Strategy & Operations Manager, Shop

Responsibilities

The UK Central Live Shopping Team serves as the centre of excellence and a strategic hub for LIVE eCommerce across Tik Tok Shop UK. Our mission is to accelerate the growth and maturity of the rapidly scaling LIVE eCommerce ecosystem by building scalable frameworks, sharing best practices, and enabling teams, sellers, and creators to succeed in LIVE eCommerce.

We execute on our mission by developing the UK LIVE eCommerce strategy, designing and implementing initiatives to support achievement of the strategy, and working closely with external merchants, agencies and creators.

The team also collaborates with internal cross‑functional partners including Category, Campaign Ops, Creator & Affiliate, Product, Data, Finance, and Governance teams to ensure alignment between strategy, execution, and platform capabilities.

This is a highly unique role, combining both strategy and execution, helping support Tik Tok Shop's growth in the rapidly scaling UK market.

• Data and market analysis: build dashboards and frameworks to monitor LIVE eCommerce performance (traffic, GMV, conversion, participation, creator activity). Conduct deep dives into seller, creator, and category performance to uncover actionable insights. Identify market trends, emerging live content styles, and fast‑growing categories.
• Growth strategy: design strategic frameworks to onboard, incubate, and scale sellers and creators in the LIVE ecosystem. Provide structured input for product features, traffic strategy, and ecosystem policy adjustments to strengthen the overall live commerce experience.
• LIVE eCommerce strategic operations: oversee and advise on operations of our e‑commerce studios and merchant LIVE operations to help grow high‑quality output. Track and evaluate LIVE budget efficiency, including the impact on traffic, GMV, and creator/seller participation. Collaborate with finance, operations, and category teams to optimise spend and ensure long‑term efficiency.
• Be familiar with the creation of eCommerce & digital marketing content: support its development, promotion, and go‑to‑market.

Minimum Qualifications

• Education:
  
  Bachelor’s degree or above. Preferably in Marketing, Business, Communications, or a related field.
• Experience:
  
  3+ years of experience in eCommerce, resource allocation, or product marketing, with a track record of executing successful project initiatives.
• Project management and execution: proven expertise in managing operational projects, covering incentive programs, budgeting, asset allocation.
• Overall product awareness: familiar with domestic and global interactive products such as Tik Tok and Instagram, and LIVE eCommerce in particular.
• Data analysis skills: ability to interpret performance metrics, adjust resource allocation, and enhance campaign effectiveness based on insights.

• Preferred Qualifications
• Experience driving LIVE eCommerce at a merchant, marketplace, or an agency. Or working in a fast‑paced retail / eCommerce environment.
• Understanding of livestream formats, creator behavior, or eCommerce business models.
• Experience managing performance‑based budgets or incentive programs.
• Outstanding skills in working with, and influencing numerous stakeholder groups.

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 constantly iterating and fostering an "Always Day 1" mindset, we achieve meaningful breakthroughs for ourselves, our company, and our users.

When we create and grow together, the possibilities are limitless. Join us.

Tik Tok is committed to creating an inclusive space where employees are valued for their skills, experiences, and unique perspectives. Our platform connects people from across the globe and so does our workplace. At Tik Tok, our mission is to inspire creativity and bring joy. To achieve that goal, we are committed to celebrating our diverse voices and to creating an environment that reflects the many communities we reach.

We are passionate about this and hope you are too.