TikTok Shop & Social Strategy Lead

About the role

We're looking for a commercially-minded social commerce leader who is able to build and accelerate a high-growth TikTok Shop business. You’ll turn emerging platform opportunities into a scalable revenue and brand-building channel, balancing sharp performance analysis with creative, creator-led execution. In addition to building the TikTok Shop business, this role is responsible for leading the brand’s holistic social media strategy, execution, and performance across organic and paid social channels, including agency partner oversight. This is a high-visibility role with ownership of strategy, operations, partnerships, and profitability where you’ll have the opportunity to make a measurable impact.

The ideal candidate is equal parts strategist, creator, analyst, and operator. They possess deep expertise in social commerce and performance marketing, along with a passion for staying ahead of emerging trends and opportunities. This individual thrives in a fast-paced, collaborative environment and has a proven track record of building brands and delivering measurable business impact through social channels.

Responsibilities

• TikTok Shop & Social Commerce
  • Own Nature's Way's TikTok Shop strategy and execution, ensuring alignment with broader ecommerce and brand objectives.
  • Manage TikTok Shop performance, including sales growth, profitability, promotional planning, content integration, and P&L accountability.
  • Collaborate with internal ecommerce and marketing stakeholders to optimize the customer journey and maximize social commerce results.
  • Evaluate new social commerce opportunities and recommend strategies to accelerate growth.
• Social Media Strategy & Content
  • Develop and execute comprehensive organic social media strategies across Facebook, Instagram, TikTok, and other relevant platforms.
  • Own the social content strategy, editorial calendar, content pillars, and channel-specific best practices across all managed platforms.
  • Scale and optimize Nature's Way's organic content engine to increase engagement, community growth, reach, and brand affinity.
  • Develop and lead a comprehensive creator strategy encompassing paid influencer partnerships, affiliate marketing programs, and creator-led content.
  • Lead the development of user-generated content (UGC), creator content, and social-first assets that resonate with target audiences.
  • Partner with brand, ecommerce, creative, and marketing teams to ensure social content aligns with business priorities and campaign objectives.
  • Identify and test emerging content formats, platform features, and social trends to drive innovation and performance.
• Paid Social Media
  • Manage the paid social media budget across key platforms, ensuring efficient allocation of investment to achieve business objectives.
  • Partner with agencies and internal stakeholders to develop, launch, optimize, and scale paid social campaigns.
  • Monitor performance and continuously optimize audience targeting, creative approaches, channel investments, and media efficiency.
  • Leverage testing and analytics to improve return on advertising spend (ROAS) and overall marketing effectiveness.
• Agency & Partner Management
  • Lead and manage relationships with multiple external agencies, creators, and platform partners.
  • Provide strategic direction, clear objectives, and performance expectations to agency partners while ensuring high-quality execution.
  • Evaluate agency performance and identify opportunities for process improvements and stronger business outcomes.
  • Collaborate cross-functionally with brand marketing, ecommerce, insights, regulatory, legal, and creative teams to ensure effective execution.
• Analytics, Reporting & Performance Management
  • Establish and maintain KPI frameworks that measure social media effectiveness across awareness, engagement, commerce, and business impact metrics.
  • Develop recurring reporting and executive-level updates that provide actionable performance insights and recommendations.
  • Monitor platform analytics and consumer behavior trends to identify optimization opportunities.
  • Hold ownership and accountability for achieving agreed-upon channel and business performance goals.
• Innovation & Emerging Platforms
  • Evaluate opportunities to expand Nature's Way's presence into underutilized and emerging channels, including YouTube, Reddit, and future platform opportunities.
  • Monitor social media, creator, and social commerce trends to identify new growth opportunities.
  • Develop strategic recommendations and business cases for channel expansion and investment.
• Supervisory Responsibilities

  This role will provide leadership and direction to agency partners, freelancers, creators, and cross-functional project teams.

Requirements

• Undergraduate degree in Marketing, Communications, Business, Digital Media, or a related field.
• 5+ years in eCommerce, DTC, social commerce, marketplace, or adjacent.
• Demonstrated success managing external agencies or vendors.
• Strong interest in social commerce, TikTok trends, and TikTok Shop.
• Excellent project management and communication skills.
• Data-savvy, with experience using platform analytics, dashboards, and performance metrics. P&L fluency a plus.
• Experience in a fast-paced, cross-functional environment.

Preferred Qualifications

• Experience within the Consumer Packaged Goods (CPG) industry.
• Experience within Vitamins, Minerals & Supplements (VMS) or health and wellness categories.
• Experience managing or supporting TikTok Shop or other social commerce platforms.
• Experience developing UGC, creator partnerships, or influencer-led content strategies.

Skills

• Expertise with Meta Business Manager and TikTok Ads Manager.
• Experience with social media management platforms (e.g., Khoros, Sprinklr, Sprout Social, Hootsuite, or similar).
• Strong understanding of social analytics, attribution, and reporting methodologies.
• Experience with content planning, social listening, and community management tools.
• Strong presentation, communication, and stakeholder management skills.

Benefits

• Medical: Option to select either a PPO plan or one of 2 high-deductible medical plans that includes a company contribution to your personal health savings bank account.
• Dental: Delta Dental PPO & an option to select an enhanced dental plan.
• Vision: Routine preventative coverage under medical plan and an option to elect additional voluntary coverage.
• Time Off: All employees receive 11 holidays off per year, as well as paid time off that starts at a minimum of two weeks per year.
• 401K Plan: Company match of up to 4% as long as employees contribute a minimum of 6% to the account. An additional profit-sharing contribution is also made to employee accounts if the company meets its annual targets.
• Additional Benefits:
  • Company provided short-term & long-term disability.
  • Life and AD&D insurance.
  • Flexible spending accounts.
  • Voluntary critical illness & accident coverage.
  • New parent phase-in program & paternity leave.
  • Educational assistance reimbursement.
  • Product discounts & a wellness program.

Schedule

This position follows a hybrid work model and is based out of Nature's Way's Minneapolis office.