The RoleWe are building a first-of-its-kind creator recruitment and development program at Nello, modeled after the best practices of software sales. This role sits at the center of that build. You will provide guidance to a team of 5-10 retainer and commission-based Account Managers who recruit top TikTok Shop affiliates through 1:1 calls - the same motion as a SaaS sales demo - and then you will be focused on managing ongoing creator development post-onboarding (coaching groups and weekly check-ins).
This is a player-coach role. You will be deeply involved in the work: refining the AM playbook, supporting the pipeline, developing creator talent, deepening creator relationships and holding the team accountable to weekly GMV and video count KPIs. You will report directly to Hayton Oei, Director of TikTok Shop Growth, and work alongside the broader TikTok Shop team, brand influencer team, and agency partners.
ResponsibilitiesTeam Coordination & Operations
- Coordinate with and support 5-10 commission-based Account Managers (AMs) in TikTok discovery
- Run weekly pipeline reviews with AMs: calls booked, conversion rate, affiliates recruited, GMV generated
- Help track team KPIs weekly: creator recruits, video count, incremental GMV, affiliate retention
Creator Sales Pipeline
- Provide initial guidance to AMs to ensure they are recruiting creators tightly aligned to Nello's ICP (female 18-35) and expansion segments (female 35+, Spanish-speaking, male 18-25)
- Then owning the internal creator development program thereafter; placing them into coaching groups, and checking in 1:1 weekly with them to make sure they are producing content and providing data-driven insights and feedback on their content to make sure they are achieving KPIs
- Refine creator briefing, retainer negotiation, and posting requirement frameworks on an ongoing basis
- Manage the coaching group program: content coaching, pipeline accountability, and performance feedback
CRM, Tooling & Reporting
- Help manage and improve the system for the creator CRM: pipeline tracking, affiliate GMV attribution, AM performance, internal creator development program
- Produce weekly and monthly reports on team performance for the TikTok Shop team and senior leadership
- Use AI tools to automate reporting, draft outreach templates, identify high-performing creators, and surface insights
- Collaborate with TikTok Shop team on prize campaign design, affiliate briefing, and creator incentive structure
Cross-Functional Collaboration
- Partner with the Brand Influencer team to align creator pipeline and campaign strategy
- Work with agency partners on creator sourcing and campaign execution
- Collaborate with founders and leadership on big-swing initiatives: brand collabs, bus tours, influencer events
- Represent the creator development program in internal reviews and cross-functional planning
RequirementsRequired
- 1-3+ years of experience in creator/influencer program management, affiliate management, or talent development at a brand or talent agency
- Proven experience managing and developing creators or talent with measurable performance outcomes (video output, GMV, engagement, content quality)
- Experience building or running creator coaching programs, content feedback systems, or structured development pipelines
- Proficiency with creator management and content tracking tools: TikTok Shop Seller Center, Growi, Trybe, Kalodata, The Daily Virals or equivalent
- AI fluent: hands-on experience with Claude, ChatGPT, Perplexity, or equivalent AI tools for workflow automation, content analysis, and performance reporting
- Strong Excel and PowerPoint skills - able to build performance dashboards and present creator program results to leadership
- Exceptional written and verbal communication - able to give clear, constructive creative feedback to creators at all levels
- Based in or willing to relocate to Los Angeles, CA (preferred)
Strongly Preferred
- TikTok Shop affiliate management experience - direct familiarity with GMV tracking, commission structures, and posting requirements
- TikTok-native content knowledge: strong understanding of what performs on the FYP, trending formats, hook writing, and creator coaching for short-form video; personal creator side experience is a big plus
- Experience with Claude Cowork, Notion AI, or similar AI-powered collaboration tools
- Talent management experience at a TikTok-focused agency or brand-side influencer partnerships role
- Experience running coaching groups, creator workshops, or structured content feedback programs
- Background in consumer brand, wellness, or DTC e-commerce
- Existing network of TikTok creators, affiliates, or talent managers
Who You Are
- You act like an owner: if you see a problem, you solve it without being asked
- You build boldly: you think 10x, challenge the norm, and take big swings
- Mission over ego: you put the team and the brand first, always
- Signal, not noise: you prioritize what moves the needle and cut through the clutter
- Day 1 mentality: scrappy, resourceful, willing to go outside your job description when the business needs it
- Drama-free, positive, and coachable - you make the people around you better and you are enjoyable to work with
- You are deeply motivated by results, not activity - you measure yourself by outcomes
- Cultural fit: you align with Nello values, embody our culture and bring a positive attitude to our team
- Focus on excellence: you are relentlessly determined to win and are always willing to go the extra mile
Benefits- Participation in company equity plan
- Fully paid medical, vision, and dental insurance
- Fully paid basic life insurance
- Flexible remote work policy
- Quarterly company onsites
