Director, TikTok Shop

Avenue Z is the leading marketing and communications agency pioneering AI optimization driving influence across all channels—from ChatGPT to The Wall Street Journal to TikTok. With 30 years of leadership in search and content marketing, we apply strategic communications, high-impact PR, performance media, and AI optimization to help companies build reputation and grow revenue through our proprietary, technology-driven approach. We are the agency for influence.

As the Director of TikTok Shop, you will oversee the full TikTok Shop division across paid media, affiliate marketing, and shop operations, ensuring every part of the team is executing at a high level and delivering strong results for clients. This role is responsible for setting the strategic direction for TikTok Shop accounts, supporting top client relationships, overseeing onboarding and execution, and ensuring the team is aligned around growth, efficiency, and performance. The role reflects Avenue Z’s TikTok Shop offering across shop setup, paid media, affiliate activation, product optimization, and operational management.

• Lead the overall strategy and execution of the TikTok Shop department across paid media, affiliate marketing, creator activation, and shop operations.
• Oversee the performance, quality, and consistency of all TikTok Shop client work, ensuring the team executes appropriately and accounts are managed to a high standard.
• Serve as the senior strategic lead on top TikTok Shop clients, guiding account direction, problem-solving, and high-level communication to ensure strong client outcomes.
• Oversee new TikTok Shop account onboarding, ensuring each client has clear setup requirements, timelines, responsibilities, and execution plans in place from the start.
• Hold accountability for department output, ensuring campaigns, affiliate programs, shop operations, and reporting are all aligned with client goals and revenue targets.

• Oversee the build, launch, and optimization of TikTok Shop paid media campaigns based on client goals, promotions, budgets, and ROI targets.
• Guide campaign strategy across GMV Max and other TikTok Shop campaign types, including setup, creative selection, budget pacing, publishing, monitoring, and optimization.
• Review paid media performance and ensure the team is translating data into actionable insights, testing plans, and strategic recommendations.
• Oversee recurring reporting and client-facing performance updates, ensuring results, trends, and next steps are communicated clearly and strategically.
• Partner with internal teams to align offers, creative direction, campaign priorities, and testing strategies with client goals and performance trends.

• Oversee affiliate sourcing strategy to ensure the team is identifying TikTok Shop affiliates whose audiences, content style, and brand alignment are the right fit for each client.
• Guide outreach, approvals, and relationship-building through TikTok Affiliate Center and related tools to drive consistent creator activation.
• Ensure affiliate briefs are developed and maintained with clear talking points, deliverables, expectations, and content direction.
• Oversee product sample coordination across clients, creators, and internal teams to support efficient affiliate activation and content production.
• Review affiliate content and performance trends, identify top-performing creators, and guide strategies to improve creator output, revenue contribution, and retention.
• Ensure the team is proactively building strong affiliate relationships through communication, feedback, and ongoing support that encourages repeat posting and long-term participation.

• Oversee TikTok Shop health and seller performance across accounts, ensuring the team is monitoring issues, resolving problems quickly, and escalating platform-related challenges when needed.
• Ensure products are properly published and maintained in Seller Center, including titles, descriptions, pricing, shipping information, and related listing details.
• Oversee the connection between TikTok Shop and ecommerce systems such as Shopify to help maintain inventory accuracy and operational continuity.
• Ensure shipping and fulfillment settings are configured correctly and aligned with TikTok Shop requirements and fulfillment partners.
• Guide ongoing optimization of product listings, tagging, and shoppable video execution to improve discoverability, conversion, and overall shop performance.
• Ensure the team is monitoring key TikTok Shop health indicators and implementing improvements that strengthen shop fundamentals and long-term account growth.

• Lead, mentor, and develop the TikTok Shop team, ensuring team members across paid media, affiliate marketing, and operations have clear direction, accountability, and support.
• Review team output across strategy, execution, reporting, and client deliverables to maintain quality control and strong operational standards.
• Build and improve workflows, processes, and standard operating procedures that help the TikTok Shop team scale efficiently.
• Assess team capacity and allocate resources appropriately across accounts, priorities, and client needs.
• Collaborate closely with creative, ecommerce, account, and paid media teams to ensure TikTok Shop work is aligned with broader client strategy and internal execution.
• Identify opportunities to improve department performance, expand client impact, and strengthen the overall TikTok Shop offering across the agency.

• 5+ years of experience in digital marketing, ecommerce, social commerce, or TikTok Shop-related work, with strong leadership experience preferred.
• Deep understanding of TikTok Shop, including paid media, affiliate marketing, creator management, Seller Center operations, and shop optimization.
• Experience overseeing cross-functional teams and managing performance across multiple client accounts.
• Strong strategic, operational, and problem-solving skills, with the ability to balance high-level leadership and hands-on account oversight.
• Strong communication and client management skills, with the ability to lead top client relationships and guide internal teams effectively.
• Strong understanding of ecommerce systems, product operations, fulfillment workflows, and revenue-focused performance management within TikTok Shop.