Marketing & Communications

Website & UX Strategist, GBM

Location
:

New York

Employment Type
:

Regular

Job Code
:

A197048A

Responsibilities

As a Website & User Experience (UX) Strategist for Global Business Marketing (GBM), you will be responsible for shaping and optimizing the experience of our global website ecosystem, TikTok for Business. The TikTok for Business website serves as a central destination for advertisers, agencies, and partners to discover, learn about, adopt, and receive support for TikTok advertising solutions. You will leverage UX principles, website strategy, and data-driven insights to improve customer experiences while driving business outcomes, including engagement, product adoption, user growth, and revenue.

Working closely with Content Writers, Web Producers, Developers, and cross-functional partners across Product Management, Marketing, Content Strategy, Design, and Engineering, you will translate customer insights, business objectives, and UX best practices into scalable website experiences. You will lead the strategy and evolution of key customer journeys across the TikTok for Business website—from understanding audience needs and defining experience requirements to optimizing information architecture, navigation, content discoverability, engagement, and conversion.

This role sits at the intersection of website strategy, UX, information architecture, and customer experience. You will play a critical role in shaping how advertisers, agencies, and partners discover, learn about, and engage with TikTok for Business solutions. Success in this role requires a balance of strategic thinking, customer empathy, technical fluency, and data-driven decision-making to ensure our global web experiences are intuitive, scalable, and aligned with business objectives.

Responsibilities
UX Strategy & Website Experience

• Develop and execute website UX strategies that support customer needs and business objectives.
• Lead the strategy, optimization, and evolution of key website experiences, customer journeys, and feature enhancements.
• Partner with Product, Marketing, Design, and Engineering teams to define experience goals, requirements, success metrics, and implementation priorities.
• Translate customer insights and business objectives into scalable web solutions while balancing user experience, technical feasibility, and business impact.

Website Strategy & Information Architecture

• Define and optimize website information architecture, navigation systems, and content discovery experiences.
• Design website experiences that effectively serve diverse audiences, including SMB advertisers, enterprise advertisers, media agencies, creative agencies, and existing customers.
• Ensure customers can easily discover relevant solutions, educational resources, product information, and support content.
• Partner with Content Strategy and Marketing teams to evolve the website as a central destination for customer education and product discovery.

Customer Experience & User Research

• Advocate for customer needs by leveraging user research, behavioral insights, analytics, and feedback.
• Develop audience segmentation frameworks, personas, and customer journey maps to inform website strategy and prioritization.
• Identify customer pain points and opportunities to improve discoverability, usability, engagement, adoption, and conversion.
• Translate research findings into actionable recommendations that improve both customer and business outcomes.

Content Strategy & Experience Design

• Partner with Content Strategists, Designers, and Marketers to create intuitive, engaging, and conversion-focused web experiences.
• Define user flows, wireframes, prototypes, and experience requirements that support customer goals and business objectives.
• Collaborate with UX/UI designers to develop scalable, user-centered design solutions and interaction patterns.
• Ensure experiences are accessible, globally relevant, and aligned with brand, UX, and web standards.

Performance Optimization & Measurement

• Define success metrics and measurement frameworks that connect website performance to customer and business outcomes.
• Monitor and analyze engagement, content consumption, conversion, product adoption, and revenue-related performance metrics.
• Identify optimization opportunities through analytics, experimentation, usability testing, and customer insights.
• Partner with Analytics and Marketing teams to inform roadmap priorities and continuous improvement efforts.

Web Governance & Cross-Functional Leadership

• Collaborate across Product, Marketing, Design, Content, Engineering, and regional teams to drive alignment and successful execution.
• Ensure website experiences meet accessibility, localization, brand, UX, and technical quality standards.
• Conduct visual and functional QA and proactively identify risks, blockers, and opportunities throughout the development lifecycle.
• Support website initiatives related to product launches, campaigns, events, and other strategic business priorities.

Qualifications

Minimum Qualifications

• 5+ years of experience in website strategy, UX strategy, digital product ownership, information architecture, or related fields.
• Strong understanding of UX principles, customer journeys, content strategy, and conversion-focused web experiences.
• Experience managing complex website ecosystems and driving the strategy, optimization, and evolution of customer-facing digital experiences.
• Demonstrated ability to balance customer needs, business objectives, and technical constraints when developing website strategies and experience recommendations.
• Strong understanding of information architecture, website architecture, CMS platforms, SEO fundamentals, accessibility standards, localization best practices, and conversion optimization.
• Experience using Figma and other UX design tools to create wireframes, user flows, prototypes, and experience concepts.

Preferred Qualifications

• Ability to translate customer needs and business objectives into actionable requirements and collaborate effectively with developers, designers, and cross-functional stakeholders.
• Experience leveraging user research, analytics, experimentation, and customer insights to inform website strategy and prioritization.
• Experience developing audience segmentation frameworks, personas, customer journeys, and content discovery strategies.
• Familiarity with Contentful or other enterprise CMS platforms is a plus.

Job Information

【For Pay Transparency】Compensation Description (Annually)

The base salary range for this position in the selected city is $97200 - $220400 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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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).

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The Company reserves the right to modify or change these benefits programs at any time, with or without notice.

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For Los Angeles County (unincorporated) Candidates:
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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:

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1. Interacting and occasionally having unsupervised contact with internal/external clients and/or colleagues;

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2. Appropriately handling and managing confidential information including proprietary and trade secret information and access to information technology systems; and

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3. Exercising sound judgment.

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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.

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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.

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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.

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Diversity & Inclusion

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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.

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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