Responsibilities

Product Marketing team operates at the intersection of product and market. Our core mandate is to drive full-lifecycle product operations — from insight gathering and go-to-market strategy to launch execution and post-launch growth — by designing and scaling product-led solutions that help sellers and creators succeed on TikTok Shop. This role sits at the intersection of product and market, serving as the critical bridge between the Vietnam business teams and the sea product organization. The candidate will be responsible for two core mandates: 1. Product Marketing (Outbound & Inbound): Drive full-lifecycle product operations within assigned domains — from market insight gathering, go-to-market (GTM) strategy design, to launch execution and post-launch adoption growth. This includes designing and scaling product-led solutions that help sellers and creators succeed on TikTok Shop in the Vietnam market. 2. Country-Level Product Demand Management: Act as the voice of Vietnam business, systematically collecting, prioritizing, and managing country-side product requirements — ensuring local market needs are translated into validated product inputs that flow into the central product pipeline. A successful candidate will combine strong product sense with marketing execution capability, operating through three interdependent lenses: Product (drive penetration & adoption), Seller & Creator (enable growth, improve experience), and Ops (deliver efficient workflows and tooling). Responsibilities: Product Marketing — Go-to-Market & Adoption - Own the full product marketing lifecycle for assigned domains in Vietnam: from product research and competitive analysis to GTM planning and execution. - Design and execute GTM plans for Tier 1 feature launches — including multi-channel outreach (email, Seller Center pop-up, app push, webinar, Academy feature guides, etc.) to drive feature penetration and adoption. - Produce and maintain external-facing product content: feature guides, product videos, Academy articles, newsletters, and Ops training materials to ensure no feature launches in silence. - Conduct targeted market research to validate feature concepts, diagnose growth bottlenecks, and map competitive gaps — delivering actionable MRDs and product insights. - Coordinate with the SEA Product Marketing team on bi-weekly Ops training, bi-weekly seller/creator newsletters, and other PMM Foundation activities. Country-Level Product Demand Management (Inbound) - Serve as the primary product demand manager for Vietnam: systematically collect, consolidate, and prioritize product requests from local frontline Ops teams (bottom-up) and align with quarterly strategic priorities (top-down). - Translate business pain points and market-specific needs into structured product requirements (BRDs/MRDs) that can be actioned by the central product team. - Manage the end-to-end inbound pipeline: from issue surfacing through ticket analysis, on-call feedback, and seller/creator voice aggregation, to validated requirement submission. - Track and drive resolution of product experience issues in Vietnam — monitoring CPO tickets, Experience Insight (EI) signals, and feedback groups to ensure P1+ issues achieve target resolution rates. - Participate in business experience dogfooding sessions — walking through core seller/creator journeys firsthand to identify friction and validate fixes. Cross-Functional Collaboration & Stakeholder Management - Collaborate closely with Vietnam local Ops teams (AMs, CMs, category managers) to understand their product needs and coordinate cross-departmental resources to support business growth. - Work with the central SEA Product, PM, and strategy teams to ensure Vietnam's product priorities are represented in quarterly planning. - Partner with the Education team on webinars, offline events, and dedicated training sessions for key feature launches. - Coordinate with Ops infrastructure teams on tools like Academy, Pearl, Outreach Platform, and Knowledge Hub to improve operational efficiency.

Qualifications

Minimum Qualifications: - Bachelor's degree or above; Business, Marketing, E-commerce, or related fields preferred. - Excellent English proficiency (written and verbal) — the role requires daily cross-market and cross-functional communication in English. - Strong learning agility — able to quickly ramp up on complex product ecosystems, e-commerce workflows, and evolving business models; comfortable operating in ambiguity and fast-changing environments. - Excellent communication skills — capable of articulating business needs to product teams, presenting GTM plans to stakeholders, and translating technical product updates into clear seller/creator-facing content. - Strong product sense — ability to understand product functionality from both the user's and the business's perspective; capable of evaluating feature value, identifying adoption blockers, and proposing product-led solutions. - Data-driven mindset with solid analytical skills; proficient in Excel/Google Sheets; able to distill data into insights and actionable recommendations. Preferred Qualifications: - 5+ years of experience in product marketing, product operations, or GTM roles within e-commerce or internet platforms. - Experience managing product requirements or working closely with product/engineering teams. - Familiarity with multi-channel outreach tools and content creation for B2B/B2C audiences. - Project management and stakeholder management experience, particularly in driving complex cross-functional collaborations. - Experience in Southeast Asian markets, especially Vietnam.

Job Information