Head of Global Digital Channels, GIMC

TikTok; Greater London; On-site; GBP 150,000 - 200,000; Full time

Job summary

A leading global digital media brand seeks a Head of Global Digital Channels in Greater London. This role involves leading marketing channels, overseeing CRM and B2B strategies, and mentoring teams. Candidates should have proven experience in senior marketing roles, a strong understanding of B2B systems, and expertise in CRM platforms. The position offers a chance to influence multi-market campaigns by integrating brand narratives across channels.

Qualifications

• Proven experience in a senior marketing role with success leading multi-functional teams.
• Deep understanding of B2B marketing systems and buyer journeys.
• Experience in a global team understanding regional needs.

Responsibilities

• Provide leadership for TikTok for Business website and CRM.
• Lead a team of channel owners across web, CRM, and social.
• Oversee content planning and user experience improvements.
• Define KPIs for each channel and oversee analytics.

Skills

Team leadership

B2B marketing systems

CRM platforms

Analytics

Cross-functional collaboration

Tools

Hubspot

Job description

About the TeamGlobal Integrated Marketing Communications [GIMC] aims to deliver a globally consistent, customer-centric brand experience across all external marketing channels by translating TikTok’s strategic narrative into impactful, market-facing campaigns, toolkits, and channel strategies that drive real regional relevance and measurable business results. The team focuses on brand and messaging consistency in our communications channels, coordination of our owned channel strategy, and efficiency and speed of how we bring our priority platform and product messaging to market. The Head of Global Digital Channels role leads our primary global external marketing channels; the TikTok for Business website, CRM and email marketing, and key social media channels. This role leads a a global channel strategy with customer centric touchpoints front of mind, whilst building and leading a vision for how we can better coordinate our channels with the greater consistency and impact that you would expect from a leading global digital media brand. This role leads a team across different regions whilst working with regional IMC teams across the globe. This is a key leadership role that needs to connect deeply across the business to craft an integrated channel strategy, and bring this to life in an impactful, creative and engaging way that brings the magic of TikTok to the industry.

Responsibilities

1. Channel Strategy, Execution and Centre of Excellence

• Provide leadership and operational oversight for TikTok for Business website, CRM and B2B email marketing, and organic / paid social, ensuring integration, consistency, and alignment to business priorities supporting enterprise and mid-market segments with best practices, compliance, and performance monitoring
• Partner with global and regional stakeholders to ensure channels amplify campaigns and marketing narratives. Be a channel expert - able to guide, advise and align regional IMC teams on their channel strategies - Ensure content across all channels is TikTok first, audience-centric, high quality, and optimized for performance
• Partner with the SMB and Marketing Partners teams to ensure our global channels reflect and support the entire advertising ecosystem
• Drive operational excellence in demand generation and brand engagement across all key digital touchpoints

2. Team Leadership

• Lead, mentor, and grow a team of channel owners and SMEs across web, CRM, and social.
• Build clarity of remit, priorities, and success metrics for each channel.
• Coach team members to balance operational excellence with innovation, ensuring they deliver both day-to-day execution and strategic growth.
• Create a collaborative environment where teams work cross-functionally with design, product, and marketing.

3. Content Strategy & User Experience

• Oversee content planning, governance, and publishing across digital channels.
• Ensure content strategy reflects brand positioning while adapting to platform best practices.
• Champion UX improvements, evolving site structures, CRM journeys, and social interactions to enhance engagement and conversion.

4. Measurement & Optimization

• Define KPIs for each channel (web traffic, CRM engagement, social reach / engagement, conversion, and tie them to broader business outcomes.
• Oversee analytics and reporting dashboards, ensuring data is accurate, timely, and actionable.
• Drive a test-and-learn culture, using insights to inform content, UX, and channel strategy.

5. Operations & Governance

• Establish publishing governance to ensure content meets brand, legal, and compliance standards.
• Partner with Marketing Ops to ensure tooling (CMS, CRM, social platforms) supports effective workflows, reporting, and scalability.
• Manage external agencies and vendors to ensure high-quality delivery, innovation, and cost efficiency
• Oversee budget management and finance payments related to digital channel activities.

Minimum Qualifications

• Proven experience in a senior marketing role with demonstrated success leading and developing multi-functional teams within a fast-paced, high-growth environment.
• Strong ability to build, mentor, and lead a team of marketers and strategists, driving alignment with company objectives and fostering a collaborative culture.
• Deep understanding of B2B marketing systems, buyer journeys, funnel metrics, and enterprise sales dynamics.
• Proficient across CRM platforms (Hubspot ideally) and experience in developing CRM programmes, organic and paid social strategy and content creation, web UX and analytics.
• Experience working in a global organisation, in a global team, able to understand the nuances and needs of different regions and the complexities of scaling campaigns multi-market.
• Experience managing centers of excellence and global localization functions.

Preferred Qualifications

• Strong cross-functional collaboration skills and ability to influence across Marketing, Sales, and Strategy teams.
• Strong analytical abilities with a data-driven approach to campaign optimization, providing actionable insights to shape future strategies.