TikTok
As a Content Design Manager on TikTok’s Global Monetization Product and Technology team, I oversee seven direct reports who work on our flagship advertising platform, TikTok Ads Manager, as well as other spaces such as Verticals, Measurement, and Signal.
Content style guide
One of the first big projects I undertook at TikTok was completing a team stye guide. The monetization team up to this point had been following the style guide created for the consumer team, which was a good place to start, but since we’re talking to a different audience—namely creators, agencies, and advertisers—we needed our style guide to document how we were using language within Monetization. The guide covers everything from language choices, interface elements, how we handle things like numbers and currency, and much more.
Keystone
Keystone is TikTok Monetization’s new design language. As part of its phase two rollout, I wrote and presented an educational course called Writing for Keystone. The presentation was delivered to product designers at TikTok’s San Jose campus in October 2024, and a recorded version will be part of future Keystone onboarding and educational efforts.
One of the products I spent time working on in 2024 as a Lead Content Designer was Promote. Promote is the only self-serve advertising platform within TikTok, with average daily active orders of 550K+ and 400K average daily active users. Average daily revenue from Promote is around $1.5M.
In H1of 2024 we launched three new advertiser objectives for Promote: More leads, more phone calls, and more website conversions. I was the sole content designer working with PM, PD, and Eng to deliver these net-new end-to-end flows.
