Head of TikTok

The Role This is not a social media role. It's a commercial role with a content and creator engine attached. The Head of TikTok owns TikTok Shop as a P&L accountable for gross profit, contribution margin, and sustainable growth across UK and EU. The right person treats TikTok Shop the way a category manager treats an Amazon business: a channel with paid media, merchandising, affiliate, and creator levers that all have to be tuned together to produce profitable revenue. You will own the number, defend the margin, and build the function. You will work our existing TikTok Account Manager, a live-streaming agency our customer service team, in house affiliate management, our paid media setup and our supply and finance teams. You'll have budget to recruit support underneath you as the channel scales.
Key ResponsibilitiesCommercialTikTok Shop P&L across UK and EU including forecast monthly, report variance weekly, defend margin against ad spend creep and commission inflationGross profit in pounds as the primary KPI, not GMVContribution margin after ad spend, affiliate commission, sample and sampling cost, returns, and platform feesGrowth rate benchmarked against the supplement category, not just internal targetsPaid MediaManage GMV Max as the default scale lever, combined with manual Video Shopping Ads campaigns for control and signalOwn the relationship with our TikTok Account Manager: extract boosts, beta features, category programs, and policy escalationsDefend ROAS while scaling spend; flag margin erosion earlyAffiliates and CreatorsWork with our in-house affiliate management you will:expand the program: tiered commissions by performance band, structured recruitment, activation, retention, and pruningBuild creator competitions as structured campaigns with hypothesis, budget, expected
output, and post-mortem, not one-off ideasManage commission economics to balance creator incentive with margin.Maintain the active creator base (the number that matters is active creators producing sales, and quality of content not total recruited)TikTok LivesSet the live strategy: agency-led for scale, in-house for brand-critical hours, or hybridMeasure revenue per live hour and improve it; total live hours is not a goalOwn the agency relationship including briefs, performance reviews ^ commercial termsMerchandisingOptimise listings: titles, images, PDP video, bundles, price ladder, hero SKU strategySteer the catalogue toward our five priority products: Creatine Plus Electrolytes, Creatine Monohydrate, RAW Bars, Creatine Gummies, and Creatine Plus CollagenManage hero SKU concentration to diversify revenue across SKUs over time to reduce single-product dependencyForecasting and Inbound ReplenishmentMaintain stock availability on key lines: Ensure Hero SKUs hold sufficient weeks of forward
cover to support demand, prevent lost sales and maintain channel momentum.Strengthen the replenishment process: Partner with Operations to plan and execute inbound replenishment into TikTok FBT, ensuring stock movements are driven by forecast demand and commercial priorities.Competitor and Trend IntelligenceUse Kalodata, Fastmoss, EchoTik, or equivalent tooling to mine trending products, keywords, creatives, and creatorsProduce a weekly intelligence briefing that feeds creative, merchandising, and NPD signal back to the product teamBenchmark our performance against both our competitors and emerging entrants.EU ExpansionTreat TikTok EU as a defined workstream with its own forecast, resourcing plan, and country-by-country compliance considerations.Build the EU plan: localisation, creator pool, fulfilment economics, regulatory scopeMake the case for dedicated EU resource when the GMV justifies itCross-FunctionalBuild the TikTok-specific response playbook (delivery expectations, creator
claims vs. actual product, return handling)Supply and ops: maintain SKU-level forecasting for hero products; prevent stockouts on viral SKUsFinance: deliver weekly contribution margin reporting and quarterly forecasts with confidence bandsNPD and product: feed trend signal into the product roadmapWhat You'll Be Measured OnPrimary (quarterly):TikTok Shop gross profit in poundsContribution margin % after all variable costsGMV growth rate vs. category benchmarkSecondary (monthly):Active affiliate count producing salesRevenue per live hourHero SKU concentration (% of GMV from top three SKUs)Repeat purchase rate from TikTok-acquired customersHygiene (weekly):Ad ROAS by campaign typeAffiliate commission as % of GMVInventory cover on hero SKUsAccount health score, policy strikes, content takedowns
Who You AreRequiredYou've personally owned TikTok Shop revenue of £3m+ trailing 12-month actual for a single brand, agency-side or in-house. Not \"worked on the team that did £3m\" you owned the number.You can walk through the full P&L of the brand you scaled: contribution margin after ad spend, affiliate commission, samples, returns, and platform fees. If you can't, this isn't your role.You can name the specific SKUs, creators, and campaign structures that drove the scale.Comfortable in spreadsheets and pivot tables. You build your own contribution margin model. If you need finance to tell you whether a campaign was profitable, this isn't your role.Hands-on experience with intelligence tools, with specific examples of how you used them to find trending creatives, products, or creators.Have run affiliate programs at scale (200+ active creators producing sales) with a clear activation, tiering, and pruning process.Strongly PreferredBackground in supplements, beauty,
wellness, or food & beverage. Fashion-only or tech-accessory-only backgrounds need to demonstrate they can handle a regulated, consumable category.Hybrid background: agency exposure for breadth, then in-house ownership of a single brand's P&L for depth.Experience scaling a brand from a meaningful base (£3m+) toward category leadership, not just managing a mature account.Nice to HaveEU TikTok Shop experience, multilingual capability, or familiarity with EU regulatory environment for supplementsExperience hiring and building a small team underneath youDirect exposure to a vertically integrated manufacturer or a brand with in-house supply
What We OfferOpportunity to help shape and grow a fast-scaling channel within a leading, category-defining brandResponsibility to build and develop a team as the channel expandsDirect access to senior leadership, enabling fast decision-making and minimal layers of approvalCompetitive base salary with a performance-related bonus linked to gross profitHybrid working model with occasional travel to events, partners, and international markets as requiredEmployee Assistance Program (EAP) providing confidential support for wellbeing, mental health, and personal matters