Creator Development Manager, TikTok Shop

Nello is one of the fastest-growing wellness brands on TikTok Shop. We make science-backed superpowder drinks -Supercalm, Superbalance, Superfocus, Supersleep, and Superglow - designed to help people feel more like themselves, but better. We’re building a category-defining supplements brand and TikTok Shop is our primary growth engine. We are in Target, Walmart, and Costco nationwide. 

We’re a tight-knit, high-performance team of operators who have built Nello into a top-performing TikTok Shop brand. Our founders bring experience from top consumer brands, and the team moves with the urgency and ambition of a company that knows it’s building something special. We are not looking for people who want a comfortable job — we are looking for people who want to build something that has never been built before.

Why Join Now

This is a rare opportunity to join a rocket ship at the exact moment the model is being invented. TikTok Shop creator marketing is the most in-demand skillset in consumer right now - and you'll be building the most ambitious version of it.

• Join the fastest-growing wellness brand on TikTok Shop at a defining growth point
• Build and own a creator development pipeline that has never been done at this scale — a genuine first-of-its-kind program in the industry
• Be given real resources, a high-caliber team, and full ownership of outcomes from day one
• Learn directly from extraordinary young founders with experience at top consumer brands
• Develop cutting-edge TikTok Shop skills — the most in-demand capability in consumer marketing today
• Work at the intersection of sales, creator marketing, and growth — a skillset that compounds fast

The Role

We are building a first-of-its-kind creator recruitment and development program at Nello, modeled after the best practices of software sales. This role sits at the center of that build. You will provide guidance to a team of 5-10 retainer and commission-based Account Managers who recruit top TikTok Shop affiliates through 1:1 calls — the same motion as a SaaS sales demo — and then you will be focused on managing ongoing creator development post-onboarding (coaching groups and weekly check-ins).

This is a player-coach role. You will be deeply involved in the work: refining the AM playbook, supporting the pipeline, developing creator talent, deepening creator relationships and holding the team accountable to weekly GMV and video count KPIs. You will report directly to Hayton Oei, Director of TikTok Shop Growth, and work alongside the broader TikTok Shop team, brand influencer team, and agency partners.

Responsibilities

Team Coordination & Operations

• Coordinate with and support 5-10 commission-based Account Managers (AMs) in TikTok discovery
• Run weekly pipeline reviews with AMs: calls booked, conversion rate, affiliates recruited, GMV generated
• Help track team KPIs weekly: creator recruits, video count, incremental GMV, affiliate retention

Creator Sales Pipeline

• Provide initial guidance to AMs to ensure they are recruiting creators tightly aligned to Nello’s ICP (female 18–35) and expansion segments (female 35+, Spanish-speaking, male 18–25)
• Then owning the internal creator development program thereafter; placing them into coaching groups, and checking in 1:1 weekly with them to make sure they are producing content and providing data-driven insights and feedback on their content to make sure they are achieving KPIs
• Refine creator briefing, retainer negotiation, and posting requirement frameworks on an ongoing basis
• Manage the coaching group program: content coaching, pipeline accountability, and performance feedback

CRM, Tooling & Reporting

• Help manage and improve the system for the creator CRM: pipeline tracking, affiliate GMV attribution, AM performance, internal creator development program
• Produce weekly and monthly reports on team performance for the TikTok Shop team and senior leadership
• Use AI tools to automate reporting, draft outreach templates, identify high-performing creators, and surface insights
• Collaborate with TikTok Shop team on prize campaign design, affiliate briefing, and creator incentive structure

Cross-Functional Collaboration

• Partner with the Brand Influencer team to align creator pipeline and campaign strategy
• Work with agency partners on creator sourcing and campaign execution
• Collaborate with founders and leadership on big-swing initiatives: brand collabs, bus tours, influencer events
• Represent the creator development program in internal reviews and cross-functional planning

Required

• 1-3+ years of experience in creator/influencer program management, affiliate management, or talent development at a brand or talent agency
• Proven experience managing and developing creators or talent with measurable performance outcomes (video output, GMV, engagement, content quality)
• Experience building or running creator coaching programs, content feedback systems, or structured development pipelines
• Proficiency with creator management and content tracking tools: TikTok Shop Seller Center, Growi, Trybe, Kalodata, The Daily Virals or equivalent
• AI fluent: hands-on experience with Claude, ChatGPT, Perplexity, or equivalent AI tools for workflow automation, content analysis, and performance reporting
• Strong Excel and PowerPoint skills — able to build performance dashboards and present creator program results to leadership
• Exceptional written and verbal communication — able to give clear, constructive creative feedback to creators at all levels
• Based in or willing to relocate to Los Angeles, CA (preferred)

Strongly Preferred

• TikTok Shop affiliate management experience — direct familiarity with GMV tracking, commission structures, and posting requirements
• TikTok-native content knowledge: strong understanding of what performs on the FYP, trending formats, hook writing, and creator coaching for short-form video; personal creator side experience is a big plus 
• Experience with Claude Cowork, Notion AI, or similar AI-powered collaboration tools
• Talent management experience at a TikTok-focused agency or brand-side influencer partnerships role
• Experience running coaching groups, creator workshops, or structured content feedback programs
• Background in consumer brand, wellness, or DTC e-commerce
• Existing network of TikTok creators, affiliates, or talent managers

Who You Are

• You act like an owner: if you see a problem, you solve it without being asked
• You build boldly: you think 10x, challenge the norm, and take big swings
• Mission over ego: you put the team and the brand first, always
• Signal, not noise: you prioritize what moves the needle and cut through the clutter
• Day 1 mentality: scrappy, resourceful, willing to go outside your job description when the business needs it
• Drama-free, positive, and coachable — you make the people around you better and you are enjoyable to work with
• You are deeply motivated by results, not activity — you measure yourself by outcomes
• Cultural fit: you align with Nello values, embody our culture and bring a positive attitude to our team 
• Focus on excellence: you are relentlessly determined to win and are always willing to go the extra mile

• Participation in company equity plan
• Fully paid medical, vision, and dental insurance
• Fully paid basic life insurance
• Flexible remote work policy
• Quarterly company onsites