Shop - Strategy Analyst - Merchandise

Location:

London

Regular

A233223A

About the Team The UK MAI (Merchant Acquisition and Incubation) team is responsible for UK Tik Tok Shop merchant and merchandise growth, aiming to onboard, incubate, educate merchants from scratch and drive their business success.

The strategy team supports merchants on Tik Tok Shop by including education, incubation, analytics and strategy.

As part of the strategy and analytics function, you will support team members by identifying growth opportunities, implementing actionable insights, and driving high-impact initiatives that lead to GMV growth. You’ll collaborate with third party vendors, own strategic work-streams, and contribute to improving operational workflows and business performance.

• Own end-to-end merchandise growth, from identifying opportunities and designing strategies to driving execution, scaling, and performance optimization.
• Develop product growth strategies across supply, pricing, content, creator matchmaking, traffic, and incentives to accelerate products through different growth stages.
• Translate strategic ideas into actionable plans and experiments, track key metrics, diagnose bottlenecks, and continuously optimise based on results.
• Collaborate with industry, merchant, creator, product, and algorithm teams to drive cross-functional execution and ensure strategies are successfully landed.
• Drive short- and long-term business planning, working closely with senior management to define strategic initiatives and develop clear, structured proposals for growth.

• Bachelor’s degree or above, with 3+ years of experience in e-commerce, business strategy, merchandise/category strategy, growth, or related fields.
• Strong analytical and problem-solving skills, with the ability to turn data and market insights into actionable growth strategies; SQL or BI experience is a plus.
• Strong strategic thinking and business judgment, with the ability to identify growth opportunities and design structured, scalable solutions.
• Results-driven with strong ownership, able to take initiatives from strategy design through hands-on execution and deliver measurable business impact.
• Excellent communication and cross-functional collaboration skills, with the ability to influence stakeholders and drive alignment across teams.

• Self-starter, hands-on and comfortable with ambiguity, able to move quickly, solve problems independently, and adapt in a fast-paced environment.
• Strong critical thinking and problem-solving abilities to identify growth opportunities and challenges, and propose innovative, data-backed solutions.
• Hands-on and detail-oriented, willing to take on operational tasks and execute efficiently.
• Ability to thrive in ambiguity and adapt to change.

Tik Tok is the leading destination for short-form mobile video. At Tik Tok, our mission is to inspire creativity and bring joy. Tik Tok's global headquarters are in Los Angeles and Singapore, and we also have offices in New York City, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

Inspiring creativity is at the core of Tik Tok's mission. Our innovative product is built to help people authentically express themselves, discover and connect – and our global, diverse teams make that possible. Together, we create value for our communities, inspire creativity and bring joy - a mission we work towards every day.

We strive to do great things with great people. We lead with curiosity, humility, and a desire to make impact in a rapidly growing tech company. Every challenge is an opportunity to learn and innovate as one team. We're resilient and embrace challenges as they come. By…