NA GTM Lead - Brand Premium (Product Marketing Manager)

NA GTM Lead - Content & Services (Product Marketing Manager)

Location: San Jose
Employment Type: Regular
Job Code: A24859A
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.
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
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