Purpose of Role

Develop and execute merchandise selection strategies and promotion subsidy plans for TikTok Shop UK's e-commerce campaigns. Own key business metrics including GMV scale, operational efficiency, merchant participation rate, and user growth, while aligning strategies with market trends, consumer demand, and platform business objectives.

Responsibilities

• Develop and optimise end-to-end merchandise strategies for UK campaigns including seasonal promotions and Black Friday, by analysing industry trends, competitor offerings, and TikTok user insights to directly drive GMV, conversion rates, and average order value (AOV) growth
• Design merchant incentive mechanisms using platform resources such as traffic support, subsidies, and data tools to attract high-quality merchants and competitively priced products; collaborate with the Industry AM team to expand merchant coverage and improve recruitment efficiency
• Create targeted subsidy strategies for campaigns and conduct A/B tests to optimise subsidy ROI, unlocking user acquisition and repeat purchase growth
• Coordinate with Product, Data Analytics, and Engineering teams to consolidate product feature requirements and build data infrastructure, enabling data-driven strategy adjustments and clear stakeholder alignment

What We Are Looking For

Essential

• At least 1 year of relevant work experience in e-commerce, retail, brand management, consulting, business strategy, operations, or a related field
• Bachelor's degree or above, preferably in Marketing, Business Administration, Data Analytics, Statistics, Economics, or a related discipline
• Strong data analytical and problem-solving skills, with proficiency in Excel, SQL, and data visualisation tools; ability to translate data into actionable business insights
• Excellent cross-functional communication and stakeholder management skills, with the ability to collaborate effectively across Business Development, Product, Data, and Operations teams
• Self-motivated, adaptable, and able to thrive in a fast-paced, dynamic e-commerce environment

Key Metrics Owned

• GMV scale
• Operational efficiency
• Merchant participation rate
• User growth