General Manager, TikTok (Shop + Paid)

Everyday Dose is the fastest-growing functional coffee brand in the country, with hundreds of thousands of active subscribers and a business built on product people genuinely feel a difference from. We're headquartered in Austin, TX.

We're hiring a General Manager to own TikTok as a complete channel P&L. Not a social media manager, not a media buyer. A GM who treats TikTok like a business inside the business.

Straight talk: we've run TikTok before and it didn't work. The strategy was wrong, and we shut it down. This is a deliberate restart with executive backing, real budget, and a single accountable owner. You'll have a blank slate and the mandate to build it correctly this time.

The Mandate

Two things, and you own both:

1. Paid TikTok as a DTC acquisition channel. Build TikTok ads into a scaled, measurable driver of new subscribers to our own storefront, held to the same CAC and payback standards as our other paid channels.
2. Make TikTok Shop actually work. Build the creator and affiliate flywheel, run Shop operations end to end, and grow Shop into a real revenue channel with real margins, not a discount dumping ground.

What You'll Own

• Full TikTok channel P&L: budget, targets, spend pacing, and contribution margin across paid and Shop
• Paid media strategy and execution on TikTok, including creative testing systems built with our performance creative team
• The creator and affiliate program: recruiting, activating, and scaling hundreds of creators producing weekly content
• TikTok Shop operations: catalog, offers and pricing strategy, promotions, live commerce, and fulfillment coordination with our ops team
• A content engine that feeds both paid and organic, with volume and velocity as first-class goals
• Measurement: incrementality, halo to DTC, new-to-brand mix, and honest channel economics reported to the executive team
• The team and vendor stack beneath you: creator ops hires, agencies, and TikTok Shop partners as needed

Success Looks Like

• TikTok paid spend scaled within our CAC and payback targets, with incrementality we trust
• A live TikTok Shop affiliate flywheel with consistent weekly creator output and growing GMV at healthy margins
• One owner reporting clean channel economics the executive team can make decisions on
• A restart that sticks: repeatable systems, not a spike

Metrics You'll Be Measured On

• Channel CAC and payback on paid TikTok
• TikTok Shop GMV and contribution margin
• Active creator and affiliate count, and content volume per week
• New-to-brand customer mix
• Measured halo lift to DTC

You're a Great Fit If You...

• Have operated inside the TikTok ecosystem: at TikTok itself, at a TikTok Shop partner, or at a brand that genuinely cracked Shop
• Have personally owned six-figure monthly paid budgets held to CAC and payback, not engagement metrics
• Have built a creator or affiliate program from scratch and scaled it past 100+ active creators
• Have carried a P&L or channel-level revenue number and can talk contribution margin fluently
• Are a zero-to-one operator: scrappy, hands-on early, then a builder of team and systems
• Can hire and manage the creator ops function beneath you
• Are in Austin or excited to work hybrid from Austin

Not This Role

• You are not an organic social manager with a posting calendar
• You are not a pure media buyer waiting for creative to show up
• You do not get to blame the algorithm; you own outcomes, not activities

• Competitive salary and performance-based bonuses
• Health, dental & vision insurance
• 401K Match
• Unlimited PTO
• Hybrid flexibility from our Austin HQ
• Monthly $500 wellness and $2,500 annual professional development stipend
• Rare mandate: full ownership of a channel restart with executive backing at a high-growth brand
• Open to contract-to-hire for the right operator