Overview

The Marketing Data Science & Analytics team, part of Marketing Insights & Analytics, is a critical business partner to Global Brand & Communications and Global Marketing. We bridge technical rigor with business strategy, delivering analytics and data science solutions that drive marketing efficiency and impact. Our team is responsible for marketing mix modeling, campaign measurement, and deep-dive analyses to uncover market opportunities. We span experimental and observational analyses, leveraging individual studies, meta-analyses, and scalable tools to influence top-line budget allocation and shape TikTok’s marketing strategy at scale.

Our mission: We exist to empower Marketing to make confident, strategic decisions through data and insights. We bring clarity to complexity—translating information into understanding, and analysis into action. By surfacing what matters most, we enable smarter investments and more effective planning. Our work creates alignment across Brand & Comms and elevates the role of analytics in shaping the future of TikTok.

About the Role

We are looking for an experienced marketing measurement professional to leverage measurement methodologies, statistical techniques, and business acumen to steer the Marketing organization with data-driven decisions in the pursuit of continuous improvement. The ideal candidate will use their understanding of experimentation and analysis to identify and deploy the appropriate solutions to measure impact across brand, product, and financial outcomes, as well as identify key insights and hypotheses to drive improved performance. This role will focus on our EMEA region, leading measurement and analytics for Europe, Middle East, and Africa.

As a key partner to Brand Marketing, Product Marketing, Media, Creative, and Comms teams, this individual will translate data and analytics into actionable recommendations. In addition to measuring individual activations, they will use tools such as SQL and Python/R to conduct meta-analyses to identify broader patterns and best practices, and they will leverage data visualization platforms to create self-serve environments that empower our key partners.

Responsibilities

• Drive decisions that impact Marketing, Brand, and Comms outcomes: Build and improve analytics, measurement, and insights capabilities using observational, causal, and quasi-experimental methods with specific focus on improving brand outcomes. Design experiments for complex and non-standard Marketing initiatives.
• Evaluate 3rd party measurement methods including solutions offered by advertising platforms focused on brand measurement, improve the methodologies, and bring the new capabilities in house for deployment at scale across the Marketing org.
• Analyze and recommend KPIs for Marketing initiatives at global, regional, and local levels to maximize the impact of investments.
• Synthesize results from multiple sources into cohesive summaries with clear outcomes, recommendations, and next steps.
• Collate and analyze results across campaigns and markets to detect patterns and uncover best practices for improving marketing effectiveness and efficiency in media and creative.

Data Science and Analytics

• Use SQL and Python/R to manipulate and analyze large datasets from multiple sources, including brand trackers, behavioral data, social listening, and marketing effectiveness studies.
• Create marketing dashboards and leverage data visualization tools to democratize access to insights.

Strategic & Cross-Functional Collaboration

• Manage relationships with measurement and media vendor partners to align on top priorities and align resources accordingly.
• Partner with Brand, Comms, and Product Marketing to embed insights into campaign strategies.
• Define marketing KPIs aligned with broader business objectives and leverage advanced analytics to identify key drivers, providing actionable insights to optimize campaign strategies.
• Consult on study design, ensuring high-quality measurement and appropriate interpretation of results given the strengths and limitations of a given methodology.
• Stay up-to-date with the latest developments in marketing technology, marketing data science, and analytics, and identify opportunities to leverage emerging trends and technologies.

Qualifications

Minimum Qualifications

• Bachelors degree in relevant field (e.g., Statistics, Business, Economics, Math) or equivalent workplace experience.
• 6+ years of experience in marketing science, consumer insights, marketing analytics, or a related field within a global organization.
• Expertise in experimental design and measurement methodologies for individual platforms as well as cross-channel applications.
• Strong analytical and problem-solving skills, with the ability to translate complex data into actionable recommendations.
• Excellent communication and interpersonal skills, with the ability to effectively collaborate with cross-functional teams and communicate complex concepts to non-technical stakeholders.

Preferred Qualifications

• Graduate degree (Master’s or Ph.D.) in Marketing, Analytics, Psychology, Statistics, Economics, or a related field.
• 8+ years of experience in marketing science, consumer insights, marketing analytics, or a related field within a global organization.
• Experience in a data science or measurement role within a market research firm, consulting agency, or global tech company.
• Expert-level proficiency with data manipulation, analysis, and visualization tools.
• Experience with data manipulation (e.g. SQL), statistical/analytical tools (e.g. Python, R), and data visualization tools (e.g. Tableau, Power BI, Looker).

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.