Head of Communications, EU E-Commerce

TikTok; Greater London; On-site; GBP 120,000 - 180,000; Full time

Job summary

TikTok seeks a Head of Communications EU to oversee TikTok Shop messaging across 13 European markets. The role reports to the global e-commerce comms lead and guides market, product, and policy communications to protect brand reputation.

You will lead a team, shape narratives for launches, and align messaging with EU regulatory expectations while demonstrating TikTok Shop’s positive impact for small businesses and brands in Europe.

Qualifications

• Bachelor’s degree in Communications, Journalism, Marketing, or related field.
• Pan-European strategic communications experience with senior leadership exposure.
• Knowledge of EU regulatory and policy landscape; align messaging for media and policymakers.
• Crisis communications and risk mitigation experience in tech or e-commerce.
• Experience navigating multiple European or global markets.

Responsibilities

• Strategic Communications Partner: act as primary comms lead for EU Market Operations leadership and shape product launch narratives.
• Team Leadership: mentor Comms Leads across markets and provide comms counsel in markets without dedicated teams.
• Media Relations: build relationships with top-tier/trade press; manage inquiries and sensitive news cycles.
• Executive Training: train executives for interviews and events.
• Cross-functional Collaboration: work with regional/global teams to ensure messaging alignment and market insight.
• Messaging with Public Policy & Government Relations: counsel on EU regulatory messaging aligned for journalists and policymakers.
• Risk mitigation and issues management: identify risks and craft messaging with cross-functional partners.
• Content oversight: review EU-wide TikTok Shop external content for accuracy and reputational risk.

Skills

Strategic comms

Media relations

Crisis comms

Leadership

Stakeholder mgmt

Education

Bachelor's degree in Communications, Journalism, Marketing, or related field

Job description

Responsibilities

We are seeking a Head of Communications EU to support TikTok Shop across 13 European markets.

This role reports to the global lead for e-commerce communications and acts as the main communications stakeholder for TikTok Shop Operations, Business and Product teams in TikTok Shop's European markets as well as cross-functional legal, policy and governance & experience teams.

This role will be critical in contributing to the global e-commerce comms strategy, while building local narratives, devising pan-European and local market communications strategies, and advising business and product teams on a range of topics including product positioning, messaging alignment in the EU regulatory environment, market trends, and external issues, ultimately preserving our competitive advantage and safeguarding our brand reputation across the region.

The role will lead European efforts to demonstrate how TikTok Shop is making a positive impact on small businesses and enterprise brands in Europe, spotlight how we're building a positive shopping experience for our community and demonstrate our commitment to creating a safe and positive platform experience.

• Strategic Communications Partner: Act as the primary communications lead for EU Market Operations leadership, providing counsel on new-market entries, assessing PR risks/opportunities, and shaping product launch narratives.
• Team Leadership & Development: Lead and mentor a team Comms Leads in the core market clusters, setting priorities, and driving high-impact execution. Act as comms counsel in markets without a dedicated e-commerce comms team.
• Media Relations: Build strong relationships with select top-tier and trade press at the European level, proactively securing coverage, managing inquiries, and managing sensitive news cycles. In partnership with market comms leads, guide, advise and handle inbound press inquiries on a range of issues.
• Executive Training: Train and coach executives and subject-matter experts, equipping them with concise messaging for interviews and in-person events.
• XFN Stakeholder Management: Work cross-functionally with regional and global communications teams based on regional and market needs to drive clear narratives about our business product, partnerships and vision. Serve as the senior communications POC for local XFN partners (marketing, operations, policy, legal, creator partnerships), ensuring message alignment and advising on market trends, potential risks, and opportunities specific to European markets.
• Messaging alignment with Public Policy & Government Relations: Provide counsel on messaging related to the EU regulatory landscape, working closely with the Public Policy & Government Relations teams to ensure external messaging is aligned and consistent for both journalists and policymakers.
• Risk mitigation and issues management: Proactively identify fast-moving issues and key risks. Partner with cross-functional teams in Strategic Readiness, Legal, Public Policy & Government Relations and Operations to craft strategies and messaging to mitigate those risks and safeguard the TikTok Shop brand.
• Content oversight: Review and advise on EU-wide TikTok Shop externally facing content including seller communications, presentations, seasonal promotions, logistics updates and more for accuracy and reputational risks.

Qualifications

Minimum Qualifications:

• Bachelor’s degree in Communications, Journalism, Marketing, or a related field.
• Proven progressive experience in a pan-European strategic communications role, with significant experience in a senior leadership or management capacity.
• Proven understanding of the e-commerce, technology, and local industry media landscape across the European region.
• In-depth knowledge of the EU regulatory and policy landscape with demonstrated ability to align external messaging for both media and government stakeholders.
• Exceptional track record in crisis communications, risk mitigation, and issues management in a fast-paced technology or e-commerce environment.
• Proven experience understanding and navigating market nuance for communications across multiple European or global markets.

Preferred Qualifications:

• Ability to build trust and collaborate with a complex matrix of internal stakeholders, proven track record of working in a dynamic and large organization is preferred;
• Ability to multitask efficiently under ambiguity, with self-starting and motivated attitudes in a cross-cultural and fast-paced environment.

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.

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.

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.

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.