Manager, TikTok Shop & Social Commerce

Manager, TikTok Shop & Social Commerce

Location: hybrid, NYC
Reports To: Sr Director, eCommerce
Type: Full-Time, Exempt

Role Overview

Beauty by Imagination is seeking a Manager, TikTok Shop & Social Commerce to own and scale TikTok Shop across the company’s portfolio of professional beauty and personal care brands: Bio Ionic, Wet Brush, Ouidad, and Goody. This role is responsible for: storefront operations, affiliate program management in partnership with Social teams, TikTok Shop campaign execution, performance analytics, and cross-channel coordination.

TikTok Shop is one of our fastest-growing channels. The ideal candidate combines hands-on platform expertise with a performance-marketing mindset. Someone who understands what drives Shop conversions, can support the building and retention of a high-performing affiliate network, and connects content decisions to measurable business outcomes. This person will work closely with internal Growth Marketing, DTC, Amazon and Integrated Marketing teams, as well as external agency partners, to ensure TikTok Shop operates in lockstep with the broader omnichannel strategy.

Key Responsibilities Include:

1. TikTok Shop Operations & Storefront Management

• Own day-to-day TikTok Shop operations across all four brands, including product catalog management, pricing, promotional setup, and inventory alignment.
• Manage Combined Listings, variant consolidation, and listing architecture across SKUs to maximize discoverability and conversion.
• Ensure all product detail pages are optimized with compelling titles, descriptions, imagery, and video content aligned to TikTok-native best practices.
• Monitor storefront health metrics (shop score, fulfillment SLAs, policy compliance) and resolve issues proactively.
• Stay current on TikTok Seller Center updates, new features, policy changes, and GMV Max capabilities—and act on them quickly.

2. Affiliate & Creator Program Management

• Build, manage, and scale the TikTok Shop affiliate program across Open Collaboration and Targeted Collaboration models.
• Partner with Integrated Marketing team to recruit, vet, activate, and retain a high-performing creator network; Own sample to conversion, creator retention rates and content posting rates.
• Develop and optimize commission structures and incentive tiers that balance creator attraction with margin protection (typical range: 10–20% by category).
• Work closely with agency partners to scale affiliate outreach and manage creator pipelines at volume.
• Coordinate with the broader Growth Marketing and Influencer teams to align Shop affiliates with paid whitelisting strategy and Spark Ads amplification.
• Track affiliate performance by creator tier, content type, and product; identify top performers and build retention programs around them.

3. Content & Creative Strategy

• Partner with creators and internal teams to develop Shop-native content (shoppable videos, LIVE shopping events, product demonstrations) that drives discovery and conversion.
• Identify high-converting hooks, formats, and narratives; build a systematic testing framework to continuously improve content performance.
• Operationalize a UGC-to-paid media pipeline, repurposing top-performing creator content into Spark Ads and partnership ads across social platforms.
• Partner with internal teams to develop and maintain creator briefs that communicate brand guidelines, compliance requirements (FTC disclosure, health claims restrictions), and content best practices.
• Support internal teams on TikTok LIVE strategy and execution where applicable, including scheduling, creator coordination, and post-event performance analysis.

4. Campaign Execution & Promotional Calendar

• Plan, launch, and manage TikTok Shop campaigns including discounts, flash sales, product drops, bundling strategies (e.g., tools + brushes, curly routines), and TikTok promotional events.
• Own the monthly TikTok Shop promotional calendar and ensure alignment with DTC, Amazon, and Retailer.com calendars to maintain pricing consistency and avoid channel conflict.
• Execute campaign calendars in partnership with internal teams and agency partners; ensure all campaigns are set up accurately and on time.
• Manage TikTok Shop Ads (including GMV Max campaigns) in coordination with the Paid Media team to optimize holistic ROAS across organic, affiliate, and paid traffic streams.

5. Performance Analytics & Reporting

• Own TikTok Shop performance reporting across all brands, tracking GMV, conversion rate, AOV, affiliate-driven revenue, ROAS, content performance, and traffic sources.
• Develop and maintain a weekly reporting template; surface insights with clear, actionable recommendations.
• Monitor and report on the TikTok Shop halo effect on Amazon branded search, DTC traffic, and overall demand signals as part of BBI’s cross-channel attribution framework.
• Track monthly budgets, commission spend, and promotional ROI; ensure channel profitability targets are met.
• Monitor the competitive landscape, platform trends, and emerging best practices; bring forward-looking recommendations to leadership.

6. Cross-Functional Coordination & Platform Partnership

• Collaborate with DTC, Amazon, Growth Marketing, Paid Media, and Brand teams to ensure TikTok Shop strategy is integrated into the broader omnichannel plan.
• Troubleshoot order and customer experience issues in partnership with Operations and Customer Service teams.
• Liaise with TikTok platform account teams to unlock new initiatives, beta programs, media opportunities, and category-specific support.
• Manage agency partner relationships, ensuring clear scopes of work, performance accountability, and efficient resource allocation.

Required Qualifications

• Bachelor's Degree in Business, Marketing or related field.
• 3–5+ years of experience in e-commerce, social commerce, or digital marketing, with at least 2 years of hands-on TikTok Shop management (Seller Center, Affiliate Center, Shop Ads).
• Demonstrated experience building and scaling affiliate/creator programs with measurable GMV and ROI outcomes.
• Strong understanding of the TikTok Shop ecosystem: affiliate commission models (Open vs. Targeted Collaboration), Spark Ads, GMV Max, LIVE shopping, and platform compliance requirements.
• Proven ability to connect content and creator strategy to business outcomes—not just impressions, but conversion rate, AOV, and channel profitability.
• Experience managing agency partners and external vendor relationships with clear performance accountability.
• Strong analytical skills; proficiency with TikTok Seller Center analytics, TikTok Ads Manager, and familiarity with cross-channel attribution concepts.
• Excellent project management and organizational skills; ability to manage multiple campaigns and brands simultaneously without dropping details.
• Effective communicator and collaborator across creative, analytical, operational, and executive stakeholders.
• Comfortable working in fast-paced, execution-driven environments where platform dynamics shift quickly.

Preferred Qualifications

• Experience in beauty, personal care, or CPG categories.
• Background in influencer marketing, growth marketing, or performance media.
• Familiarity with Shopify, and DTC e-commerce metrics (MER, CAC, LTV).
• Multi-brand or portfolio management experience.

This job description is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the role. Employer reserves the right to amend and change responsibilities to meet business and organizational needs as necessary.

This is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.

Pay: $90,000.00 - $100,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Life insurance
• Paid time off
• Parental leave
• Vision insurance

Education:

• Bachelor's (Required)

Work Location: Hybrid remote in New York, NY 10003