TikTok Shop Manager

SURI; Greater London; Hybrid; GBP 80,000 - 110,000; Full time

Benefits offered by this job

25 days annual leave

Hybrid working – up to 2 days WFH

Bupa Healthcare and Dental Packages

Income Protection and Life Assurance

Birthday day off

London office near Bank

Work from Anywhere weeks (4x/year)

Employee Assistance Programme

Personal development budget

Summer Fridays – 2pm finish

Cycle to Work scheme

Regular product swaps

Job summary

SURI in London is seeking a Channel Lead to own the TikTok Shop channel end-to-end across US and UK. You will set strategy, build the plan, run it with agencies and cross-functional teams to drive GMV and halo revenue.

The role requires a track record in performance-focused social commerce, strong stakeholder management, and a hands-on, data-driven approach. Hybrid work, 25 days leave, Bupa, and a creative, sustainable mindset.

Qualifications

• Minimum 5 years in performance-focused social commerce or ecommerce growth roles.
• Experience owning a channel P&L or GMV targets.
• Track record building TikTok Shop programmes across affiliate, LIVE and ads.
• Strong commercial mindset with growth, margin and spend.
• Excellent written communication and stakeholder management.

Responsibilities

• Own Shop GMV target and plan by market, month and lever.
• Improve halo revenue across website, Amazon and retail and report GMV.
• Manage budget split across affiliate, LIVE and ads, reallocating weekly.
• Run channel calendar across launches and peak periods (BFCM, Christmas).
• Report GMV, halo, commission, ROAS and margin to leadership.
• Own health scores: fulfilment, returns, CS, ratings, violations.
• Own the catalogue: listings, pricing, bundles, imagery, promotions, vouchers.
• Be day-to-day contact for TikTok partner managers and ensure policy compliance.
• Set strategy for creator recruitment in UK and US against weekly targets.
• Negotiate commissions and paid fees to protect margins.
• Build VIP programme and source affiliate content for social, web and paid.
• Set cadence, formats, hosts and offers by market/season for LIVE.
• Run LIVEs end-to-end against GMV, conversion, cost-per-sale.

Skills

TikTok Shop

Performance marketing

Affiliate marketing

GMV growth

Stakeholder communication

Tools

TikTok Ads Manager

CRM systems

Job description

Hello, we're SURI. We're on a mission to radically transform oral care with beautiful everyday essentials designed for life. Championing high performance and future-focussed design, our award-winning sonic toothbrush transforms an uninspiring chore into an enjoyable daily ritual.

We seek to continually push the boundaries of what is possible and invite honest conversation on our collective journey. Since launching our sonic toothbrush in 2022, we’ve delighted over 500k customers across the UK, Europe and US. In doing so, SURI has risen to become the highest-rated electric toothbrush on Trustpilot, while achieving B-Corp certification and securing listings in major US and UK retailers. As well as garnering widespread media attention, SURI has also picked up numerous prestigious industry awards including The Grocer Startup of the Year, Red Dot Design Award, and the Marie Claire Sustainability Award.

We have a close-knit team of experts with a strong attention to detail and willingness to think differently. TikTok Shop is a huge potential growth lever for us, and we're now looking for a Channel Lead to own it end-to-end across US and UK, helping us build an always-on commerce engine that grows Shop sales and lifts every other channel.

About the Role:

As channel lead you will be accountable for the whole TikTok Shop channel: Shop GMV, the halo it creates on our other sales channels, shop health, and all the engines that drive them from affiliate, LIVE and GMV Max ads. You will set the strategy, build the plan, run it leveraging agencies and teams cross-functionally. This is a commercial, targets-driven role for someone who loves moving fast, joining the dots across levers, and watching revenue climb.

If this excites you and you are keen to shape SURI with us we'd be thrilled to hear from you!

Responsibilities:

Shop GMV and halo:

• Own the TikTok Shop GMV target and the plan to hit it, by market, month and lever
• Measure and grow halo revenue on website, Amazon and retail, and report it with GMV
• Own the budget and the split across affiliate, LIVE and ads, reallocating weekly to what works
• Run the channel calendar across markets around launches, promotions and peaks (BFCM, Christmas)
• Report GMV, halo, commission, ROAS and contribution margin to leadership

Shop health:

• Own health scores: fulfilment, returns, CS, ratings, violations
• Own the catalogue: listings, pricing, bundles, imagery, promotions, vouchers
• Be the day-to-day contact for TikTok partner managers and keep us policy-compliant

Affiliates:

• Set strategy and run high-volume creator recruitment in the UK and US against weekly targets
• Negotiate commission, samples and paid fees to protect margin at scale
• Build the VIP programme, and source affiliate content for social, web and paid

LIVE:

• Set cadence, formats, hosts and offers by market and season
• Run brand and creator LIVEs end to end, against GMV, conversion and cost-per-sale targets

GMV Max and paid:

• Set budgets, ROAS targets and scaling rules
• Keep a pipeline of Shop-native creative, partnering with Growth and Creative teams to leverage cross-platform, including top affiliate content
• Test weekly: scale, fix or cut

• Minimum 5 years' experience in a performance-focused social commerce, influencer, affiliate or ecommerce growth role, with ownership of a channel P&L or GMV target

• Track record of building best-in-class TikTok Shop programmes across affiliate, LIVE, Shoppable video and GMV Max ads
• Strong commercial mindset across growth, margin and spend
• A natural communicator with stellar written skills, able to work with senior stakeholders
• Unmatched attention to detail and organisation skills
• Comfortable working across UK and US time zones and market nuances

• Experience managing people or agencies is a plus
• A passion for more sustainable living is a real plus!

• 25 days annual leave, plus bank holidays and an additional day for your birthday
• Flexible working hours
• Hybrid working - up to 2 days working from home each week
• Bupa Healthcare and Dental Packages
• Income Protection and Life Assurance
• 1x Charity Day per year
• Central London offices- based in Bank; a stone's throw from Leadenhall Market
• 4x "Work from Anywhere" weeks, with no requirement to be in the office those weeks
• Access to our Employee Assistance Programme, which grants free therapy and coaching sessions to all staff
• Monthly social events, organised by different team members
• 5x free toothbrushes every year
• £1000 personal development budget each year, per employee
• Fantastic career opportunities; with the chance to grow as SURI does
• Summer Fridays; 2pm finish across Fridays in July and August
• Fresh fruit and snack orders every week
• Cycle to Work scheme, and Electric Bike Cycle to Work scheme
• Regular product swaps with other fantastic companies

At SURI, we value diversity and welcome applicants from all backgrounds. We look for team members who will positively contribute to our dynamic, passionate culture and believe that an inclusive and diverse work environment is one in which we all thrive.

Please let us know if you require any reasonable adjustments to be made for the recruitment process.