Head of Growth Solutions

Principal Duties and Responsibilities

The Head of Content-Led Growth & TikTok Shop Enablement is a strategic leadership role responsible for building Etaily’s TikTok Shop and video commerce ecosystem. This includes leading livestreaming, affiliate, and influencer operations while integrating content into commercial growth strategies. The role is tasked with building scalable systems, acquiring TikTok-native brands, optimizing performance-driven content funnels, and managing cross-platform affiliate programs. This leader must be deeply immersed in market intelligence, performance analytics, and creator partnerships, while working cross-functionally across commercial, operations, and marketing teams to drive revenue and innovation.

Key Responsibilities

TikTok Shop Infrastructure & Growth Operations

• Build and optimize operations for TikTok Shop including livestreaming, affiliate workflows, content funnels, and sales tracking
• Work closely with Etaily’s enablement and logistics teams to ensure seamless order-to-delivery and customer satisfaction

Brand Acquisition & Onboarding

• Identify TikTok-native or TikTok-ready brands in beauty, fashion, lifestyle, and consumer goods
• ​​​​​​​Lead end-to-end onboarding: commercial negotiations, product listing, shop setup, and launch

Platform Relationship Management

• Liaise with TikTok’s team to stay ahead of trends, algorithm shifts, and incentive programs
• ​​​​​​​Represent Etaily in co-marketing and case study opportunities to position the company as a strategic TikTok Shop partner

Market Intelligence & Competitive Analysis

• Track M-Commerce trends and analyze competitor activities, especially TikTok Shop enablers
• ​​​​​​​Provide insights to refine go-to-market strategies and identify growth opportunities

Strategic Leadership & Content Growth Planning

• Define success metrics and monetization models for content-led growth
• ​​​​​​​Collaborate with Commercial, Tech, and Marketing teams to embed content into broader business plans

Content & Video Commerce

• Oversee Etaily’s content engine for livestreams, short-form videos, and branded campaigns
• Lead content creation with internal teams and influencers, optimizing for engagement, reach, and GMV

Livestreaming Strategy & Execution

• Build a scalable livestreaming model: SOPs, talent pipelines, and playbooks
• ​​​​​​​Manage Shopee Live, LazLive, and TikTok Shop streams, monitoring metrics like GMV per stream, viewer retention, and conversion rates

Affiliate Program Management

• Lead affiliate efforts across TikTok Shop, Shopee, Lazada, and partner networks
• Recruit and manage affiliates and creators, providing performance-based incentives
• ​​​​​​​Analyze affiliate data and increase share of voice in key categories

Creator & Influencer Collaboration

• Build and nurture partnerships with creators and hosts to co-develop campaigns
• Negotiate retainer and performance-based deals based on creator benchmarks

Performance Monitoring & Optimization

• Define and track key performance metrics across all growth initiatives
• ​​​​​​​Provide data-driven recommendations to optimize ROI, reduce funnel drop-offs, and improve campaign effectiveness

Your Profile

You are an entrepreneurial leader who thrives at the intersection of content, commerce, and performance. You understand how to scale creator-led ecosystems and live commerce platforms while driving measurable business impact. With a strong background in digital marketing, e-commerce, and content strategy, you are both creative and analytical, with proven experience in building and leading high-performing, cross-functional teams.

Key Qualifications

• 5+ years of experience in digital marketing, e-commerce, content strategy, or growth operations
• Deep understanding of livestreaming, short-form content, and affiliate performance models
• Prior experience with TikTok Shop, Shopee, Lazada, or similar marketplaces
• Background in content agencies, growth solution providers, or multi-channel networks (MCNs) is a strong plus
• Excellent leadership, project management, and stakeholder engagement skills
• Data-driven mindset with working knowledge of attribution tools and campaign analytics
• Strong communication skills in English and Filipino
• Comfortable working in a Hybrid setup with flexible collaboration across departments