TikTok - Social Lead, EMEA

Reporting to: Global Head of Social

The Social Lead for EMEA sits within the Marketing team and is responsible for the day-to-day management of TikTok’s owned social handles across the EMEA region, with a primary focus on the UK, France and Germany.

This role plays a critical part in maintaining and evolving TikTok’s organic social presence across the region — ensuring cultural relevance, strong performance and brand trust across all platforms.

Responsibilities

Regional Social Leadership

• Lead organic social strategy across EMEA, with priority markets in the UK and France
• Own the UK social channels, including management of the monthly content calendar
• Oversee the French market (managed by the French Editor) and support Germany when required
• Translate TikTok’s global brand identity and tone of voice into locally relevant execution

Agency & Team Management

• Manage two direct reports (French Editor and EU Editor)
• Brief and oversee two local social agencies (UK and France)
• Run regular QBRs and ensure agency output meets brand and strategic standards
• Co-run the weekly UK Social Stand-Up alongside the UK Comms Lead
• Build strong cross-functional relationships across marketing and communications

Campaign & Always-On Content

• Lead both always-on editorial content and campaign-related social activity
• Own organic campaign plans from briefing through to rollout
• Develop publishing plans, creative direction and content calendars
• Ensure alignment with global strategy and brand guidelines
• Attend shoots and oversee on-the-ground content capture when required

Measurement & Optimisation

• Review performance metrics with local agencies to optimise future output
• Set organic targets for campaigns and activations
• Provide social reporting and support social listening via Brandwatch
• Cascade insights and learnings across local marketing and comms teams

Paid Media Collaboration

• Support Paid Media teams to ensure assets are set live across owned channels
• Identify high-performing content for boosting where budget allows
• Assist with copy and translations where required

Minimum Qualifications

• 7+ years’ experience in social media management
• Strong experience in the UK market (essential)
• Experience across EU markets (France and Germany preferred)
• Proven experience managing agency workflows and creative output
• Experience working client-side for a major brand or agency-side on fast-paced accounts
• Experience leading both campaign-based and always-on social strategies
• Strong project management skills and ability to work calmly under pressure
• Deep understanding of TikTok culture and broader internet culture
• Experience across TikTok, Instagram, Facebook, X and YouTube
• Ability to analyse performance data and adapt strategy accordingly

Preferred Qualifications

• Experience using social listening and reporting tools such as Brandwatch
• Community management experience
• Experience working across multiple markets simultaneously
• Background in media, publishing or editorial environments

Our Mission

Our mission is to inspire creativity and bring joy. TikTok is an inclusive platform built upon the foundation of creative expression. We encourage our employees and users to celebrate what makes them unique while finding a community that does the same.

TikTok is committed to being an equal opportunity employer where everyone can bring their authentic self to work. Diversity is strength, and the best ideas are born in environments where everyone is seen and heard.