Live Shopping & Agency Partnerships

• Own the international live shopping strategy and roadmap.
• Identify, evaluate, and manage creative and live-shopping agency partners.
• Lead agency selection, commercial negotiations, scopes of work, budgets, and performance expectations.
• Develop repeatable live formats, programming, and testing frameworks designed to drive incremental GMV.
• Hold agencies accountable for both creative quality and commercial performance.
• Build long-term strategic partnerships rather than treating agencies as transactional vendors.

Analytics & Channel Optimization

• Own weekly and monthly reporting across GMV, affiliate performance, creator productivity, live shopping, conversion, and profitability.
• Use performance data to identify trends, inefficiencies, and emerging opportunities.
• Translate analytics into clear commercial decisions and resource allocation.
• Establish meaningful KPIs and operating rhythms for the international channel.
• Test new strategies, measure results, and scale what works.

International Expansion

• Identify opportunities to expand TikTok Shop into new markets, categories, creator segments, and revenue streams.
• Evaluate market potential, competitive dynamics, creator ecosystems, product-market fit, and operational requirements.
• Lead pilots for new formats, seasonal programs, categories, and platform capabilities.
• Build frameworks that allow successful initiatives to be replicated across markets.

Team Leadership

• Build and develop the team supporting international TikTok Shop operations.
• Define roles, responsibilities, goals, and performance expectations.
• Coach team members and develop future functional leaders.
• Establish a culture of ownership, speed, accountability, and continuous experimentation.
• Balance strategic leadership with hands-on involvement when the business requires it.

Cross-Functional Leadership

• Work closely with:
  • Paid Media
  • Operations
  • Merchandising
  • Finance
  • Legal
  • Customer Success
  • Creative
  • The US TikTok Shop team

You will be expected to influence decisions across these functions and ensure TikTok Shop strategy is aligned with broader company priorities.

What We’re Looking For

Must-Have Experience

• 4–6+ years of leadership experience in social commerce, affiliate commerce, marketplace growth, or a closely related channel.
• Proven experience scaling TikTok Shop or an equivalent creator-commerce platform.
• Meaningful ownership of channel revenue, profitability, P&L, or commercial performance.
• Deep understanding of TikTok Shop mechanics, including:
  • Seller Center
  • Affiliate commissions
  • Creator acquisition and retention
  • Promotional tools
  • Shop health
  • Live shopping
  • Content and creator performance
  • Platform economics
• Proven track record of building or significantly scaling an affiliate or creator network, ideally from an early-stage market or program.
• Strong understanding of creator incentives, commission structures, creator segmentation, and retention.
• Experience using performance data to make commercial decisions and reallocate investment.
• Strong financial and analytical skills, including comfort with CAC, LTV, contribution margin, ROI, and unit economics.
• Ability to operate strategically while remaining close enough to execution to diagnose and solve problems quickly.
• Experience leading teams, mentoring senior individual contributors, or building functional capability.
• Strong communication and negotiation skills, particularly when working with external platform and agency partners.
• UK-based and able to work effectively across UK/EU and US time zones.

Nice-to-Have Skills

• Experience launching TikTok Shop or social commerce in a new international market.
• Existing relationships with TikTok UK or relevant creator-commerce ecosystem partners.
• Experience managing creative, influencer, or live-shopping agencies at scale.
• Experience working across multiple international markets.
• Familiarity with UK/EU regulatory requirements, including GDPR and consumer protection.
• Experience in fashion, apparel, beauty, consumer products, or another high-volume DTC category.
• Experience building teams and operating structures within high-growth companies.

Required Tools / Tech Stack

• TikTok Shop Seller Center
• Affiliate / creator management platforms
• TikTok analytics and performance reporting
• BI and dashboarding tools
• Microsoft Excel / Google Sheets
• Financial modeling and unit economics tools
• Agency and campaign management platforms

What Success Looks Like

In your first 12 months, you will be expected to:

• Establish a scalable operating model for TikTok Shop UK.
• Build a high-performing UK/EU affiliate and creator ecosystem.
• Develop a repeatable live-shopping strategy.
• Establish strong strategic relationships with TikTok UK.
• Create clear reporting and performance-management systems.
• Build and develop the international TikTok Shop team.
• Identify and validate opportunities for additional market expansion.
• Deliver sustainable GMV growth while maintaining healthy channel economics and profitability.

Who Will Thrive in This Role

You are an operator, strategist, and builder.

• You don't need everything figured out before taking action. You know how to make decisions with imperfect information, run disciplined tests, learn quickly, and scale proven ideas.
• You are commercially minded enough to understand the P&L, platform-savvy enough to understand how TikTok Shop works beneath the surface, and entrepreneurial enough to build systems where none exist today.
• Most importantly, you aren't looking to simply manage an existing TikTok Shop operation. You want to build an international social commerce business and take ownership of the outcome.