Director, Social Commerce & TikTok Shop

Position Overview

Mission

Own K18's end-to-end creator ecosystem — architecting a creator-led growth engine across both Pro stylist creators (roughly 25–40% of creator mix, for credibility) and consumer creators (for reach and relatability) — while building K18 into the leading social commerce brand through TikTok Shop and future social commerce platforms. Creates a seamless connection between creators, Pro Artists, community, and commerce that drives demand generation across all channels, not TikTok Shop alone.

Core Responsibilities

Creator Ecosystem & UGC Flywheel

• Architect and scale a creator-led growth ecosystem spanning Pro stylist creators and consumer creators.
• Partner with Consumer Engagement to build a UGC flywheel that fuels both organic and paid channels — creator content as the raw material for the full marketing engine, not just TikTok Shop.
• Ensure creator strategy is audience-first, culturally relevant, and performance-measured with clear attribution to downstream channel impact.

Social Commerce Strategy

• Own the long-term social commerce roadmap.
• Identify emerging commerce opportunities across TikTok, Instagram, YouTube, and future platforms.
• Develop annual business plans and growth forecasts.

TikTok Shop General Management

• Own TikTok Shop demand generation, revenue, and KPIs.
• Identify and build content creators, Pro community roster to drive content creation.
• Develop POV on Livestream opportunities and execute against to amplify.
• Manage assortment, merchandising, pricing, exclusives, bundles, and launches.
• Optimize storefront performance and customer experience.

Creator & Affiliate Commerce

• Build a scalable affiliate strategy in alignment with media and consumer engagement team.
• Recruit and grow high-performing creator partners.
• Identify and recruit Pro Artistry talent for content creation and Livestreams.
• Develop incentive structures and creator segmentation.
• Partner closely with Influencer Marketing while owning the commerce outcomes.

Livestream Commerce

• Build a recurring LIVE shopping calendar.
• Partner with creators and educators.
• Measure conversion and customer acquisition from live events.

Growth & Performance

• Own KPIs including: GMV, EMV, NCA, Traffic & Revenue impact across all channels, Conversion Rate, AOV, Repeat Rate, Affiliate Revenue, CAC, ROAS, Creator Productivity (Stylist acquisition), LTV.

Qualifications

• 5+ years in ecommerce, marketplaces, or social commerce.
• Deep TikTok Shop expertise.
• Strong analytical skills.
• Experience scaling affiliate and creator programs.
• Comfortable working in a high-growth environment.
• Experience working in the following platforms: Rakuten, LTK, ShopMy, TikTok Shop.
• Proven ability to plan and execute performance-driven affiliate campaigns.
• Analytical skills with experience using tools (e.g., Google Analytics, Measured, RetentionX, Shopify) to track and report on campaign performance.
• Strong analytical skills with a focus on data-driven decision-making and channel optimization.
• Experience working cross-functionally in complex organizations to align strategies and drive outcomes.

What Success Looks Like

Within 12 months this person should:

• Build a best-in-class TikTok Shop.
• Establish a scalable creator commerce engine.
• Launch a repeatable LIVE commerce program.
• Integrate creator, paid media, and merchandising into one growth engine.
• Deliver significant demand generation and meaningful incremental revenue while improving customer acquisition efficiency.

Salary Range: up to $185k (in USD $)

This range represents the low and high end of the anticipated base salary range for this position. The actual base salary will depend on numerous factors such as: experience, knowledge and skills, and if the location of the job changes.

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