Director/Head of Tiktok

Role Purpose

The Head of TikTok owns the TikTok channel end to end — strategy, team, KPIs, and the revenue number. This is a hands-on operating role, not a macro-strategy role. The person in this seat runs the playbook themselves, stays current on every platform change, and knows how to work the algorithm to move GMV. The role is accountable for delivering the 2026 TikTok revenue target of $17.2M across the brand portfolio — a 48% increase over 2025. LifePro is the anchor, generating roughly 85% of channel revenue, and accelerating it is the first-order priority. The balance of the target sits in scaling Petcove, kick-starting Sunello and Culvani into revenue, accelerating Oaktiv, and revitalizing Joyberri. This role carries full accountability for hitting every brand's monthly number and pushing each one beyond plan.

Platform & Algorithm Execution

Run the playbook hands-on. Stay adept on every platform change and translate it into channel action within the week. Own GMV Max campaign strategy and execution directly — building, running, and optimizing campaigns in-platform while holding TROAS as spend scales. Own the performance of organic content on the channel — reach, engagement, and conversion — while brand owns organic content strategy and production; partner tightly so the creative pool feeds GMV Max. Own TikTok Live programming as a revenue surface: weekly calendar, 10+ creator-led sessions/month, conversion tracking, format optimization off retention data.

Team Leadership

Lead and develop the TikTok team — Atif and Gerardo direct, the affiliate managers on a dotted line, operations (Larissa), and the overseas creator team. Set the operating cadence — daily check-ins, weekly standups and pipeline reviews, monthly performance and program-health reviews. Own staffing recommendations as the channel scales.

Creator Ecosystem & Affiliate

Co-own the two-stage creator funnel on TikTok with the Senior Affiliate Marketing Manager — broad discovery and recruiting at Stage 1, concentrated depth partnerships with graduated winners at Stage 2. Own affiliate flows, commission structures, and creator incentives on the channel, partnering on cross-channel standards and the affiliate stack (Euka, TikTok Shop Affiliate Center). Manage TikTok rep, Euka, and platform-partner relationships on a regular cadence.

Performance Reporting

Own the weekly TikTok performance report — revenue, contribution margin, TROAS, GMV per creator, content velocity, engagement, creator metrics — delivered without prompting. Partner with the Performance Analyst on in-depth dashboards covering every aspect of channel and per-team-member performance.

Success Metrics

• TikTok channel revenue tracking to the $17.2M 2026 target (48% growth)
• Contribution margin held at or above plan while revenue scales
• LifePro accelerated to and beyond its adjusted monthly target
• Sunello and Culvani kick-started into trackable, growing revenue; Petcove and Oaktiv generating week-over-week growth
• TROAS held at benchmark while GMV Max spend scales
• GMV per active creator (depth tier) and creator activation/graduation rate (discovery tier)
• 10+ creator-led Live sessions/month with conversion tracking
• Zero account suspensions; 100% posting adherence
• Monthly forecast and joint budget submission delivered on cadence