TikTok Shop Lead

About the role

A fantastic opportunity has arisen for a TikTok Shop Lead to join a renowned multi-brand beauty group with a portfolio of premium, culturally relevant brands

This is a commercial and operational role responsible for owning and scaling TikTok Shop into one of the business's largest revenue and acquisition engines. You won't be creating content yourself, instead, you'll lead the strategy, manage an external agency partner, and hold them accountable to ambitious commercial KPIs across GMV, CPA, ROAS and contribution margin.

Reporting to the Head of Marketplaces, you'll run TikTok Shop like a mini business within the company, with real autonomy and meaningful budget behind you, while working cross-functionally with brand, ecommerce and creative teams.

Key Responsibilities

• 50% - Agency Management & Channel Ownership: Lead the TikTok Shop agency partner, who manages all aspects of the account (Shop, Ads, Lives, Affiliates). Brief them tightly, set weekly KPIs, and push for continuous improvement on GMV, CPA, ROAS and contribution margin. Step in to resolve operational issues, keeping the channel running smoothly day-to-day.
• 25% - Strategy & Growth Planning: Build and own the TikTok Shop strategy across multiple brands. Plan promotional calendars, forecast GMV, set targets, and identify new growth levers: creator partnerships, format tests, product launches and new market entries.
• 15% - Performance Analysis & Iteration: Track GMV, ROAS, contribution margin and content performance. Double down on what's working, stop what isn't, and continuously sharpen the playbook with the agency.
• 10% - Cross-functional Collaboration: Partner with brand, ecommerce and creative teams to align TikTok Shop activity with wider brand strategy and ensure consistency across channels.

About You

• 2+ years' hands-on TikTok Shop experience with a track record of driving GMV and scaling sales.
• Confident managing agencies or external partners and holding them accountable to commercial KPIs.
• Experience building or managing large creator communities or affiliate programmes.
• Commercially minded, fluent in GMV, ROAS, CPA and contribution margin.
• Able to dig deep into performance data, draw conclusions and devise strategy.
• Proactive, always looking for new growth opportunities.
• Beauty, personal care or wider FMCG/DTC experience desirable.
• Experience working with paid social or performance media teams advantageous.
• International or multi-market TikTok Shop experience advantageous.
• Hands-on experience with Shopify or DTC commerce stacks advantageous.