Paid Social Director

About Somerce

Somerce is a Tik Tok Shop specialist agency focused on driving GMV growth for brands. We work with some of the fastest-growing beauty, fashion, lifestyle and FMCG brands in the UK, US and EU, helping them scale through Tik Tok Shop using live commerce, affiliates, creators and paid media. Our clients include brands such as P.Louise, Unilever, L'Oréal and Free Soul.

We are looking for a Paid Social Director to lead and scale the paid media function s role will take full ownership of paid social strategy across our client portfolio, with a particular focus on Tik Tok and Tik Tok Shop. Reporting directly to the CEO, this role will be responsible for building a best‑in‑class paid social team, developing scalable performance frameworks and ensuring paid media plays a key role in driving measurable revenue growth for our clients.

• Own the overall paid social strategy across Tik Tok and other key social platforms
• Develop scalable performance frameworks that drive customer acquisition and revenue growth
• Define how paid media supports Tik Tok Shop growth, product launches and key campaign moments
• Work closely with the leadership team to align paid media strategy with wider business goals
• Identify opportunities to scale paid media as a core growth driver for Somerce and our clients

• Build and lead the paid social department as the team continues to scale
• Manage and mentor Paid Media Managers and Executives
• Establish best practices across campaign structure, testing and optimisation
• Set clear performance standards and internal processes for the paid team
• Work with leadership to plan future hiring and department growth

• Oversee paid media performance across the client portfolio
• Ensure campaigns consistently achieve strong results across key metrics including ROAS, CPA, CTR, CVR and GMV
• Drive structured testing across creative, audiences and campaign strategies
• Identify opportunities to scale winning campaigns and top‑performing products
• Maintain oversight of budgets, spend allocation and performance trends

• Work closely with the influencer, live commerce and creative teams to scale high‑performing content through paid media
• Develop creative testing frameworks that identify the strongest hooks, formats and messaging
• Support brands in building paid‑first creative strategies for Tik Tok
• Ensure paid media is effectively amplifying creator content, affiliate content and livestream moments

• Develop paid strategies specifically designed to drive growth on Tik Tok Shop
• Work closely with trading teams to align paid media with product merchandising, bundles and promotions
• Support major livestream events and product launches with paid amplification strategies
• Identify opportunities to scale hero products through paid traffic

• Oversee performance reporting and campaign analysis across all paid activity
• Translate data into clear insights and strategic recommendations for clients
• Work closely with account teams to ensure paid media is integrated into broader client strategies
• Provide leadership‑level insight on performance trends, opportunities and market developments

• Fast‑paced, high‑ownership environment
• Minimal bureaucracy, maximum accountability
• You're expected to challenge, suggest, optimise and lead
• This is a role for someone who enjoys responsibility and impact

• Extensive experience leading paid social strategy within an agency or high‑growth e‑commerce brand
• Deep understanding of Tik Tok advertising and social commerce performance marketing
• Proven experience managing large advertising budgets and scaling campaigns
• Experience building and leading paid media teams
• Strong analytical and commercial mindset with a focus on measurable growth
• Experience working closely with creative teams and creator‑led content
• Strong understanding of how paid media integrates with influencer marketing and live commerce

• Competitive salary, benchmarked to…