Head of TikTok Shop

About the role

In this role, you will drive the entirety of our social commerce efforts. You will own the channel's full P&L, growth strategy, creator and affiliate programs, livestream commerce, merchandising, and operational performance. This role sits at the intersection of culture, commerce, and performance – and requires someone who can set the strategic direction, set strategy and aligned vision with senior leadership cross-functional partners, build the systems and team needed to scale, and drive results day in and day out.

You will work closely with Growth Marketing, Brand Marketing, Social and Integrated Comms, Digital, R&D, Supply Chain, and Finance.

Responsibilities

• Own the TikTok Shop Growth Strategy & P&L
• Set the vision, strategy, and multi-brand roadmap for TikTok Shop, grounded in a sharp perspective on where the platform and social commerce are headed
• Own the channel P&L across four brands – managing GMV growth, customer acquisition efficiency, margin, and omnichannel halo impact
• Build and maintain forecasts, KPIs, and reporting infrastructure in partnership with Finance and Analytics; present channel performance and strategic direction to senior leadership and cross-functional stakeholders
• Identify and size growth opportunities across new formats, creator segments, product categories, and platform capabilities
• Build and Scale Affiliate & Creator Strategy
• Set the strategic framework for creator partnerships across tiers, segments, and niches – balancing creator performance, content quality, and commission optimization
• Lead the test-and-learn creator model that focuses on high-volume, conversion-driven performance
• Oversee briefing and messaging strategy, ensuring creators are equipped with important points of difference by brand and hero product value propositions
• Build scalable, repeatable processes for creator onboarding, sampling, content testing, and performance evaluation
• Lead and develop the team
• Manage and develop a team of TikTok Shop Managers and growth assistants, setting clear goals, priorities, and a high performance bar
• Act as a coach and mentor, developing the next generation of commerce and growth talent within the organization

Qualifications

• You thrive in environments where you set audacious goals and have the opportunity to set strategy, deploy resources and drive a team to run at those goals
• You live and breathe TikTok and social commerce – you understand both its culture and its commerce mechanics deeply
• You are a performance-oriented entrepreneur who obsesses over P&L and finds creative ways to grow it
• You have killer creative instincts and know how to develop messages that cut through – paired with rigorous, data-driven decision-making
• You are equally comfortable setting strategy and rolling up your sleeves to execute
• You have a proven track record of cross-functional leadership, owning results, and setting strategy with conviction to senior stakeholders
• You are an organized, forward-thinking leader who builds systems that scale
• You are a passionate coach who develops high-potential talent