About this role

TikTok Shop Growth Manager

Fabula is a fast-growing D2C coffee brand in the United States. TikTok Shop is our major growth channel, and we're looking for someone to take full ownership of building and scaling it.

This is a TikTok Shop growth role - not a creator outreach or influencer marketing role. You will own the TikTok Shop channel as a whole: affiliate growth, creator partnerships, paid TikTok Shop advertising, content, organic growth, conversion, and revenue optimization. You'll be responsible for turning TikTok Shop into a predictable, scalable revenue channel and will work directly with the founders to fine tune the growth engine.

We're looking for someone who understands how all parts of the TikTok ecosystem work together and can make decisions based on GMV, CAC, ROAS, conversion, and profitability - not just creator activity or engagement.

What you'll own

Own the overall TikTok Shop growth strategy, including channel P&L thinking, growth targets, testing roadmap, and prioritization across affiliates, content, and paid media
Build, manage, and scale the TikTok Shop Affiliate Program, including creator sourcing, vetting, onboarding, briefing, commissions, Open Collaboration, Targeted, VIP programs, and relationship management
Develop a scalable creator and UGC acquisition engine that consistently generates content and creators capable of driving sales
Manage and optimize TikTok Shop paid advertising, including GMV Max / GMV Ads, Spark Ads, and whitelisted creator content
Identify winning creators, products, content angles, and offers, then scale what works and cut what doesn't
Build systems for turning organic and affiliate content into high-performing paid creative
Develop and execute the organic TikTok strategy, including content testing, trends, posting cadence, creator collaborations, and community engagement
Analyze the entire TikTok Shop funnel - from creator/content acquisition through clicks, product views, conversion, orders, and GMV - and identify opportunities to improve performance
Track and optimize GMV, CAC, ROAS, conversion rate, attributed revenue, creator ROI, affiliate activation, and profitability
Manage affiliate/creator technology and workflows using platforms such as TikTok Creator Marketplace, Social Snowball, GRIN, Aspire, Modash, Insense, or similar
Create FDA-compliant creator briefs and ensure content follows TikTok, FTC, and regulatory requirements
Continuously test creators, content formats, paid campaigns, commission structures, offers, products, and acquisition strategies to grow the channel
Build repeatable processes and reporting so TikTok Shop growth becomes predictable and scalable rather than dependent on individual creators or one-off viral content

What success looks like

You are ultimately accountable for growing TikTok Shop revenue.

You are

3 years of hands-on TikTok Shop / TikTok growth experience for D2C/eCommerce brands or agencies
You have owned or been directly responsible for growing TikTok Shop as a revenue channel, not just managing creator outreach
Strong understanding of the full TikTok Shop ecosystem, including affiliates, creators, organic content, paid advertising, Spark Ads, and GMV Max / GMV Ads
You have experience using paid TikTok advertising to drive measurable sales, not just organic or affiliate revenue
You can look at a TikTok Shop growth problem and determine whether the solution is more creators, better content, paid amplification, better offers, improved conversion, or a combination
Strong understanding of performance metrics including GMV, CAC, ROAS, CPA, CVR, AOV, creator ROI, and contribution/profitability
Comfortable working with data, dashboards, attribution, and performance reporting
Experienced in building and scaling creator/affiliate programs, including high-volume outreach and creator relationship management
Strong written English - you can write creator briefs, outreach, campaign briefs, and internal performance updates
Highly analytical and commercially minded - you think like a channel owner, not an influencer manager
You use AI daily to improve research, creator sourcing, content ideation, campaign analysis, briefing, and operational efficiency. AI fluency is a must.
Comfortable working directly with founders in a fast-moving environment and taking ownership without needing extensive direction
Highly organized and capable of managing multiple growth initiatives simultaneously

Bonus

Experience scaling TikTok Shop for supplements, wellness, health, beauty, food, coffee, or other D2C consumer brands
Experience with GMV Max / GMV Ads, Spark Ads, whitelisting, and TikTok Shop Ads
Experience managing meaningful monthly TikTok Shop ad spend
Existing network of high-performing TikTok Shop creators
Experience with TikTok Shop analytics, attribution, and catalog/product optimization
Understanding of FTC and FDA compliance requirements

Schedule

Fully remote
Minimum 6-hour overlap with US Eastern Time (10:00 AM–4:00 PM ET)

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