Running Point Recruitment
Head of TikTok Shop and Creator Partnerships
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Head of TikTok Shop and Creator Partnerships
Location
London
Working Pattern
Four days per week in the office
About the Company
A fast growing social first consumer entertainment business is looking for a commercially focused leader to take ownership of its TikTok Shop and wider creator partnership ecosystem. The company creates highly shareable consumer products that have generated significant organic reach across social media and are enjoyed by customers internationally.
About the Role
This position will lead the growth of TikTok Shop and the wider affiliate and creator partnership strategy across the United Kingdom, United States and Europe.
The successful candidate will be responsible for turning creator content, affiliate relationships and product campaigns into measurable revenue. You will set the strategy, remain closely involved in execution and manage a multiregional team responsible for creator acquisition, content output and commercial performance.
Direct and recent TikTok Shop experience is essential. This is not a general influencer marketing or brand partnership position. You must have personally managed TikTok Shop performance, creator affiliates and GMV growth.
What You Will Own
- Own the TikTok Shop growth strategy across multiple regions, with clear accountability for GMV, revenue, conversion and profitability.
- Manage TikTok Shop directly through Seller Centre, using performance data to identify opportunities across products, creators, content and campaigns.
- Manage and scale affiliate programmes across all social platforms, including TikTok, Instagram, Facebook, Snapchat and YouTube.
- Build and scale high volume creator affiliate programmes, covering targeted recruitment, onboarding, briefing, activation, retention and relationship management.
- Set and optimise affiliate commission structures, creator incentives, retainers, product sampling and seeding plans in line with product margins and expected return.
- Use TikTok LIVE, GMV Max and Spark Ads to amplify successful creator content and increase product sales.
- Develop creator communities that encourage affiliates to produce consistent, commercially effective and brand appropriate content.
- Create testing plans across content hooks, offers, bundles, commission levels, creator segments and product launches, using the results to guide future investment.
- Design repeatable outreach systems, reporting frameworks and creator partnership playbooks that can be scaled across regions and platforms.
- Manage new product launches through the affiliate network, ensuring creators are briefed, sampled and activated at the right time.
- Lead and develop a team of permanent employees and overseas contractors, including hiring, target setting, performance reviews, coaching and managing underperformance.
- Translate TikTok Shop and creator performance into clear commercial recommendations for the wider marketing, ecommerce and leadership teams.
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What We Are Looking For
- Substantial recent experience personally managing and growing TikTok Shop for a consumer brand, TikTok Shop agency, platform partner or TikTok itself.
- Clear evidence of delivering measurable GMV and revenue growth, with the ability to explain the targets you owned, the actions you took and the commercial results you achieved.
- Hands on experience of creator affiliate recruitment, onboarding, retention, commission management and product sampling at meaningful scale.
- Experience managing affiliate and creator partnerships across TikTok and other social platforms, including Instagram, Facebook, Snapchat and YouTube.
- Strong working knowledge of Seller Centre, TikTok LIVE, GMV Max and Spark Ads, alongside the metrics used to assess Shop, creator and content performance.
- Strong commercial judgement, including experience balancing commissions, sampling costs, advertising investment and product margins against expected return.
- Experience managing and developing a team, with direct responsibility for hiring, performance management and professional development.
- A test and learn mindset, with the ability to diagnose why performance has changed, identify the root cause and act quickly.
- The confidence to operate in a fast moving environment and remain close to execution while setting the wider strategy.
- The ability to work collaboratively across marketing, ecommerce, creative, operations and senior leadership.
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Particularly Relevant Backgrounds
The company is particularly interested in candidates who have led TikTok Shop growth within consumer products, toys, games, gifting, beauty, fashion, food and drink, or another category where creator led product discovery is central to sales. Experience operating across several international markets would also be valuable.
What Success Will Look Like
- A growing and engaged creator affiliate community producing consistent and commercially effective content.
- Clear improvement in TikTok Shop GMV, conversion, creator activation and revenue.
- Successful affiliate programmes operating across TikTok, Instagram, Facebook, Snapchat and YouTube.
- A structured approach to sampling, commissions, creator incentives and paid amplification that protects profitability.
- A capable and accountable team with clear targets, strong development and scalable working practices.
- A reliable performance feedback loop connecting creators, content, products, campaigns and the wider marketing strategy.
Working Pattern and Benefits
- Four days per week in a central London office, with one day working from home.
- Discretionary performance bonus.
- 25 days of annual leave plus bank holidays.
- Pension scheme.
- Regular team events and a collaborative, energetic working environment.
- A selection of the company’s products each year.
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