TIKTOK SHOP LEAD
Color Wow is seeking a commercially driven and digitally native TikTok Shop Lead to define and deliver the brand’s TikTok Shop strategy. Sitting at the intersection of social commerce, content, creators, media and operations, you will unlock sustainable growth on one of beauty’s most dynamic discovery platforms, driving retail sales, market share, brand relevance and profitable performance.
A DAY IN THE LIFE
You will own the TikTok Shop trading ecosystem end to end: from commercial planning, promotional strategy and P&L management, to media execution, seller operations, stock availability, fulfilment and platform optimisation. Combining sharp commercial judgement with deep platform expertise, you will turn fast-moving trends, content signals and performance data into clear actions that accelerate conversion and maximise ROI. A critical part of the role will be building a strong content-to-commerce engine in partnership with the Content and Advocacy & Influence teams using real-time organic, creator and affiliate performance to identify winning content, amplify it through paid media, and feed commercial learnings back into future content and creator strategy.
T ikTok Shop Strategy & Commercial Growth: Define and implement the TikTok Shop strategy, aligned to Color Wow’s wider business, brand and social commerce ambitions.
Drive growth in retail sales, market share, conversion and brand image through a clear trading, content, media and promotional roadmap.
P&L, Forecasting & Budget Ownership: Own and optimise the TikTok Shop P&L in partnership with the finance team.
Lead forecasting, budget management and spend tracking across trading, affiliate and media investment, ensuring activity is commercially accountable and delivers maximum ROI.
Media Strategy & Execution: Own the TikTok Shop paid media and GMV growth strategy, translating commercial targets into clear investment, ROAS and GMV plans.
Lead strategy and optimisation across GMV Max and relevant TikTok Shop media products, determining where investment should be deployed across products, creator content, audiences and trading moments to maximise incremental and profitable GMV.
Monitor performance daily, identifying opportunities to scale winning content and products, improve media efficiency and respond rapidly to changes in ROAS, conversion and sales velocity.
Trading, Promotions & Campaign Execution: Build and communicate the TikTok Shop trading calendar, including promotional plans, key retail moments, launches and always-on activity.
Lead campaign execution and AON reporting, ensuring content, creators, media and promotional activity work together to deliver maximum impact.
Shop Operations & Supply Chain Management: Manage the TikTok Shop Seller and Affiliate Centres alongside fulfilment partners.
Oversee product set-up, product information flows, stock availability and operational readiness, working closely with Supply Chain to ensure a seamless customer experience.
Creator Commerce & Affiliate Performance: Partner closely with Content and Advocacy & Influence teams to translate creator and affiliate activity into commercial growth.
Own the commercial performance lens, identifying the creators, products and content driving GMV and conversion and using these insights to inform affiliate priorities, commission strategies and paid amplification.
Content Selection, Measurement & Testing: Identify high-performing organic and affiliate content for media investment and feed performance learnings back into creator and content planning.
Partner closely with Content and Advocacy teams to build a continuous testing and performance loop.
Establish robust metrics for content, amplification, and affiliate impact, translating insights and test results directly into future creator strategies and content planning with the Head of Content.
Performance Analytics & Reporting: Monitor TikTok Shop, media, affiliate and content performance, delivering deep analysis across sales, traffic, conversion, live shopping, media efficiency and creator metrics. Benchmark Color Wow against competitor brands and translate insights into clear actions for Brand, Content and leadership teams.
Trend Spotting & Innovation: Stay ahead of platform developments, creator behaviours, emerging technologies and competitor activity.
Identify and rapidly test new commercial opportunities, from new content formats and live shopping moments to media products, platform tools, services and creator partnerships.
Stakeholder & Partner Leadership: Build strong relationships across internal teams— including Zone, Multi-Division, Brand, Content, Advocacy & Influence, Finance and Supply Chain, Chief Digital Marketing Office as well as external platform, agency and fulfilment partners.
Proactively share TikTok Shop best practice, performance updates and recommendations across the business.
WHO YOU ARE
You’ll thrive in this high-impact role if you combine TikTok Shop expertise with commercial ownership, media capability, operational rigour and the ability to bring teams together around a fast-moving growth agenda.
TikTok Shop and social commerce native: You have deep, hands-on understanding of TikTok Shop, including its seller and affiliate mechanics, live shopping, discovery commerce and the content signals that convert attention into sales.
Commercially and media driven: You bring strong experience in e-commerce trading, forecasting, budget ownership and P&L management, alongside an understanding of paid social, content boosting and transactional media. You know how to balance growth ambition, media efficiency and profitability.
Data-led and performance-focused: You are confident interpreting complex commercial, web, media, affiliate and content metrics—including ROAS, CTR, CVR and GMV. You can move beyond reporting to identify the story behind performance and recommend clear optimisation actions.
Operationally excellent: You are highly organised, process-oriented and comfortable owning the operational detail—from shop set-up, product information and invoicing to stock monitoring, fulfilment coordination and platform tools.
Creator and content fluent: You understand the UK and Ireland creator economy, consumer trends and competitor landscape, and recognise the role that credible creators, compelling content and smart media amplification play in TikTok Shop growth.
Collaborative and influential: You build trusted relationships across Content, Marketing, Advocacy & Influence, Finance, Supply Chain and external partners. You can communicate complex performance data simply and influence stakeholders to act.
Curious, proactive and agile: You spot opportunities early, respond quickly to market shifts and enjoy testing, learning and scaling what works in a high-momentum environment.
A confident educator: You are passionate about raising TikTok Shop capability across the business, sharing practical best practice and helping teams understand how to win on the platform.
WHAT WE OFFER
Our industry-leading award-winning benefits package shows how much we value our people. We know they're at the heart of L'Oréal's success, so we offer a fair and competitive package to help you thrive. Enjoy perks like money-saving offers, free mortgage advice, share options and an enhanced pension plan. Love our brands? You'll get up to 60% off iconic names like YSL, CeraVe, Armani, Kiehl's and Garnier! Because health matters, we offer private medical and dental insurance, discounted gym memberships, and onsite mental health support. We also provide enhanced family leave for all and up to 4 weeks of paid fertility leave, so you can prioritise what matters most. Learning is in our DNA at L'Oréal. We'll help you master your role, build skills, and access top-notch leadership programs and monthly expert talks. And there's lots more too!
WHO WE ARE
L’Oréal is present in 150 markets on five continents. For more than a century, L’Oréal has devoted itself solely to ‘Create beauty that moves the world’; it is now the industry world leader with €29 billion consolidated sales. Together, we solve complex challenges at scale, while making sure we stay committed to making the world a more inclusive and a better place for everyone & our planet. Experience the excitement of agility to shape the future of beauty; where diversity and purpose come together to create meaningful impact.
In the Professional Products Division, our mission is to be the partner of choice for the professional hair industry. Inspiring stylists and creating desirability amongst consumers with meaningful brands. We’re the founding Division for the L’Oréal group, with a rich history over 110 years. The 8-brand portfolio includes the likes of L’Oréal Professionnel, Kérastase, Redken and Matrix and the division is universally known for exclusively supplying salons and other professional customers with the most advanced technologies in hair and beauty products.
HOW WE RECRUIT
At L’Oréal, we take pride in creating a diverse, equitable and inclusive environment where everyone is welcome and their contributions are valued. When we recruit, hire, train, promote or engage in any other employment practice, we are committed to being an inclusive employer regardless of race, religion, gender identity, sexual orientation, national origin, age, socioeconomic status, medical condition or disability, or any other protected status. When we look for talent, we welcome difference – different backgrounds, experiences, personalities and perspectives. The beauty we find in our differences gives us the freedom to go beyond. That’s the beauty of L’Oréal.
