Marketing Analytics Lead - Global Marketing

at  TikTok

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 - Marketing Analytics within the Marketing function to quantify the impact of marketing investments and improve business outcomes. The role will lead a team of measurement and analytics professionals located in different parts of the world and will report into the Global Head of Strategy and Analytics. The core responsibilities of the role are:

• Develop a comprehensive measurement and marketing analytics capability roadmap. Ensure the roadmap addresses key questions that drive improvement in marketing outcomes.
• Measure short and long term impact of marketing across geographies. Demonstrate the connection between upper and lower funnel outcomes.
• Ensure upper and lower funnel marketing investments are measured with the right tools and reported to the stakeholders and leadership.
• Build and execute measurement driven learning agendas to help optimize and improve marketing and business outcomes. Demonstrate consistent improvement in outcomes driven by a test and learn mindset.
• Design frameworks and processes to embed data and measurement as part of the marketing investment process, from creative development to media planning to execution. Create virtuous cycles that are self-sustaining and enable data driven decision making.
• Synthesize and conduct meta analysis of full-funnel 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.
• Find scalable ways to socialize data, impact and learnings internally using tools such as small and large group meetings, white papers, dashboards etc.
• Integrate learnings from other functions within Marketing Strategy and Analytics such as Insights and Data Science to inform the broader marketing strategy. Work closely with regional and COE leaders to inform their strategy based on measurement learnings.
• Build partnerships with other measurement and analytics teams within TikTok for sharing learnings, impact and best practices. Work closely with other teams that make media investments to acquire, retain and engage users to share learnings and best practices as well as opportunities to partner on initiatives.
• Develop relationships with best-in-class measurement 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, measurement and analytical methods to help TikTok gain a competitive edge in the marketplace.
• Manage a global team of measurement analysts. 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., Statistics, Business, Economics, Math) or equivalent workplace experience.
• A track record of 5+ years implementing and managing measurement for complex global organizations and managing teams.
• Experience managing and developing measurement suppliers around the world and conducting measurement at a global scale.
• Proficiency in full funnel measurement methods such as experimentation, attribution and econometric modeling. Ability to use measurement tools in an integrated fashion to validate and calibrate.
• 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 Business, Statistics, Economics, Math or related fields.
• Hands on expertise in building econometric models, designing complex randomized control trials and quasi experiments such as difference in difference, propensity scoring, geo experiments, matched market testing with brand metrics as one of the outcomes.
• 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 for the cutting edge developments in the world of brand and DR measurement needed for this role
• Exceptional budget requisition and management, in addition to experience in reviewing measurement 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
Job Information
The base salary range for this position in the selected city is $147000 - $270000 annually.
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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.
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Our company benefits are designed to convey company culture and values, to create an efficient and inspiring work environment, and to support our employees to give their best in both work and life. We offer the following benefits to eligible employees:
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We cover 100% premium coverage for employee medical insurance, approximately 75% premium coverage for dependents and offer a Health Savings Account(HSA) with a company match. As well as Dental, Vision, Short/Long term Disability, Basic Life, Voluntary Life and AD&D insurance plans. In addition to Flexible Spending Account(FSA) Options like Health Care, Limited Purpose and Dependent Care.
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Our time off and leave plans are: 10 paid holidays per year plus 17 days of Paid Personal Time Off (PPTO) (prorated upon hire and increased by tenure) and 10 paid sick days per year as well as 12 weeks of paid Parental leave and 8 weeks of paid Supplemental Disability.
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We also provide generous benefits like mental and emotional health benefits through our EAP and Lyra. A 401K company match, gym and cellphone service reimbursements. The Company reserves the right to modify or change these benefits programs at any time, with or without notice

• Develop a comprehensive measurement and marketing analytics capability roadmap. Ensure the roadmap addresses key questions that drive improvement in marketing outcomes.
• Measure short and long term impact of marketing across geographies. Demonstrate the connection between upper and lower funnel outcomes.
• Ensure upper and lower funnel marketing investments are measured with the right tools and reported to the stakeholders and leadership.
• Build and execute measurement driven learning agendas to help optimize and improve marketing and business outcomes. Demonstrate consistent improvement in outcomes driven by a test and learn mindset.
• Design frameworks and processes to embed data and measurement as part of the marketing investment process, from creative development to media planning to execution. Create virtuous cycles that are self-sustaining and enable data driven decision making.
• Synthesize and conduct meta analysis of full-funnel 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.
• Find scalable ways to socialize data, impact and learnings internally using tools such as small and large group meetings, white papers, dashboards etc.
• Integrate learnings from other functions within Marketing Strategy and Analytics such as Insights and Data Science to inform the broader marketing strategy. Work closely with regional and COE leaders to inform their strategy based on measurement learnings.
• Build partnerships with other measurement and analytics teams within TikTok for sharing learnings, impact and best practices. Work closely with other teams that make media investments to acquire, retain and engage users to share learnings and best practices as well as opportunities to partner on initiatives.
• Develop relationships with best-in-class measurement 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, measurement and analytical methods to help TikTok gain a competitive edge in the marketplace.
• Manage a global team of measurement analysts. Coach, develop and nurture talent. Attract world class talent to the team when hiring opportunities arise