What are the responsibilities and job description for the Global Marketing Content Strategist, GIMC position at TikTok?
Responsibilities
About the Team
Global Integrated Marketing Communications (GIMC) aims to deliver a globally consistent, customer-centric brand experience across all external marketing channels by translating TikTok’s strategic narrative into impactful, market-facing campaigns, toolkits, and channel strategies that drive relevance and measurable business results. The team focuses on brand and messaging consistency in our communications channels, coordination of our owned channel strategy, and efficiency and speed of how we bring our priority platform and product messaging to market.
As a Global Marketing Content Strategist on the Digital Channels team, you will play a pivotal role in shaping and scaling content across our digital ecosystem. Reporting into the Head of Digital Channels, you will collaborate with regional marketing, product marketing, and creative partners to deliver compelling copy that is strategically aligned, globally scalable, and regionally adaptable. This role requires a mix of creative storytelling, editorial excellence, and an understanding of how content performs across digital channels.
Responsibilities
1. Digital Content Strategy & Messaging
- Develop clear, engaging, and on-brand copy for all digital channels, including websites, emails, social media, in-platform messaging, and campaign assets.
- Translate complex product features and narratives into simple, compelling value propositions tailored for digital audiences.
- Ensure messaging aligns with brand tone of voice, digital best practices, and business objectives.
2. Global Partnership & Enablement
- Collaborate with regional Digital Channels and Marketing teams to adapt copy frameworks for regional market needs while maintaining global consistency.
- Develop digital content toolkits, editorial guidelines, and messaging templates that empower regions to execute effectively.
- Provide ongoing guidance to ensure digital channel content reflects cultural nuances and resonates with diverse global audiences.
3. Content Production & Operations
- Write and edit copy for multi-format digital assets, ensuring seamless integration with design and user experience.
- Partner with channel owners and production teams to deliver high-quality content on time and at scale.
- Maintain a centralized content library for digital assets, ensuring accessibility, version control, and reusability.
4. Quality, Measurement & Optimization
- Uphold editorial excellence through rigorous editing, proofreading, and adherence to brand voice.
- Partner with analytics teams to track digital content performance and apply insights to continuously refine messaging.
- Champion a test-and-learn approach, experimenting with tone, formats, and digital storytelling to optimize engagement.
Qualifications
Minimum Qualifications
- Proven experience in copywriting, digital content creation, or editorial roles, ideally within technology, digital platforms, or creative agencies.
- Exceptional writing and editing skills with the ability to craft content optimized for web, email, and social channels.
- Strong understanding of digital channel dynamics, audience behavior, and best practices for engagement.
- Experience creating content frameworks and toolkits that scale globally while allowing for regional adaptation.
Preferred Qualifications
- Experience in ad products and the ad industry.
- Excellent collaboration skills with cross-functional and regional teams.
- Strong organizational and project management skills to manage multiple content streams across channels.
- Culturally aware, with sensitivity to language nuances and market-specific considerations.
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 https://tinyurl.com/RA-request
Job Information
【For Pay Transparency】Compensation Description (Annually)
The base salary range for this position in the selected city is $96000 - $211112 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 the Team
Global Integrated Marketing Communications (GIMC) aims to deliver a globally consistent, customer-centric brand experience across all external marketing channels by translating TikTok’s strategic narrative into impactful, market-facing campaigns, toolkits, and channel strategies that drive relevance and measurable business results. The team focuses on brand and messaging consistency in our communications channels, coordination of our owned channel strategy, and efficiency and speed of how we bring our priority platform and product messaging to market.
As a Global Marketing Content Strategist on the Digital Channels team, you will play a pivotal role in shaping and scaling content across our digital ecosystem. Reporting into the Head of Digital Channels, you will collaborate with regional marketing, product marketing, and creative partners to deliver compelling copy that is strategically aligned, globally scalable, and regionally adaptable. This role requires a mix of creative storytelling, editorial excellence, and an understanding of how content performs across digital channels.
Responsibilities
1. Digital Content Strategy & Messaging
- Develop clear, engaging, and on-brand copy for all digital channels, including websites, emails, social media, in-platform messaging, and campaign assets.
- Translate complex product features and narratives into simple, compelling value propositions tailored for digital audiences.
- Ensure messaging aligns with brand tone of voice, digital best practices, and business objectives.
2. Global Partnership & Enablement
- Collaborate with regional Digital Channels and Marketing teams to adapt copy frameworks for regional market needs while maintaining global consistency.
- Develop digital content toolkits, editorial guidelines, and messaging templates that empower regions to execute effectively.
- Provide ongoing guidance to ensure digital channel content reflects cultural nuances and resonates with diverse global audiences.
3. Content Production & Operations
- Write and edit copy for multi-format digital assets, ensuring seamless integration with design and user experience.
- Partner with channel owners and production teams to deliver high-quality content on time and at scale.
- Maintain a centralized content library for digital assets, ensuring accessibility, version control, and reusability.
4. Quality, Measurement & Optimization
- Uphold editorial excellence through rigorous editing, proofreading, and adherence to brand voice.
- Partner with analytics teams to track digital content performance and apply insights to continuously refine messaging.
- Champion a test-and-learn approach, experimenting with tone, formats, and digital storytelling to optimize engagement.
Qualifications
Minimum Qualifications
- Proven experience in copywriting, digital content creation, or editorial roles, ideally within technology, digital platforms, or creative agencies.
- Exceptional writing and editing skills with the ability to craft content optimized for web, email, and social channels.
- Strong understanding of digital channel dynamics, audience behavior, and best practices for engagement.
- Experience creating content frameworks and toolkits that scale globally while allowing for regional adaptation.
Preferred Qualifications
- Experience in ad products and the ad industry.
- Excellent collaboration skills with cross-functional and regional teams.
- Strong organizational and project management skills to manage multiple content streams across channels.
- Culturally aware, with sensitivity to language nuances and market-specific considerations.
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 https://tinyurl.com/RA-request
Job Information
【For Pay Transparency】Compensation Description (Annually)
The base salary range for this position in the selected city is $96000 - $211112 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.
Salary : $96,000 - $211,112
