General Manager, TikTok (Shop Paid)

About the Role

Everyday Dose is hiring a General Manager to own TikTok as a complete channel P&L. This is not a social media manager or media buyer role, but a GM who treats TikTok like a business inside the business. This is a deliberate restart with executive backing, real budget, and a single accountable owner. You'll have a blank slate and the mandate to build it correctly.

The Mandate

• Own paid TikTok as a DTC acquisition channel, building TikTok ads into a scaled, measurable driver of new subscribers held to the same CAC and payback standards as other paid channels.
• Make TikTok Shop work by building the creator and affiliate flywheel, running Shop operations end-to-end, and growing it into a real revenue channel with real margins.

Responsibilities

• Own the full TikTok channel P&L: budget, targets, spend pacing, and contribution margin across paid and Shop.
• Develop and execute paid media strategy on TikTok, including creative testing systems with our performance creative team.
• Build and scale the creator and affiliate program, recruiting, activating, and scaling hundreds of creators producing weekly content.
• Oversee TikTok Shop operations: catalog, offers and pricing strategy, promotions, live commerce, and fulfillment coordination with our ops team.
• Create a content engine that feeds both paid and organic, prioritizing volume and velocity.
• Measure incrementality, halo to DTC, new-to-brand mix, and honest channel economics for executive reporting.
• Manage the team and vendor stack, including creator ops hires, agencies, and TikTok Shop partners.

Requirements

Success Looks Like:

• TikTok paid spend scaled within our CAC and payback targets, with trusted incrementality.
• A live TikTok Shop affiliate flywheel with consistent weekly creator output and growing GMV at healthy margins.
• One owner reporting clean channel economics the executive team can rely on.
• A restart that sticks: repeatable systems, not a spike.

Metrics You'll Be Measured On:

• Channel CAC and payback on paid TikTok.
• TikTok Shop GMV and contribution margin.
• Active creator and affiliate count, and content volume per week.
• New-to-brand customer mix.
• Measured halo lift to DTC.

You're a Great Fit If You:

• Have operated inside the TikTok ecosystem (e.g., at TikTok, a TikTok Shop partner, or a brand that cracked Shop).
• Have personally owned six-figure monthly paid budgets held to CAC and payback, not engagement metrics.
• Have built a creator or affiliate program from scratch and scaled it past 100+ active creators.
• Have carried a P&L or channel-level revenue number and can discuss contribution margin fluently.
• Are a zero-to-one operator: scrappy and hands-on early, then a builder of teams and systems.
• Can hire and manage the creator ops function.
• Are in Austin or excited to work hybrid from Austin.

Not This Role If You:

• Are an organic social manager with a posting calendar.
• Are a pure media buyer waiting for creative to show up.
• Blame the algorithm; you own outcomes, not activities.

Benefits

• Competitive salary and performance-based bonuses.
• Health, dental, and vision insurance.
• 401K match.
• Unlimited PTO.
• Hybrid flexibility from our Austin HQ.
• Monthly $500 wellness and $2,500 annual professional development stipend.
• Full ownership of a channel restart with executive backing at a high-growth brand.
• Open to contract-to-hire for the right operator.