IP Campaigns Marketing Specialist (TikTok Shop, Malaysia)

About the team Our Integrated Marketing & Communications team in Malaysia leads the full spectrum of marketing strategy and execution — spanning brand campaigns, creator & influencer marketing, affiliate, livestream, and IP campaigns — to drive sustainable e-commerce growth for TikTok Shop across the market.

Responsibilities

• Lead the planning, development, and execution of integrated brand and marketing IP campaigns, including flagship initiatives such as Super Brand Day and New Arrival Day.
• Partner cross-functionally with internal stakeholders, including account management, creator partnerships, and other business teams, to drive seamless campaign execution and continuous optimization.
• Analyze campaign performance metrics, including sales, orders, and GMV targets, and identify opportunities to improve effectiveness through data-driven insights, innovative activations, and strategic partnerships.
• Monitor trends across social media, e-commerce, digital marketing, and related industries, and apply relevant insights to strengthen campaign creativity, brand visibility, and marketing impact.
• Support revenue growth and campaign monetization initiatives by optimizing campaign performance and commercial outcomes.

Minimum Qualifications

• Bachelor’s degree or equivalent practical experience.
• 5+ years of experience in e-commerce, brand marketing, creative agencies, consulting, or related industries.
• Experience with marketing IP development and familiarity with livestream, short-form video, or Shop Tab ecosystems is an advantage.
• Strong marketing strategy and campaign planning capabilities, with the ability to manage integrated campaigns from concept development through execution.
• Demonstrated analytical thinking, creativity, and problem-solving skills.
• Strong understanding of consumer-facing digital platforms and social media ecosystems, including platforms such as TikTok, with an interest in emerging trends, digital culture, and evolving marketing opportunities.

Preferred Qualifications

• Strong communication, stakeholder management, and cross-functional collaboration skills.
• Ability to prioritize effectively, navigate ambiguity, and deliver results in fast-paced environments.
• Experience coordinating across teams and integrating resources to support business and marketing objectives.