TikTok Shop Growth Manager

Fabula is a fast-growing D2C coffee brand in the United States. TikTok Shop is our major growth channel, and we're looking for someone to take full ownership of building and scaling it. This is a TikTok Shop growth role - not a creator outreach or influencer marketing role. You will own the TikTok Shop channel as a whole: affiliate growth, creator partnerships, paid TikTok Shop advertising, content, organic growth, conversion, and revenue optimization. You'll be responsible for turning TikTok Shop into a predictable, scalable revenue channel and will work directly with the founders to fine tune the growth engine. We're looking for someone who understands how all parts of the TikTok ecosystem work together and can make decisions based on GMV, CAC, ROAS, conversion, and profitability - not just creator activity or engagement. What you'll own: - Own the overall TikTok Shop growth strategy, including channel P&L thinking, growth targets, testing roadmap, and prioritization across affiliates, content, and paid media - Build, manage, and scale the TikTok Shop Affiliate Program, including creator sourcing, vetting, onboarding, briefing, commissions, Open Collaboration, Targeted, VIP programs, and relationship management - Develop a scalable creator and UGC acquisition engine that consistently generates content and creators capable of driving sales - Manage and optimize TikTok Shop paid advertising, including GMV Max / GMV Ads, Spark Ads, and whitelisted creator content - Identify winning creators, products, content angles, and offers, then scale what works and cut what doesn't - Build systems for turning organic and affiliate content into high-performing paid creative - Develop and execute the organic TikTok strategy, including content testing, trends, posting cadence, creator collaborations, and community engagement - Analyze the entire TikTok Shop funnel - from creator/content acquisition through clicks, product views, conversion, orders, and GMV - and identify opportunities to improve performance - Track and optimize GMV, CAC, ROAS, conversion rate, attributed revenue, creator ROI, affiliate activation, and profitability - Manage affiliate/creator technology and workflows using platforms such as TikTok Creator Marketplace, Social Snowball, GRIN, Aspire, Modash, Insense, or similar - Create FDA-compliant creator briefs and ensure content follows TikTok, FTC, and regulatory requirements - Continuously test creators, content formats, paid campaigns, commission structures, offers, products, and acquisition strategies to grow the channel - Build repeatable processes and reporting so TikTok Shop growth becomes predictable and scalable rather than dependent on individual creators or one-off viral content What success looks like: You are ultimately accountable for growing TikTok Shop revenue. You are: - 3 years of hands-on TikTok Shop / TikTok growth experience for D2C/eCommerce brands or agencies - You have owned or been directly responsible for growing TikTok Shop as a revenue channel, not just managing creator outreach - Strong understanding of the full TikTok Shop ecosystem, including affiliates, creators, organic content, paid advertising, Spark Ads, and GMV Max / GMV Ads - You have experience using paid TikTok advertising to drive measurable sales, not just organic or affiliate revenue - You can look at a TikTok Shop growth problem and determine whether the solution is more creators, better content, paid amplification, better offers, improved conversion, or a combination - Strong understanding of performance metrics including GMV, CAC, ROAS, CPA, CVR, AOV, creator ROI, and contribution/profitability - Comfortable working with data, dashboards, attribution, and performance reporting - Experienced in building and scaling creator/affiliate programs, including high-volume outreach and creator relationship management - Strong written English - you can write creator briefs, outreach, campaign briefs, and internal performance updates - Highly analytical and commercially minded - you think like a channel owner, not an influencer manager - You use AI daily to improve research, creator sourcing, content ideation, campaign analysis, briefing, and operational efficiency. AI fluency is a must. - Comfortable working directly with founders in a fast-moving environment and taking ownership without needing extensive direction -Highly organized and capable of managing multiple growth initiatives simultaneously Bonus - Experience scaling TikTok Shop for supplements, wellness, health, beauty, food, coffee, or other D2C consumer brands - Experience with GMV Max / GMV Ads, Spark Ads, whitelisting, and TikTok Shop Ads - Experience managing meaningful monthly TikTok Shop ad spend - Existing network of high-performing TikTok Shop creators - Experience with TikTok Shop analytics, attribution, and catalog/product optimization - Understanding of FTC and FDA compliance requirements Schedule - Fully remote - Minimum 6-hour overlap with US Eastern Time (10:00 AM–4:00 PM ET)