Director, Social Commerce

The Role

The Director, Social Commerce leads Mindgruve’s social commerce practice with a primary focus on TikTok. The position is responsible for driving revenue growth across client portfolios, leading and growing the social commerce practice.

Responsibilities

• Lead senior relationship with TikTok Commerce U.S.
• Secure access to platform programs, betas, and category initiatives
• Define and evolve Mindgruve's U.S. social commerce vision, roadmap, and go-to-market strategy
• Present performance results and strategic recommendations to senior client stakeholders
• Represent the agency in industry and platform forums
• Identify upsell and cross-sell opportunities across existing accounts
• Maintain awareness of industry trends, regulatory changes, and competitive landscape
• Design affiliate economics and creator incentive structures
• TikTok Shop account setup, health, and compliance
• Product catalog strategy (which products to prioritize, pricing/offer strategy, bundle logic)
• Shop page optimization (product copy, imagery specs, collection organization)
• Affiliate program management- recruiting creators, setting commission structures, approving/rejecting affiliates
• Livingshopping strategy and scheduling
• Shoppable video/content briefing and performance analysis
• GMV targets, conversion rate optimization, and reporting
• Hire and lead a high-performing U.S. social commerce practice
• Oversee TikTok Shops and store management internally
• Structure affiliate, creator, and live commerce frameworks
• Partner with external vendors for content and live production as needed
• Partner with Retail Media, Paid Media, Creative, and Analytics teams to deliver integrated commerce strategies
• Work with Mindgruve analytics team to establish reporting standards, attribution frameworks, and measurement methodology
• Create scalable processes for affiliate onboarding, creator management, and live commerce execution
• Oversee compliance with platform policies, FTC guidelines, and brand safety standards
• Implement tools and automation to improve operational efficiency
• Perform other related duties and projects as assigned
• Work with Paid Media Team:
• Coordinate Spark Ads (boosting organic/affiliate content into paid)
• Share top-performing shop content to amplify
• Align on retargeting strategies for shop visitors and video viewers
• Work with Earned Media Team:
• Earned to manage higher tier creator relationships?
• Maybe they co-own the creator strategy- earned finds and manages talent, commerce dictates the commercial terms and product focus?
• Work with Retail Media Team:
• Integrate social commerce into broader retail media and marketplace strategy
• Align TikTok Commerce efforts with Amazon, Walmart, DTC, and marketplace initiatives

Requirements

• Bachelor’s degree in Marketing, Advertising, Communications or another related field
• 10+ years in a marketing agency environment
• 5+ years of experience in Social Commerce, Digital Marketing, E-commerce, or Paid Media
• Minimum 2 years of hands-on social commerce or TikTok Commerce experience
• Strong experience nurturing affiliate relationships across LTK, ShopMy, and TikTok Shop
• Travel is required for this role, approximately 20% each year
• Proven experience scaling brands on TikTok (health, FMCG, CPG, fashion preferred)
• Demonstrated success launching or expanding brands into new markets
• Existing network of 20+ creators you can activate immediately
• Strong understanding of organic + paid TikTok growth strategies
• Experience managing P&L responsibility or revenue targets
• Experience hiring and building teams
• Former TikTok Commerce partnerships/category or agency growth lead (preferred)
• Experience managing multi-brand GMV portfolios (preferred)
• Retail media + social commerce integration experience preferred
• Data-driven mindset with strong commercial acumen
• Strong customer service skills
• Highly organized and detail oriented, with the ability to handle multiple simultaneously
• Excellent communication skills, including verbal and written
• Professional demeanor with the ability to interface with poise and confidence with leadership and clients

Qualifications

• Compensation: $120,000 - $140,000 (Pay range is based on a market reference point and potential job offers may vary based on the skills, education, experience and geographic location of the individual candidate. The compensation range reflects base rate only.)
• Benefits: Medical insurance, dental insurance, vision insurance, flexible spending account, voluntary life and accident plans, 401(k) retirement plan with matching
• Location: Six office locations in the US: San Diego, California, Los Angeles, California, Covington, Kentucky, Denver, Colorado, Nashville, Tennessee and Charleston, South Carolina. Remote work may be eligible for some roles based on business needs and unique job functions.