Overall Responsibilities

This role owns the strategy and execution of our creator ecosystem on TikTok Shop as its own commerce engine, while also fuel both DTC, Amazon and In-store retail growth. You’ll be responsible for scaling a high‑performance engine across massive‑scale product seeding, affiliate management, paid partnerships, and the development of a long‑term in‑house ambassador program.

This is a department‑owning role. You’ll set the strategy, build the operating frameworks, and manage execution across TikTok Shop and affiliate channels like ShopMy and LTK—starting hands‑on, then evolving into leadership as the function scales.

The ideal candidate is a pro‑sumer of social trends who is equal parts relational and analytical. You know how to translate creator affinity into measurable GMV, while also building durable brand equity. You’ll turn creator content into a core driver of our Growth Loop.

Specific Key Responsibilities & Duties

High‑Velocity Seeding & Affiliate Pipeline

• Own the strategy and execution of large‑scale product seeding and affiliate programs across TikTok Shop.
• Own the strategy and execution of sourcing on-brand micro and macro influencers to achieve brand objectives on Instagram.
• Engineer "scroll‑stopping" creator experiences designed to drive organic story tags, high‑retention video content, and measurable GMV.
• Build and maintain high‑volume seeding lists across priority segments, including experts, educators, and lifestyle creators.
• Lead the DTC affiliate program, including Shopmy and LTK defining clear tiers, incentive structures, and performance benchmarks.
• Partner with Operations to ensure seamless gifting fulfillment, tracking, and reporting.

Data‑Driven Measurement & Optimization

• Stand up and own a robust measurement loop to track post rates, content quality, GMV, CVR, repeat rates and New‑to‑Brand impact.
• Establish weekly operating rhythms to assess efficiency and pivot strategy based on real‑time performance.
• Translate data into clear decisions on creator spend, prioritization, and scaling.
• Collaborate with Growth to connect creator performance to broader DTC and retail outcomes.

Paid Partnerships & Content Strategy

• Manage the end‑to‑end paid and gifting creator pipeline, including sourcing, rate negotiation, contracting, and creative briefing.
• Own paid creator budgets with accurate forecasting and detailed performance readouts for leadership.
• Partner with Content team to turn creator insights into repeatable, high‑performing briefs that generate winning hooks and "scroll‑stopping" messaging.

Department & Program Ownership

• Own the Creator & Affiliate Performance function, setting strategy, KPIs, and execution standards.
• Oversee ShopMy and Tiktok, including managing the team member responsible for day‑to‑day execution.
• Build and scale an in‑house ambassador program, including creator selection, tiering, incentives, and ongoing contracts.
• Own and develop top creator relationships while ensuring scalable systems support the broader program.

Knowledge, Skills &Abilities Requirements

• 5-8+ years of experience in influencer marketing, affiliate marketing, or social commerce.
• Proven track record scaling performance‑based creator or affiliate programs, ideally within TikTok Shop or high‑growth DTC brands.
• Experience executing high‑volume seeding campaigns and performance‑driven partnerships.
• Strong analytical capabilities—you are highly proficient in Google Sheets and use data to drive ROI decisions.
• Strong creative intuition—you understand why content performs and can translate that insight into repeatable frameworks.
• Experience managing or overseeing ShopMy programs.
• Ability to move fast and operate with high ownership in a lean environment.
• Excellent organizational skills for managing complex pipelines, budgets, and cross‑functional work.

Success Metrics

• GMV driven by creators and affiliates
• Contribution from top‑performing and ambassador creators
• Creator ROI and efficiency of spend

Repeat output and retention of high‑impact creators