming, short video, creator ecosystems or digital advertising is strongly preferred.
• Demonstrated experience launching or scaling products through cross-functional collaboration.
• Comfortable working across cultures, markets and functions in a fast-moving regional environment.