Director, Social Commerce

Role Overview The Director of Social Commerce leads the agency s TikTok Shop department and owns the strategy, execution, growth, and operational development of TikTok Shop services across the client portfolio. This role is responsible for building and scaling a best-in-class social commerce offering that drives revenue for clients, strengthens creator partnerships, improves client retention, and positions the agency as a leading TikTok Shop management partner. This role oversees the full TikTok Shop lifecycle, including shop setup, product and listing optimization, affiliate program strategy, creator recruitment, sample management, campaign planning, paid amplification, performance reporting, and client-facing strategic recommendations. The Director of Social Commerce also manages internal team members, develops scalable systems and processes, evaluates tools and platform updates, and ensures the department operates efficiently as the client roster grows. Core Responsibilities Department Leadership & Strategy • Lead the overall vision, direction, and growth strategy for the TikTok Shop department. • Build, refine, and scale internal processes that improve team efficiency, client outcomes, and operational consistency. • Identify new service opportunities, platform features, revenue levers, and strategic initiatives that can improve client performance and agency value. • Collaborate with leadership to define department goals, pricing models, client expectations, staffing needs, and long-term growth plans. • Stay closely informed on TikTok Shop platform updates, policy changes, logistics requirements, affiliate tools, paid media opportunities, and marketplace trends. • Translate platform changes into clear internal guidance, client recommendations, SOPs, and updated workflows. Client Strategy & Account Growth • Oversee TikTok Shop strategy for a portfolio of client brands across multiple verticals. • Develop customized growth plans based on each client s product category, shop maturity, creator pipeline, GMV performance, sampling capacity, and business goals. • Lead strategic client conversations around creator recruitment, sampling volume, promotions, TikTok One, GMV Max, affiliate commissions, content quality, listing optimization, and retention. • Identify performance gaps and recommend practical solutions to improve creator activation, content output, conversion, GMV, and long-term channel health. • Support client retention by setting clear expectations, communicating progress effectively, and proactively identifying risks or growth blockers. • Partner with client success and sales teams to improve onboarding, expectation-setting, upsell opportunities, and client education. TikTok Shop Management • Oversee end-to-end TikTok Shop setup and management for clients, including account readiness, product catalog setup, affiliate center activation, product visibility, and operational compliance. • Guide product listing optimization, including titles, product copy, pricing, commission strategy, shipping thresholds, and campaign eligibility. • Monitor shop health factors such as Shop Performance Score, fulfillment issues, logistics compliance, customer service requirements, product approval issues, and creator outreach restrictions. • Coordinate with clients and internal teams to resolve operational blockers that may limit creator outreach, sampling, product promotion, or sales performance. • Ensure clients are positioned to participate in relevant TikTok Shop campaigns, seasonal promotions, flash sales, and platform-driven growth opportunities. Creator Affiliate Strategy • Oversee creator recruitment strategy across TikTok Shop affiliate programs, including Target Collaboration, Open Collaboration, TikTok One, and external creator relationship-building efforts. • Develop creator outreach strategies based on product-market fit, creator quality, historical GMV, posting behavior, audience alignment, category relevance, and content style. • Guide team members on sample approval criteria, creator vetting, outreach messaging, follow-up strategy, and creator relationship management. • Create strategies to improve creator post rate, content quality, creator retention, and repeat collaboration. • Build and manage initiatives for top-performing creators, including paid placements, bonus incentives, retainer programs, Discord community engagement, and VIP creator nurturing. Paid Amplification & Revenue Growth • Lead strategy around GMV Max and other TikTok paid amplification opportunities. • Identify when and how to use GMV Max to test, validate, and scale affiliate content. • Recommend budget, ROI targets, campaign structure, creative selection, and optimization strategy based on client goals and available content. • Educate clients and internal teams on how GMV Max, Smart+, TikTok One, affiliate content, and organic creator programs work together. • Use paid amplification as a lever to i...