Job Description
Responsibilities
About Global Payment
In alignment with the company's globalization strategy and vision, the Global Payments team offers a comprehensive Fintech platform for our customers. Our products encompass fundamental payment acquisitions, disbursements, transaction monitoring, risk management, foreign exchange conversion, accounting, reconciliations, BNPL (Buy Now Pay Later), insurance, and more.
About the Role
We are looking for a seasoned Brand & Product Marketing Strategist to own the product narrative, positioning, and go-to-market (GTM) strategy for our Global Payment team. This is not a campaign-only role — it sits at the intersection of product value definition, market-facing commercialization, and cross-functional stakeholder leadership. You will be the narrative owner who turns what we build into a clear, differentiated story that resonates with overseas users, wins commercial trust, and aligns every internal team behind a single message. The role is built for someone who thrives in fast-moving, zero-to-one environments and can move fluently between strategic positioning and hands-on execution.
Key Responsibilities
1. Product Value Positioning & Narrative Ownership
- Own the end-to-end brand architecture, product positioning, and messaging for international payment and financial products — from initial concept to scalable execution — and deliver a clear, actionable long-term roadmap with defined milestones.
- Generate customer and market insights that inform product strategy: translate user psychology and financial behavior across target markets (Southeast Asia, the Middle East, Europe, North America) into differentiated value propositions and locally resonant brand identities.
- Define and evolve a unified product narrative — the single source of truth for how our products deliver value — and ensure it is consistently expressed across web, social, sales materials, and product touchpoints.
2. Go-to-Market Strategy & Market Commercialization
- Develop and execute the comprehensive GTM strategy for new products and features — covering opportunity sizing, competitive analysis, segmentation, positioning, launch, amplification, and post-launch adoption.
- Own the full launch lifecycle: from positioning and messaging through launch, amplification, and measurement, driving awareness, conversion, and revenue across both new prospects and the existing customer base.
- Activate traffic and content resources within TikTok and the broader ByteDance global ecosystem; design socially viral campaigns and breakout content (short video, live streaming, KOL/UGC) to launch fintech/payment products and accelerate organic growth.
- Set clear business logic and conversion funnels for every initiative, and build a robust brand-equity and performance measurement framework (Brand NPS, CAC, ROI, new-user conversion, DAU contribution), iterating on media and content strategy based on data.
3. Cross-Functional Stakeholder Leadership & Sales Enablement
- Act as the primary connective tissue between Product, BD, Solution, PR, Monetization, and local market teams — securing alignment on positioning, priorities, and launch readiness.
- Provide the GTM narrative and enablement assets (pitch decks, value-selling stories, product one-pagers, competitive battlecards) that equip commercial and partner teams to position, sell, and defend our products in market.
- Drive adoption and alignment through clear communication, training, and continuous stakeholder engagement — managing expectations across functions and turning a complex product roadmap into a shared, executable story.
- Source, onboard, and manage top-tier overseas creative agencies, media-buying partners, and KOL networks to ensure efficient, high-quality delivery.
Qualifications
Minimum Qualifications
- Bachelor's degree or above; 5+ years of brand / product / GTM marketing experience at a major internet company, a globally expanding enterprise, or a leading fintech / cross-border payments organization.
- Proven track record of owning product positioning, messaging, and GTM strategy — ideally including building an overseas brand from the ground up (0-to-1).
- Demonstrated ability to lead cross-functional stakeholders (Product, Sales, Engineering, local markets) and to enable commercial teams with clear narratives and sales-ready materials.
- Heavy user of global social platforms with deep, practical knowledge of social media platforms — native content formats, algorithmic distribution, and monetization playbooks.
- Exceptional business acumen and analytical capability — able to bridge creative brand intuition with rigorous growth modeling and commercial impact.
Preferred Qualification:
- Hands-on experience driving campaigns with 10M+ impressions or 1M+ conversions strongly preferred.
About Us
Founded in 2012, ByteDance's mission is to inspire creativity and enrich life. With a suite of more than a dozen products, including TikTok, Lemon8, CapCut and Pico as well as platforms specific to the China market, including Toutiao, Douyin, and Xigua, ByteDance has made it easier and more fun for people to connect with, consume, and create content.
Why Join ByteDance
Inspiring creativity is at the core of ByteDance's mission. Our innovative products are 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 enrich life - a mission we work towards every day.
As ByteDancers, 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. 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
ByteDance 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 ByteDance, our mission is to inspire creativity and enrich life. 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.
