Head of TikTok Shop

For You Advertising (part of Soar Group)

London, hybrid (2 days per week in Chalk Farm office)

Full-time

Competitive salary + performance-related bonus

Build the UK’s leading Tik Tok Shop department, not just run it

For You Advertising (FYA) is Soar Group’s Tik Tok specialist and the only agency in the UK with Triple Tik Tok Partner status across Marketing, Creative and Shop. Soar Group is one of the UK’s fastest-growing performance marketing agencies. We drive new customer revenue for 8–9 figure DTC e-commerce brands through Meta, Google, Tik Tok and Performance Creative.

Tik Tok Shop sits at the centre of the social and creator commerce business we’re building. The department has grown fast on a flat, hands-on structure, and it now needs a leader to design and build what comes next.

This is a Head of role, not a lead role. We aren’t looking for the best operator in the room. We want the person who builds the operators, and who gets the team to a point where it runs and grows without them in the detail.

You’ll start by leading a talented team of Shop Managers, Affiliate Managers (in the UK and offshore) and a GMV Max Manager. Over the next 12–18 months you’ll build a leadership layer underneath you, with a lead in each discipline: affiliate, shop strategy, GMV Max, LIVE, and client services. Some of those teams don’t fully exist yet. Designing them is your job.

As our social commerce offering grows, so does the scope of this role. There is no ceiling here.

Your mission is to take us from managing shops for a fee to owning growth for our clients and sharing in it.

Commercial performance. You’ll own the Tik Tok Shop P&L, including revenue, margin and EBITDA contribution across every client. Our model is performance-linked, so your focus is proving incremental lift sooner and growing it further, while keeping every client and every shop profitable. You’ll lead senior commercial conversations, including upgrades, fee reviews and escalations, and spot commercial drift before it becomes a problem.

The transformation. You’ll set the vision and target structure for the department, build the business case, and hire the leaders it needs, all while delivering against the current forecast with the existing team. The team has strong client relationships and a strong delivery identity. You’ll raise the ceiling without losing what already works.

People and progression. You’ll coach and develop the team. With HR, you’ll define levels, roles and progression paths, and design reward that’s linked to results. You’ll grow future leaders from within, and you’ll build routes to seniority that don’t all depend on managing people.

Clients. You’ll be the senior Tik Tok Shop voice for our clients and own the most complex relationships. You’ll build a client experience that sets FYA apart, covering onboarding, strategy sign-off, reporting and QBRs. You’ll also bring a cross-channel perspective that opens up bigger conversations with clients across the wider Soar Group offering, including Meta, Google and Creative.

Growth methodology. You’ll own and evolve how FYA grows a Tik Tok Shop, from audit and Growth Plan through to the Q  cycle. You’ll codify how affiliate, shop strategy, GMV Max and LIVE work together and hand over to each other, and you’ll set the evidence standard so that every claim separates what is known, what is modelled and what is assumed.

The Tik Tok partnership. You’ll own our day-to-day relationship with Tik Tok’s partner and category teams and protect our Shop Partner status. You’ll represent FYA as the UK’s Tik Tok Shop specialist at events, on panels and in the market.

Operational excellence. You’ll build the frameworks the department runs on:…