TikTok Shop - Growth Marketing Specialist - Vietnam

The SEA Integrated Marketing (IMC) team designs and delivers integrated marketing, communications, and campaign strategies that resonate with diverse audiences across Southeast Asia. We build brand awareness, drive user engagement, and enhance the overall shopping experience. From launching sales-boosting mega campaigns (e.g., 11.11, 12.12) to managing Brand IP Campaigns (e.g., Super Brand Day, New Arrival Day, Super Brand Festival) and optimizing user journeys, our team plays a pivotal role in TikTok Shop’s success in the region.
The Growth Marketing Specialist is the growth engine within the Integrated Marketing team — the person who identifies where marketing creates measurable leverage in each campaign cycle and then builds and delivers it. This role sits at the intersection of growth thinking and hands-on delivery: designing new traffic mechanics, running structured experiments, and leading special projects that don't map neatly into existing team structures.
The role requires both commercial sharpness and operational willingness. On any given campaign, this person may be designing the growth strategy in one moment and executing it hands-on in the next. That fluidity is by design, not by accident. You will be part of a lean, experienced Integrated Marketing team embedded within TikTok Shop's commercial organization, with direct visibility to IMC leadership and cross-functional exposure across User Growth, Category, and regional teams.
T
his is a role for someone who is energized by building something that doesn't fully exist yet.
Responsibilities
- Campaign Traffic Growth: Identify traffic gaps across campaign cycles and design growth initiatives to close them — new channels, creator mechanics, product feature activations, and out-app opportunities. Own the growth mechanic from idea to measurement. Step into end-to-end execution on campaigns where full ownership is assigned.
- Growth Experimentation & Measurement: Run structured growth experiments and own the results — hypothesis, test, measure, scale or kill. Build and maintain the attribution framework that makes the marketing team's contribution to traffic and GMV visible and defensible to leadership and cross-functional partners.
- Strategic Initiatives & Special Projects: Lead high-priority projects assigned by the IMC lead that sit outside existing team structures — regional pilots, new business scopes, or org-level initiatives. Turn ambiguous briefs into executable plans with clear owners and success metrics.
- Brand × Growth Integration: Contribute commercial and data lens to brand planning conversations. Translate brand initiatives into testable traffic or GMV hypotheses — sharpening the brief without owning it.
- Workflow & Capability Building: Embed AI-assisted workflows into the team's planning and execution cycles. Build frameworks that outlast any single campaign, so the team's capability compounds over time.
Requirements:
Minimum Qualifications:
- 5+ years in growth marketing, integrated campaign management, or performance media — preferably in consumer tech, platform businesses, or e-commerce.
- Solid understanding of how traffic is generated, measured, and attributed across paid, organic, and owned channels. Has connected marketing activity to GMV, traffic, or conversion outcomes— not just delivery metrics.
- Comfortable moving between strategic design and hands-on execution within the same campaign cycle. Does not treat operational work as below the role.
- Has led ambiguous, cross-functional projects from brief to delivery as the accountable owner — not just as a contributor.
- Strong influencing and communication skills. Comfortable holding a position with high level stakeholders across functions and regions.
Preferred Qualifications:
- Experience in a platform or ecommerce environment where growth and performance metrics were central — ideally China tech or SEA consumer tech.
- Has operated in a matrixed org where they had to define or defend their team's contribution against another function (Growth, Product, or Performance).
- Proven track record activating product features or platform mechanics as growth levers — not just running standard paid campaigns.
- Actively uses AI tools in planning or execution workflows today. Expected to demonstrate specific use cases, not general familiarity.