Growth & Operations Lead - TikTok Shop Vertical - ECommerce

TikTok Shop Growth & Ops Lead

Location: Dubai

Function: Global E-Commerce TikTok Shop vertical

Scope: Global TikTok Shop business across US, UK, Europe, and future markets (SEA, LatAm where TikTok Shop opens)

Role purpose:

Set up and scale the TikTok Shop business globally. The role is responsible for turning TikTok Shop into a scalable, profitable channel for the companys brands starting with Aer and expanding to more SKUs and brands as the business grows. This role owns daily execution, weekly GMV delivery, monthly P&L health, and quarterly market expansion.

Key responsibilities:

• Lead end-to-end TikTok Shop launches in new markets entity setup, account onboarding, category approvals, compliance, payouts and bank setup.
• Build and maintain a market entry checklist that can be reused for every new shop.
• Sequence launches by market opportunity, brand fit, fulfilment readiness and platform support.
• Manage relationships with TikTok Shop category managers, FBT and platform support teams.
• Own day-to-day TikTok Shop operations across live markets.
• Drive GMV through a structured weekly execution rhythm promotions, vouchers, flash sales, livestream calendars, affiliate pushes and ad boosts.
• Ensure listings are healthy, prices are aligned, stock is available, and shop scores are protected.
• Resolve operational issues fast: order cancellations, listing takedowns, payouts, returns and platform escalations.
• Run the affiliate engine on TikTok Shop open plans, target plans, commission rates and creator outreach pipelines.
• Work closely with the Creator/Content/Affiliate Lead to use the central creator database and brief templates.
• Push for the right creator mix small/medium creators for volume, hero creators for scale moments.
• Track creator GMV, content output, and cost per order at shop level.
• Own the TikTok Shop paid media plan Video Shopping Ads, LIVE Shopping Ads, Product Shopping Ads and GMV Max.
• Test and scale winning creatives, manage daily budgets, control ROAS and POAS.
• Coordinate with the Performance & Analytics Lead on test design, learnings and scaling rules.
• Manage paid media agencies where used, with clear performance guardrails.
• Decide TikTok Shop assortment in line with global guardrails.
• Build SKU bundles, pack sizes and price ladders that work for TikTok Shops impulse buy behavior.
• Plan promotion calendars by market sale events, payday moments, platform mega sales, brand campaigns.
• Manage NPD launches on TikTok Shop with a clean launch checklist.
• Track listing health, video health, shop score, ODR, late dispatch rate and cancellation rate.
• Manage inventory planning with supply chain forecast vs actual, stock cover, stockout risk.
• Coordinate with 3PL or fulfillment partners for on-time dispatch.
• Manage CX escalations and protect shop ratings.
• Own TikTok Shop GMV, contribution margin and shop-level P&L for the markets in scope.
• Track platform fees, commissions, fulfillment cost, returns and deductions.
• Flag margin leaks early. Recommend price, pack or promo changes to protect contribution.
• Build the monthly TikTok Shop business pack for the Global E-Commerce Lead.
• Manage the shared Ops Executive and external agencies on a day-to-day basis.
• Provide clear briefs, scorecards and reviews for all agency partners.
• Work with brand, supply chain, finance, legal and tax teams for market readiness.
• Represent TikTok Shop in monthly business reviews and leadership updates.

KPIs:

• Business KPIs: TikTok Shop GMV, Net sales value (NSV), Gross contribution margin, Average Order Value (AOV), Repeat order rate.
• Growth KPIs: Affiliate GMV %, Creator GMV, Number of active creators per shop, Number of videos live per day per shop, LIVE GMV %.
• Performance KPIs: ROAS / POAS on GMV Max, CAC for new buyers, Creative pass rate.
• Operational KPIs: Shop score, Order Defect Rate (ODR), Late Dispatch Rate, Cancellation rate, Listing health score, Stock cover days, Days to resolve platform escalations.
• Expansion KPIs: New TikTok Shop markets launched on time, Time from approval to first sale, Launch checklist compliance score.

Skills and experience required:

• 4 to 6 years of total experience, with at least 2 to 3 years in e-commerce, digital, or social commerce roles.
• Hands-on experience running TikTok Shop, or Shopee/Lazada/Amazon Live, or strong direct e-commerce platform experience with creator-led growth.
• Experience launching a shop or marketplace in at least one market end to end.
• Experience working with creators, affiliates and UGC content at scale, not only as a marketer but as a commercial operator.
• Experience managing agencies, with clear performance scorecards.
• Experience working across multiple geographies is a plus US, UK, EU, GCC or SEA.
• Strong understanding of TikTok Shop mechanics, commercial sense, content/creator instinct, execution and operations skills.
• Comfortable with data and dashboards (GMV, ROAS, CAC, AOV, CVR, ODR) and weekly/monthly business reporting.
• Bias for action and ownership, strong communication and stakeholder management.
• Tools: TikTok Shop Seller Center, TikTok Ads Manager, GMV Max, Excel/Google Sheets, Power BI.