Product Manager - App Ads Signals & Attribution Strategy

Team Introduction The TikTok App & Gaming Ads team is part of TikTok’s Monetization Product organization and is responsible for building advertising products for app and gaming advertisers on TikTok. Our vision is to make TikTok a leading platform for app and gaming marketers to acquire, retain, and monetize users by developing products that address the unique needs of these verticals, support emerging monetization models, and serve advertisers across different stages of the app lifecycle.

Responsibilities 1. Strategic Planning & Roadmap Development: Lead the systematic optimization of attribution signals for App Ads, leveraging a deep understanding of how advertisers allocate budgets, advertising attribution frameworks, and the competitive landscape. Continuously drive improvements in advertising performance.

2. Advertiser-Centric Measurement Framework: Develop a deep understanding of how advertisers evaluate performance and make budget-scaling decisions. Build strong expertise in advertising attribution mechanisms and industry measurement standards. Design attribution strategies by working backwards from customer value, use data-driven approaches to identify growth opportunities, and establish frameworks for prioritization and decision-making.

3. End-to-End Product Capability Development: Systematically evaluate available signal sources and data assets. Lead the design and implementation of attribution and format strategies, partnering closely with cross-functional teams including Algorithm, Engineering, Sales, and Operations. Drive the full product lifecycle from strategy design through launch, continuously delivering measurable improvements in advertising performance.

4. Industry Insights & Competitive Advantage: Stay up to date on developments in the global advertising technology landscape and the evolution of leading competitors. Proactively introduce advanced ad format capabilities and industry best practices. Conduct in-depth research into attribution methodologies and signal collection approaches used by competitors and third-party platforms.

Effectively manage resources and priorities while driving cross-functional alignment and execution. 5. Strong Communication & Product Influence: Develop a deep understanding of MMP attribution capabilities and effectively drive product discussions and stakeholder alignment. Influence relevant stakeholders to develop and implement effective attribution strategies.

Minimum Qualification(s)

• 5+ years of product management experience in digital advertising.

Experience in international advertising markets is preferred, along with demonstrated experience building a product direction or business line from 0 to 1.

• Proven end-to-end experience leading the development of performance advertising format capabilities, with measurable business impact such as increased ad spend or improved ROI.

Able to demonstrate a systematic portfolio of relevant cases and established methodologies.

• Deep expertise in advertising attribution systems, with a thorough understanding of the end-to-end app advertising measurement ecosystem, including SDK integration, SKAN, MMP attribution, and multi-touch attribution.

Familiarity with leading MMP platforms such as AppsFlyer, Adjust, and Branch and how they operate. Experience developing advertising platform strategies and translating attribution insights into product and strategy optimization opportunities.

• Excellent structured thinking, data analysis, and business acumen.

Strong cross-functional influencing skills and executive-level communication capabilities, with the ability to drive strategic initiatives from planning through execution in complex organizational environments.

• Fluent English communication skills, both written and verbal, with the ability to independently collaborate with international teams, clients, and partners.