Director of TikTok

Job Type: Full-Time Remote

Time Zone: US Hours

Role Purpose

The Director of TikTok is the strategic and hands-on owner of the entire TikTok ecosystem—spanning organic growth, paid acquisition, creator partnerships, and revenue generation through short-form video. This role is responsible for turning TikTok into a high-efficiency, high-trust demand channel that drives awareness, authentic community engagement, viral momentum, and direct conversions in the supplements and wellness space, while complementing Amazon and Shopify performance.

This leader blends cultural fluency, creative velocity, rigorous testing, and performance optimization to achieve scalable ROAS (targeting 4x+ blended), strong organic reach, and compounding brand loyalty—while fiercely protecting scientific credibility, FTC/FDA compliance, and a no-BS, results-driven brand philosophy.

Core Accountabilities

1. TikTok Channel Strategy & Roadmap

• Define and execute the full TikTok playbook, including content pillars (science-backed routines, transformation stories, ingredient deep dives, trend participation), posting cadence, format mix (organic and paid), and cross-channel integration.
• Drive sustained FYP dominance with clear revenue and brand impact.

2. Paid TikTok Ads Ownership

• Own TikTok Ads Manager end-to-end: budget allocation, creative testing, bidding strategies, audience targeting, and scaling.
• Execute high-velocity creative and funnel tests across in-feed, Spark Ads, Collection Ads, and emerging formats to deliver efficient CPA and strong ROAS.

3. Organic Growth & Community Building

• Lead organic strategy for virality through trend-jacking, series content, duets/stitches, TikTok Live, comment engagement, and challenges.
• Build and nurture a loyal, high-intent community that authentically advocates for the brand.

4. Creator & Influencer Ecosystem

• Scout, onboard, and manage micro-to-macro creators across UGC, affiliates, co-creations, and paid partnerships.
• Track and optimize creator performance via promo codes, links, and attribution tools while ensuring brand and compliance alignment.

5. Performance Analytics & Cross-Functional Insight

• Own dashboards and reporting for views, completion rates, engagement metrics, CPA, ROAS, MER, organic reach, follower growth, and revenue attribution (Shopify and TikTok Shop, where applicable).
• Translate insights into actionable recommendations for creative, paid media, CRO, and retention teams.

6. Compliance, Systems & Scaling Foundations

• Ensure full compliance with TikTok policies and FTC/FDA supplement advertising guidelines.
• Establish SOPs, creative testing frameworks, tools, and scalable processes.
• Prepare to mentor junior talent or manage agency partners as the channel grows.

Decision Rights & Key Interfaces

• Owns: TikTok strategy and execution, creative direction, paid media performance, creator partnerships, and channel-level outcomes within brand and compliance guardrails.
• Reports to: VP, Demand
• Collaborates closely with:
• Creative and AI design teams on short-form video production and iteration
• Paid media leadership on cross-platform synergy and traffic quality
• Shopify/Growth teams on funnel optimization and TikTok-driven conversions
• CRM and retention teams on post-purchase lifecycle strategies
• Operations and finance teams on unit economics, forecasting, and margin alignment

This role is empowered to make day-to-day decisions on testing, optimization, and execution without routine escalation.

This Role Is Not

• A social media coordinator focused only on posting trends
• A junior ad buyer without strategic ownership
• A role disconnected from revenue, compliance, or brand integrity

This is a senior, director-level operator role combining creative leadership with performance rigor and direct P&L impact on one of the fastest-moving platforms in digital commerce.

Year-One Success Profile

• TikTok becomes a top-three customer acquisition channel, contributing ~15–25%+ of new customers or revenue
• Blended ROAS consistently exceeds 4x with strong engagement benchmarks
• Organic account scales meaningfully in followers, reach, and community health
• Creator and UGC pipelines operate as a reliable, scalable content engine
• TikTok insights materially influence creative strategy, product messaging, and cross-channel performance
• Zero compliance or policy violations with scalable systems in place for future growth

• Proven success owning TikTok (organic and paid) for DTC brands ($5M+ ARR preferred), ideally in supplements, health, wellness, or other regulated categories
• Expert-level proficiency in TikTok Ads Manager, Creative Center, Spark Ads, and current algorithm dynamics
• Hands-on experience producing and editing short-form video using CapCut or native tools
• Strong analytics capability, including attribution, cohort analysis, and dashboarding tools (e.g., Triple Whale, Northbeam, TikTok Analytics)
• Experience managing creator networks, affiliate programs, and compliance-driven advertising
• Highly collaborative, cross-functional operator with a bias toward speed, experimentation, and data-driven decision-making
• Bonus: Experience with TikTok Shop or Live Commerce, AI video tools, or ownership of viral TikTok campaigns