Reports To: Director of Commerce + Creator | Direct Reports: Creator Program Manager | Location: Remote
About the Role
The Lead Social Commerce Strategist is a mid-management role responsible for developing and leading go-to-market strategy for clients on TikTok Shop, as well as creator strategy for paid media clients. Reporting to the Sr. Director of Creator Commerce, this role manages a Creator Program Manager and acts as the strategic lead across affiliate marketing, creator programming, and social commerce execution.
The ideal candidate brings a strong foundation in affiliate and creator marketing — and ideally experience in e-commerce or marketplace selling — and is energized by building scalable programs that drive measurable agency and client revenue.
Key Responsibilities
Go-to-Market Strategy & Client Leadership
- Develop and own the TikTok Shop go-to-market strategy for clients, translating brand objectives into actionable creator and commerce programs.
- Lead creator strategy for paid media clients, ensuring alignment between creator programming, paid amplification, and performance goals.
- Own agency and client revenue tied to social commerce and creator performance, setting targets and holding accountability for outcomes.
Creator Program Strategy & Briefing
- Design tiered creator and affiliate program structures, including incentive frameworks, commission strategies, and briefing standards.
- Develop and deliver creator briefs that clearly communicate campaign objectives, content expectations, and performance benchmarks — ensuring consistency and quality across the program.
- Build and optimize scalable systems for creator sampling workflows and communication, enabling the Creator Program Manager to execute efficiently at scale.
- Establish best practices and playbooks for affiliate onboarding, briefing, and ongoing program management.
Performance & Analytics
- Set KPIs and measurement frameworks for creator and social commerce programs; track GMV, conversion, CTR, content performance, and affiliate program health.
- Analyze program performance and surface insights that inform strategic optimizations; develop forecasts and client-facing reporting.
- Monitor overall social commerce channel health across TikTok Shop and Instagram Shop, identifying risks and growth opportunities.
Cross-Functional Collaboration
- Partner with account managers to ensure creator strategy is aligned with client goals and integrated into the broader marketing plan.
- Collaborate with creative teams to shape content strategy and ensure creator briefs are informed by strong creative direction.
- Coordinate with paid media teams to align organic creator programming with paid amplification strategies and maximize content performance.
Live Shopping
- Support the development of TikTok Live and live shopping strategies for relevant clients where applicable; this is a value-add capability, not a core requirement of the role.
Qualifications
Required
- 5+ years of experience in affiliate marketing, creator/influencer marketing, social commerce, or digital marketing — with at least 2–3 years of hands-on social commerce ownership.
- Deep, hands-on proficiency in TikTok Shop Seller Center, including the Affiliate Management system, campaign tools, and commerce suite.
- Proven track record of building and managing affiliate programs tied to measurable revenue outcomes, including tiering, incentive design, and briefing.
- Strong analytical skills — comfortable working with performance data, dashboards, and large datasets; able to translate findings into strategic recommendations.
- Experience managing performance-driven creator or influencer campaigns with clear KPIs (GMV, conversions, CTR, ROI).
- Demonstrated ability to build scalable operational systems and workflows in a fast-moving environment.
- Strong communicator with experience presenting strategy to clients or senior stakeholders.
- Experience managing or leading direct reports or junior team members.
Preferred
- Background in e-commerce, marketplace selling (Amazon), or DTC.
- Experience with Instagram Shop or other social commerce platforms.
- Familiarity with Impact or other affiliate management platforms.
- Agency experience managing social commerce programs across multiple clients.
- Hands-on experience planning or executing TikTok Live or live shopping events.