General Manager, TikTok (Shop Paid

Everyday Dose is the fastest-growing functional coffee brand in the country, with hundreds of thousands of active subscribers and a business built on product people genuinely feel a difference from. We're headquartered in Austin, TX.

We're hiring a General Manager to own Tik Tok as a complete channel P&L. Not a social media manager, not a media buyer. A GM who treats Tik Tok like a business inside the business.

Straight talk: we've run Tik Tok 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.

• Paid Tik Tok as a DTC acquisition channel. Build Tik Tok 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 Tik Tok 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.

• Full Tik Tok channel P&L: budget, targets, spend pacing, and contribution margin across paid and Shop
• Paid media strategy and execution on Tik Tok, 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
• Tik Tok 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 Tik Tok Shop partners as needed

• Tik Tok paid spend scaled within our CAC and payback targets, with incrementality we trust
• A live Tik Tok 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

• Channel CAC and payback on paid Tik Tok
• Tik Tok 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

• Have operated inside the Tik Tok ecosystem: at Tik Tok itself, at a Tik Tok 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

• 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

• 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