TIKTOK SHOP Manager - Shiseido UK&I

TIKTOK SHOP Manager 

Shiseido UK&I

MISSION

We are seeking an entrepreneurial talent to build the future of Discovery-Commerce at Shiseido.

As Social Commerce Manager, you will lead the UK launch, scale, and acceleration of our first global TikTok Shop, transforming social discovery into an impactful consumer engagement and commerce channel, creating a scalable playbook for future brands, markets and opportunities.

In partnership with the UK&I Brand, Commercial, and Digital leadership, you will lead the end-to-end TikTok Shop agenda, spanning strategy, joint business planning, commercial trading, creator commerce, operations, fulfilment, and performance. Working with UK, regional, and global teams, you will translate real-time market learning into action, educate, and influence stakeholders across the organisation, and help shape how discovery-commerce evolves within our prestige beauty portfolio.

This is a unique opportunity to put your name on one of the most exciting growth channels in digital commerce, building new capabilities, forging strategic partnerships and helping define the future of social commerce at Shiseido.

ORGANISATION

Reports to: Head of eCommerce

Job Location: Shiseido UK&I London Head Office

Contract Type : Permanent

Salary £50,000-55,000 per annum

MAIN RESPONSIBILITIES :

1. Channel Strategy & Commercial Leadership

• Set the ambition, strategy and roadmap for TikTok Shop, balancing growth, profitability, brand equity and operational readiness.


• Own the channel P&L, GMV, net sales, margin, conversion, average order value and customer acquisition performance.


• Build annual and quarterly plans, trading priorities and investment recommendations, using evidence to make decisions in a fast-changing environment.


• Define clear pilot success criteria and recommend when, where and how to scale across additional brands in the portfolio.

2. TikTok Partnership, JBP & Agency Leadership

• Build a strategic relationship with TikTok Shop and lead joint business planning, including growth priorities, platform opportunities, campaigns, insights and capability development.


• Lead the commercial and operational agenda for Fulfilled by TikTok (FBT), ensuring the fulfilment model supports customer experience, availability and profitable scale.


• Direct the TikTok Shop agency against clear objectives, service levels and performance measures, using specialist expertise to accelerate launch while building internal capability.


• Connect platform and agency partners with Brand, Digital, Media, Communications, Supply Chain, Customer Service, IT, Finance and Legal teams.

3. Trading, Merchandising & Shop Operations

• Own the trading calendar, product launches, hero assortment, bundles, promotions and channel-exclusive opportunities.


• Manage Seller Centre standards, catalogue quality, pricing accuracy, availability and shop merchandising to maximise conversion.


• Use product, content and customer signals to identify growth opportunities and rapidly scale what works.


• Partner with Supply Chain and fulfilment teams to improve forecasting, stock readiness and response to demand or virality spikes.

4. Creator, Affiliate, Content & LIVE Commerce

• Shape the commercial creator and affiliate strategy, including recruitment, segmentation, commission, seeding, activation and retention.


• Build a high-quality creator ecosystem that drives discovery, product education, brand relevance and sales.


• Align organic, paid, affiliate, creator and shop activity into one connected growth plan.


• Develop LIVE commerce as both a brand and conversion experience, partnering with internal teams, hosts, creators and the agency to test and optimise formats.

5. Performance, Experimentation & Learning

• Create a full-funnel measurement framework spanning reach, traffic, creator productivity, affiliate performance, conversion, GMV, margin, new customers and repeat behaviour.


• Maintain a disciplined test-and-learn roadmap across products, bundles, promotions, content, creators, LIVE, media and new platform features.


• Turn performance data into clear actions, investment choices and senior-level recommendations.


• Document pilot learning and build practical standards, toolkits and playbooks for future brands and markets.

6. Organisational Leadership & Education

• Act as the internal authority on TikTok Shop and discovery-commerce, keeping the business ahead of platform and consumer change.


• Educate and mobilise stakeholders across functions and markets, explaining what the channel requires and enabling faster, better-informed decisions.


• Establish clear governance, roles, routines and ways of working across local, regional and global teams.


• Champion an entrepreneurial mindset: move with pace, make decisions with imperfect information, manage risk and learn quickly.

PROFILE, SKILLS AND EXPERIENCE REQUIRED

Essential experience:

• Strong hands-on experience owning and growing TikTok Shop, social commerce or an adjacent marketplace channel.


• Demonstrable commercial trading ownership, with experience managing revenue, GMV, profitability, conversion, promotions and performance levers.


• Experience working across creator or affiliate commerce, content, media and marketplace operations.


• Ability to use data to diagnose performance, prioritise opportunities and turn insight into action.


• Track record of building or scaling a newer channel, proposition or operating model.


• Experience managing agencies and senior external platform or commercial partners.

The mindset we are looking for:

• Entrepreneurial and highly accountable, energised by building something where the playbook is still being written.


• Commercially ambitious while attentive to brand equity, customer experience and profitability.


• Comfortable operating at both strategic and hands-on levels, from a senior recommendation to solving a Seller Centre issue.


• A persuasive educator and collaborator who can simplify complexity, challenge constructively and mobilise diverse stakeholders.


• Fast, curious and resilient, with sound judgement when certainty is not yet available.

Highly desirable:

• Experience with FBT, TikTok Shop media (e.g. GMV Max), creator affiliates, and LIVE commerce.


• Beauty, fashion, retail or consumer goods experience.


• Experience developing platform joint business plans and building repeatable cross-market playbooks.

Shiseido UKI - LinkedIn Page - https://www.linkedin.com/company/shiseido-uki/