Leads TikTok marketing strategy to drive brand awareness, community growth, and viral content. Develops a TikTok content calendar featuring trends, challenges, and brand storytelling formats. Directs and ideates TikTok videos in collaboration with creators, the internal team, and influencers. Manages TikTok Ads including In-Feed Ads, Branded Hashtag Challenges, and TopView campaigns. Tracks TikTok analytics including video views, shares, follower growth, and audience retention. Stays deeply in tune with TikTok trends, sounds, and creator culture to keep brand relevant. Builds TikTok creator partnerships and manages ongoing relationships with top creators. Collaborates with the video production team for high-quality, fast-turnaround TikTok assets. Uses TikTok Creator Marketplace and third-party tools for influencer discovery and campaign management. Develops a TikTok Shop strategy for brands looking to drive e-commerce through the platform. Reports TikTok campaign ROI and growth metrics to the senior marketing team.