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Kelly, Senior Manager, SMB Growth at TikTok: Advize Career Interview
A summer camp counselor role unexpectedly launched a remarkable career journey culminating in a Senior Manager, SMB Growth position at TikTok.
This path involved marketing internships, a market development strategy role at Deloitte, an MBA, and further internships at Nike and startups.
The interview revealed the daily challenges and rewards of developing strategies for onboarding small and medium-sized businesses onto TikTok's platforms, emphasizing cross-continental collaboration and the importance of navigating ambiguity in a rapidly evolving tech environment.
The work requires strong time management, cultural adaptability, and the ability to influence peers, but the highly intelligent colleagues and cross-functional collaborations make it incredibly rewarding.
The interview also stressed the value of resilience in the face of rejection, the benefits of a diverse undergraduate education, and the importance of networking. A key takeaway?
While experience is helpful, immediate mastery is a myth, and embracing new challenges is key to career success in the dynamic tech industry.
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Kelly Mellenthin
Senior Manager, SMB Growth
TikTok
University of Southern California (USC), 2013
UCLA Anderson School of Management, Master of Business Administration (MBA)
Marketing
Technology
Sales and Client Management
Scholarship Recipient, Took Out Loans, Worked 20+ Hours in School, Greek Life Member
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Career Path of a Senior Manager SMB Growth at TikTok
Kelly's career journey began with a summer camp counselor role, unexpectedly providing "a ton of leadership skills," followed by marketing internships and a market development strategy role at Deloitte. After an MBA and further internships at Nike and various startups, leading marketing teams, Kelly pivoted to TikTok's growth strategy, focusing on "monetizing all of our business products."
Main Responsibilities of a Senior Manager SMB Growth at TikTok
Kelly's main responsibilities as Senior Manager, SMB Growth at TikTok involve developing strategies for the successful onboarding of small and medium-sized businesses onto two key products: TikTok Ads Manager and TikTok Shop, a feature similar to Instagram shopping. The goal is to ensure these businesses "are set up for success and be making a lot of money" using the platform, resulting in continued ad spending and mutual benefit.
A Day In The Life Of A Senior Manager SMB Growth At TikTok
A day for a growth strategist at TikTok involves a significant amount of cross-continental collaboration, starting with responding to messages from colleagues in China and Singapore, followed by either solo strategic planning ("analyzing back-end data and identifying holes in the user funnel") or cross-functional teamwork for execution. The novelty of working at a rapidly growing company like TikTok means much of the work involves creating processes ("figuring out how to do it before we can actually do it"), with late-afternoon/evening meetings with the Asia teams completing the cycle.
Most Important Skills for a Senior Manager SMB Growth at TikTok
Navigating ambiguity and making decisions "without all the information" are crucial skills for a senior manager at a rapidly changing company like TikTok, requiring strong time management and cultural adaptability to work effectively across global teams. The ability to "be patient and to try to understand where people are coming from" is also paramount for success in this role.
Favorite Parts of Being a Senior Manager SMB Growth at TikTok
Kelly's favorite aspects of their Senior Manager role at TikTok are the incredibly intelligent colleagues—"everybody at TikTok is really really smart"—and the highly cross-functional nature of the work, collaborating daily with "product marketing managers, product managers, engineers, data scientists," allowing for continuous learning and diverse perspectives.
Biggest Challenges Faced By A Senior Manager, SMB Growth At TikTok
Kelly's biggest challenge as a Senior Manager at TikTok is influencing peers who don't report to them, requiring "persuad[ing] teammates to get on board with [their] vision." This necessitates navigating competing priorities across teams, a challenge that simultaneously presents valuable learning opportunities and informs Kelly's strategic decision-making.
Favorite Parts Of Working In The Tech Industry As A TikTok Senior Manager SMB Growth
Kelly, a Senior Manager at TikTok, thrives on the ever-evolving nature of the tech industry, stating that "if it stays the same it dies," and enjoys seeing their team's work "in the wild," such as noticing changes in TikTok ad formats they helped develop.
This fuels their competitive spirit and passion for innovation within a dynamic environment.
What Type Of Person Thrives In The Tech Industry According To A Senior Manager SMB Growth At TikTok
In Kelly's view, success in the industry hinges on a potent blend of "super hungry" individuals who are "innovative" and challenge existing norms, acting as "glass ceiling Breakers." However, this ambition must be coupled with collaboration, requiring buy-in from stakeholders to translate groundbreaking ideas into reality.
What A Senior SMB Growth Manager At TikTok Wishes They Had Known Before Entering The Tech Industry
Kelly, a Senior Manager at TikTok, surprisingly revealed that "there's nothing you can do to prepare for a job until you just actually get there and do it," emphasizing the unforeseen cultural nuances and unique systems of each company. This insightful reflection, born from extensive career experience and multiple job transitions, highlights the universal experience of needing four to six months to feel truly competent in a new role, dispelling the myth of immediate mastery and offering valuable advice to those starting their careers.
Entry-Level Positions For Aspiring Product Managers At TikTok
TikTok offers many entry-level internships and recent graduate roles; however, direct entry strategy roles are rare, with most companies preferring candidates with consulting or marketing experience. A strong alternative for undergraduates interested in tech is product management, which provides valuable transferable skills like "managing projects" and "collaborating with other people," setting a strong foundation for future career advancement.
Significant Career Lesson From A Senior Manager SMB Growth At TikTok
Kelly, a Senior Manager at TikTok, learned that "rejection is not failure," a lesson solidified through numerous setbacks including job rejections, promotions passed over, and layoffs. This experience fostered resilience, empathy, and gratitude, ultimately leading to their current success, proving that perceived failures often redirect one to a better path.
College Experiences That Helped A Senior Manager Of SMB Growth At TikTok Succeed
Kelly's undergraduate success stemmed from two key strategies: pursuing "classes that had absolutely nothing to do with [her] major," fostering a proactive approach to learning and opportunity, and actively seeking help, building a valuable network through mentorship and professor connections which ultimately led to a Deloitte role. This "mindset has continued to allow [her] to seek new opportunities," propelling Kelly's career trajectory.
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