Director of TikTok Shop / Social Commerce Lead

We are seeking an elite Director of TikTok Shop / Social Commerce Lead to own and scale one of the top-performing TikTok Shop businesses in the health and wellness category.

This role will be responsible for driving continued category leadership through creator partnerships, affiliate growth, content strategy, operational excellence, and performance optimization within TikTok Shop.

The ideal candidate is a true TikTok Shop operator who understands how to win on the platform through viral product discovery, creator ecosystems, affiliate programs, and deep knowledge of TikTok’s commerce algorithm.

This is a high-impact leadership role responsible for maintaining category leadership and unlocking the next phase of growth within TikTok’s fastest-growing commerce channel.

Key Responsibilities

TikTok Shop Growth Strategy

• Own the overall TikTok Shop revenue strategy and performance
• Maintain and expand category leadership within TikTok Shop
• Identify opportunities to scale product visibility, creator partnerships, and affiliate activity
• Continuously test new strategies to increase conversion and marketplace growth

Creator & Affiliate Ecosystem

• Build and manage a large network of TikTok creators and affiliates
• Recruit, onboard, and nurture high-performing creators
• Develop scalable systems for creator outreach and activation
• Track creator performance and identify top converting partners

Product Seeding & Creator Activation

• Oversee product seeding strategies to generate viral product exposure
• Identify creators with strong product–market fit
• Ensure consistent creator content production that drives product discovery and conversions

Content Strategy

• Develop content frameworks that consistently perform within TikTok’s algorithm
• Collaborate with creators and internal teams to produce high-converting product content
• Monitor trends, sounds, formats, and emerging content styles
• Identify viral opportunities that can drive rapid sales spikes

TikTok Shop Operations

Manage all operational aspects of TikTok Shop including:

• Product listings
• Affiliate offers
• Creator commissions
• Inventory availability
• Shop compliance

Ensure all shop elements are optimized for performance and conversion.

Performance Analytics

Track and analyze key performance metrics including:

• GMV
• Creator conversion rates
• Affiliate sales contribution
• Content performance
• Product velocity

Use insights to refine creator strategies and continuously optimize campaigns.

Campaign & Launch Execution

• Lead large-scale promotional campaigns within TikTok Shop
• Coordinate major product pushes and seasonal launches
• Activate creators around key campaign moments to drive volume and visibility

Competitive Intelligence

• Monitor top competitors within TikTok Shop
• Identify emerging brands and trending products
• Develop strategies to defend category leadership and outperform competitors

Team Leadership

• Manage internal TikTok Shop team members and external creator partners
• Build scalable workflows that support rapid growth
• Establish clear KPIs and performance expectations across the social commerce team

Key Metrics of Success

Success in this role will be measured by:

• TikTok Shop revenue growth
• Creator and affiliate activation
• Conversion rate improvements
• Viral content velocity
• Product ranking within TikTok Shop categories
• Overall GMV growth and marketplace share

• 4+ years of experience working in TikTok Shop or social commerce
• Proven experience scaling products through creator and affiliate ecosystems
• Strong understanding of TikTok’s content algorithm and commerce mechanics
• Experience managing creator outreach and influencer partnerships
• Demonstrated success driving high-volume product sales through TikTok

Skills

• Deep understanding of TikTok content and commerce strategy
• Strong data analysis and performance optimization skills
• Excellent relationship-building ability with creators and affiliates
• Strategic thinking combined with rapid execution
• Ability to move quickly in a fast-changing social commerce environment

Ideal Candidate

The ideal candidate is a high-performance social commerce operator who lives and breathes TikTok. They know how to identify winning creators, launch viral content loops, and build scalable affiliate systems that drive consistent revenue growth.

They thrive in fast-paced environments, think in terms of experiments and scale, and are obsessed with winning on TikTok Shop.