Senior Product Manager (SEO/Web) - User Growth (San Jose)

TikTok; San Jose (CA); On-site; USD 151,000 - 295,000; Full time

Job summary

TikTok is seeking a Product Leader to drive international growth for the Web product, with a strong emphasis on SEO as a growth channel. You will own strategy, coordinate with product, engineering, data, and content teams, and drive end-to-end delivery.

You will partner with external search engine teams to validate strategies and translate findings into actionable roadmaps, while localizing growth plans for diverse global markets and ensuring scalability and regulatory compliance.

Qualifications

• 3+ years of product experience in internet or digital businesses.
• End-to-end product mindset connecting business objectives to technical implementation.
• Proven experience working with large third‑party platforms or technical teams.

Responsibilities

• Own iteration and international growth strategy for the TikTok Web product, using organic search (SEO) as a primary growth channel.
• Partner with external search engine companies and internal teams to translate findings into product and engineering plans.
• Design and implement SEO programs including information architecture, structured data, and conversion funnels.
• Lead full lifecycle product delivery from analysis to launch and iteration with cross-functional stakeholders.
• Localize and scale growth strategies for global markets across countries and languages.

Skills

Product experience

End-to-end product mindset

Cross-team collaboration

Job description

Responsibilities

Team Introduction: The User Growth (UG) team is responsible for the growth of ByteDance's international products, including TikTok. We help develop customized growth strategies for the products and utilize various marketing, product, and data analysis techniques to achieve business growth goals. The UG team maintains and optimizes a range of mature product growth strategies, such as paid advertising and organic user acquisition, and skillfully applies them to various businesses to drive growth. Additionally, when new growth opportunities are identified, we create new solutions to help businesses achieve breakthroughs. By joining the UG team, you will be responsible for the growth of products with billions of users and gain hands‑on experience in cutting‑edge growth practices.

• Own iteration and international growth strategy for the TikTok Web product, using organic search (SEO) as a primary growth channel. Scope includes page experience and design, information architecture, content distribution, KPI frameworks, and experimentation platforms for the full Web product lifecycle.
• Partner directly with external search engine companies and other search‑engine teams to validate advanced search strategies and technical guidance, and rapidly translate those findings into actionable product and engineering plans.
• Design and implement end‑to‑end SEO programs — including standardized information architecture, structured data, traffic acquisition tactics, and client‑side conversion funnels — and coordinate with Web and App product and engineering teams to operationalize them.
• Lead full lifecycle product delivery from business analysis and roadmapping through solution design, requirement decomposition, development coordination, launch validation and continuous iteration. Mobilize cross‑functional stakeholders (product, engineering, data, content and operations) to ensure timely, high‑quality execution.
• Localize and scale growth strategies for global markets: adapt information architecture, metadata, and distribution pathways to regional, linguistic and cultural differences while ensuring scalability, sustainability and regulatory compliance across multiple countries and languages.

Qualifications

Minimum Qualifications

• 3+ years of product experience in internet or digital businesses (or equivalent career progression), with hands‑on exposure to Web products, content distribution or user‑growth initiatives.
• End‑to‑end product mindset that connects business objectives to technical implementation. Able to deliver tightly‑coupled solutions across page design, information architecture, and engineering; treats SEO as a product lever within a broader product ecosystem.
• Proven experience working directly with large third‑party platforms or technical teams to align on requirements and integrate external rules or new technologies into product roadmaps.

Preferred Qualifications:

• Demonstrated ability to craft deep, multi‑dimensional strategies in complex business contexts with a focus on long‑term value and systematic growth; experience or strong motivation for cross‑border and cross‑cultural product rollout.
• Excellent cross‑team collaboration and project management skills, strong logical thinking and communication skills will be preferred.
• Prior involvement in SEO/search/recommendation projects is a strong plus.

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.

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

Job Information

【For Pay Transparency】Compensation Description (Annually)

The base salary range for this position in the selected city is $151200 - $295200 annually.

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.

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).

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

For Los Angeles County (unincorporated) Candidates:

1. Interacting and occasionally having unsupervised contact with internal/external clients and/or colleagues;
2. Appropriately handling and managing confidential information including proprietary and trade secret information and access to information technology systems;
3. Exercising sound judgment.

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: