We're hiring a General Manager to own TikTok as a complete channel P&L. Not a social media manager, not a media buyer. A GM who treats TikTok like a business inside the business.
Straight talk: we've run TikTok before and it didn't work. The strategy was wrong, and we shut it down. This is a deliberate restart with executive backing, real budget, and a single accountable owner. You'll have a blank slate and the mandate to build it correctly this time.
The MandateTwo things, and you own both:
- Paid TikTok as a DTC acquisition channel. Build TikTok ads into a scaled, measurable driver of new subscribers to our own storefront, held to the same CAC and payback standards as our other paid channels.
- Make TikTok Shop actually work. Build the creator and affiliate flywheel, run Shop operations end to end, and grow Shop into a real revenue channel with real margins, not a discount dumping ground.
What You'll Own- Full TikTok channel P&L: budget, targets, spend pacing, and contribution margin across paid and Shop
- Paid media strategy and execution on TikTok, including creative testing systems built with our performance creative team
- The creator and affiliate program: recruiting, activating, and scaling hundreds of creators producing weekly content
- TikTok Shop operations: catalog, offers and pricing strategy, promotions, live commerce, and fulfillment coordination with our ops team
- A content engine that feeds both paid and organic, with volume and velocity as first-class goals
- Measurement: incrementality, halo to DTC, new-to-brand mix, and honest channel economics reported to the executive team
- The team and vendor stack beneath you: creator ops hires, agencies, and TikTok Shop partners as needed
RequirementsSuccess Looks Like- TikTok paid spend scaled within our CAC and payback targets, with incrementality we trust
- A live TikTok Shop affiliate flywheel with consistent weekly creator output and growing GMV at healthy margins
- One owner reporting clean channel economics the executive team can make decisions on
- A restart that sticks: repeatable systems, not a spike
Metrics You'll Be Measured On- Channel CAC and payback on paid TikTok
- TikTok Shop GMV and contribution margin
- Active creator and affiliate count, and content volume per week
- New-to-brand customer mix
- Measured halo lift to DTC
You're a Great Fit If You...- Have operated inside the TikTok ecosystem: at TikTok itself, at a TikTok Shop partner, or at a brand that genuinely cracked Shop
- Have personally owned six-figure monthly paid budgets held to CAC and payback, not engagement metrics
- Have built a creator or affiliate program from scratch and scaled it past 100+ active creators
- Have carried a P&L or channel-level revenue number and can talk contribution margin fluently
- Are a zero-to-one operator: scrappy, hands-on early, then a builder of team and systems
- Can hire and manage the creator ops function beneath you
- Are in Austin or excited to work hybrid from Austin
Not This Role- You are not an organic social manager with a posting calendar
- You are not a pure media buyer waiting for creative to show up
- You do not get to blame the algorithm; you own outcomes, not activities
Benefits- Competitive salary and performance-based bonuses
- Health, dental & vision insurance
- 401K Match
- Unlimited PTO
- Hybrid flexibility from our Austin HQ
- Monthly $500 wellness and $2,500 annual professional development stipend
- Rare mandate: full ownership of a channel restart with executive backing at a high-growth brand
- Open to contract-to-hire for the right operator
