TikTok is seeking a full-time Measurement Performance Center of Excellence (CoE) Lead in Dubai, UAE — a senior, high-impact role within TikTok’s newly created Measurement Center of Excellence. This role works directly with business leaders across the region to build programmes, solve complex performance advertising measurement challenges, drive business growth, and optimise ad performance. Success in this rapidly expanding environment depends on execution, curiosity, and a deep commitment to data-driven thinking — partnering with Regional Measurement Leaders, Product Leaders, and Sales Leaders across TikTok’s MENA and wider regional operation.
About TikTok — The World’s Leading Short-Form Video Platform
Company: TikTok — the world’s leading destination for short-form mobile video, inspiring creativity and bringing joy
Global HQ: Los Angeles and Singapore, with offices in Dubai, London, New York, Tokyo, Seoul, Paris, Berlin, Jakarta, and Dublin
Mission: Inspire creativity and bring joy — connecting communities worldwide through authentic, data-powered experiences
Culture: Always Day 1 mindset — curious, humble, and committed to making real impact in a fast-growing tech company
Why This Measurement Performance CoE Role Stands Out
Strategic Influence: Directly influence TikTok’s regional Measurement strategy and build programmes that shape advertising ROI
Meta-Analysis Leadership: Lead creation and deployment of custom insights, ad effectiveness meta-analysis, and large-scale tooling
Cross-Regional Management: Manage dotted-line teams across the region and partner with Sales, Product, and Measurement leaders
Bidding & Targeting: Design and test bidding, targeting, and optimisation methods to support new product and feature development
Position Overview
This Measurement Performance Center of Excellence (CoE) Lead at TikTok collaborates with sales and measurement teams to develop and implement measurement strategies driving business growth, leads the ideation, creation, and prototyped deployment of sophisticated custom insights and ad effectiveness meta-analysis for large-scale data environments, manages dotted-line teams across the region, designs and tests bidding, targeting, and optimisation methods, tracks and reports advertiser performance metrics, develops and maintains dashboards and tools to track KPIs and measure campaign effectiveness, analyses data from ad performance and user behaviour, provides actionable insights to improve ROI, and stays current with industry trends and new measurement methodologies.
Why This Role Matters: As Measurement Performance CoE Lead at TikTok in Dubai, you sit at the intersection of data science, digital advertising, and strategic product development — building the measurement programmes that help TikTok’s biggest advertisers prove and improve their ROI, directly influencing regional measurement strategy, leading cross-regional teams, and designing next-generation ad effectiveness tools and analytical frameworks that set the standard for performance measurement in one of the world’s most dynamic digital advertising platforms.
Key Responsibilities
Measurement Strategy & Business Growth
- Collaborate with sales and measurement teams to develop and implement measurement strategies that drive business growth
- Work with performance-focused industry verticals on TikTok to optimise ad performance and improve ROI
- Partner closely with Regional Measurement Leaders, Product Leaders, and Sales Leaders across the region
Custom Insights, Meta-Analysis & Tooling
- Lead the ideation, creation, and prototyped deployment of sophisticated custom insights and ad effectiveness meta-analysis
- Build tooling for large-scale data environments for use by wider measurement teams
- Design and test bidding, targeting, and optimisation methods to support new product and feature development
Dashboards, Reporting & Performance Analytics
- Track and report advertiser performance metrics to support and grow adoption of measurement solutions
- Develop and maintain dashboards, reports, and tools to track Source of Truth (SoT), KPIs, and campaign effectiveness
- Analyse and interpret data from ad performance, user behaviour, and market trends
- Provide actionable insights and recommendations to optimise ad campaigns and improve ROI
Regional Team Leadership & Industry Innovation
- Manage dotted-line teams across the region
- Stay up-to-date with industry trends, best practices, and new measurement methodologies to continuously improve capabilities
- Build Measurement programmes which directly influence the regional Measurement strategy
Qualifications & Requirements
Minimum Qualifications
- Extensive, proven experience in analytics and digital advertising from large marketing organisations or measurement suppliers
- Bachelor’s degree in a quantitative field — Statistics, Mathematics, Economics, or Computer Science
- Proven experience in Data Science, Data Analysis, Measurement, or a related field
- Proven managerial capabilities — including managing global teams without direct line responsibility
- Strong analytical and problem-solving skills with a track record of inferential problem-solving through experimental design
- Excellent communication and collaboration skills for cross-functional team partnerships
- Exceptional time management and goal-oriented task management skills
Preferred Qualifications
- Experience with advertising and media agencies and complex data-driven marketing organisations
- SQL, HIVE, R, or Python experience for custom analytical work
- Proficiency in data analysis and visualisation tools — SQL, Excel, Tableau, or Power BI
- Familiarity with privacy-first innovation for marketing measurement systems
About TikTok — Always Day 1
Join TikTok — the world’s leading short-form video platform and one of the most dynamic digital advertising environments on earth — as Measurement Performance Center of Excellence Lead in Dubai. TikTok’s Measurement CoE is a newly created, high-impact function responsible for interpreting and understanding the business outcomes driven by advertising on the platform. With a mission to inspire creativity and bring joy, TikTok offers CoE leaders the chance to directly shape how millions of advertisers measure, optimise, and grow on a platform connecting over a billion people globally.
Career Excellence: Lead TikTok’s advertising measurement strategy from Dubai — where data, creativity, and business impact meet.
Who Should Apply?
- Senior Digital Advertising Analytics Leaders: With extensive measurement and ad performance experience at scale
- Data Scientists & Measurement Strategists: With proven cross-functional leadership and experimental design backgrounds
- SQL / Python / Tableau Practitioners: Experienced building custom insights and dashboards in large-scale data environments
- Media Agency & MarTech Professionals: With experience in complex, data-driven marketing organisations
- Regional Analytics Managers: Ready to lead dotted-line teams and influence TikTok’s MENA measurement strategy from Dubai
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