Manager, TikTok Shop Marketing

About us:

For over 25 years, Stila has been inspiring Fashion Week makeup trends and creating artistry-proven products that perform as promised, lasting from morning to moonlight. We create products that translate from the runway to real life with a touch of whimsical playfulness.

At Stila, we believe the right makeup can turn even the simplest look into a statement as authentic as your signature. We have a spirited and approachable style, and we are passionate about inspiring everyone to celebrate their uniqueness, starting with their makeup.

Manager, TikTok Shop Marketing

Reports to: VP of Brand & Digital Marketing

Location: New York City

Role Overview

The Senior Manager, TikTok Shop Marketing will own the end-to-end TikTok Shop ecosystem for Stila—driving revenue through strategic merchandising, creator and affiliate growth, in-house content creation/ideation, and a best-in-class livestream program.

This role sits at the intersection of commerce, content, community, and livestream selling. You will be accountable for scaling GMV through TikTok Shop optimization, creator and affiliate partnerships, and a robust livestream strategy. In addition to leading strategy and execution, this role will serve as a regular on-air personality, hosting and participating in livestreams to educate, engage, and convert audiences in real time.

This is a highly visible, hands-onrole requiring both analytical rigor and strong on-camera presence.

Key Responsibilities

TikTok Shop Strategy, Merchandising & Growth

• Own the overall TikTok Shop strategy, driving GMV growth through optimized assortment, pricing, promotions, and content.
• Track SKU-level performance and continuously optimize merchandising, content strategy, and offers to improve conversion.
• Support E-Commerce Director with DTC merchandizing and optimization.
• Partner cross-functionally with Commercial, E-Commerce, Creative, Social, and Brand leads to ensure all promos and assets align with brand guidelines, TikTok-native best practices, and commercial team strategy.
• Test and scale promotional mechanics, creator incentives, and content formats to unlock incremental revenue.
• Develop reporting, insights, and strategic recommendations to inform leadership decisions, forecasting, and investment allocation.

Livestream Strategy, Execution & On-Air Hosting

• Lead the livestream commerce strategy for TikTok Shop, including cadence, format development, talent strategy, and performance optimization.
• Own end-to-end livestream execution: run of show, product sequencing, talking points, offers, creator coordination, and post-live analysis.
• Serve as a regular on-air host or co-host, confidently representing the Stila brand while educating viewers, demonstrating products, and driving conversion.
• Identify and coach internal and external livestream talent, including creators and affiliates, to elevate performance and consistency.

Affiliate Network Management & Creator Partnerships

• Build, scale, and manage Stila’s TikTok Shop affiliate program across TikTok Shop, Lark, Discord, and additional platforms.
• Identify, recruit, onboard, and retain high-performing creators and affiliates, ensuring they are equipped with the right education, assets, and incentives.
• Develop tiered earning models, recognition programs, and playbooks to grow affiliates from entry-level to top-performing sellers.
• Partner closely with the VP, Brand & Digital Marketing and Brand/Social teams to align affiliate efforts with launches, campaigns, and brand moments.
• Maintain strong long-term creator relationships through coaching, feedback, and performance optimization guidance.

Creator & Affiliate Retainer Campaign Execution

• Own end-to-end execution of creator and affiliate retainer campaigns, including sourcing, negotiation, briefing, approvals, and reporting.
• Develop clear, conversion-focused briefs that balance brand storytelling with TikTok-native performance drivers.
• Review and approve content to ensure alignment with brand standards while maximizing hooks, pacing, and call-to-action effectiveness.
• Partner with Brand, Social, and Account teams to ensure campaigns deliver against KPIs including GMV, ROAS, and retention.

Community Building, Engagement & Retention

• Establish scalable community infrastructure including guidelines, FAQs, resource hubs, and communication workflows.
• Plan and host digital and in-person events such as masterclasses, livestream training, product previews, and webinars.
• Develop consistent communication pipelines (newsletters, announcements, product updates) to keep the community informed and motivated.
• Identify and cultivate top-tier affiliates through exclusive access, early launches, and personalized performance support.

Affiliate Enablement & Incubation Programs

• Design and execute structured incubation programs to help new and mid-tier affiliates scale performance.
• Segment affiliates by tier, performance, and product focus, tailoring enablement strategies accordingly.
• Collaborate with data, brand, and product teams to identify high-potential creators and inform education and incentive design.

Performance Tracking, Insights & Optimization

• Own KPI tracking across TikTok Shop sales, livestream performance, affiliate conversion, and community engagement.
• Monitor community health metrics including activation, engagement, and retention.
• Deliver clear, actionable reporting and insights to leadership.
• Identify trends, opportunities, and scalable content or incentive strategies that drive sustained revenue growth.
• Work in close collaboration with VP, Brand & Digital on budget alignment and spend through.

Qualifications

• 5–8+ years of experience in social commerce, e-commerce, influencer marketing, or creator partnerships (beauty strongly preferred).