TikTok Shop - Strategy Analyst - Merchandise

TikTok; Greater London; On-site; GBP 70,000 - 110,000; Full time

Job summary

TikTok is hiring for a UK MAI strategy role based in London to own growth initiatives across merchandising, pricing, content, creator matchmaking, and incentives. You’ll translate ideas into experiments and drive GMV growth using data-driven actions.

You will collaborate with industry, merchant, product and algorithm teams to land scalable growth programs and present structured proposals to senior leadership. 3+ years in e-commerce/merchandising strategy preferred.

Qualifications

• Bachelor’s degree or above in a relevant field with 3+ years in e-commerce, business strategy, or growth.
• Strong analytical and problem-solving skills with data-driven decision making; SQL/BI experience is a plus.
• Proven ability to identify growth opportunities and design scalable solutions with business impact.
• Excellent communication and cross-functional collaboration to influence stakeholders.

Responsibilities

• Own end-to-end merchandise growth, from identifying opportunities to driving execution and performance optimisation.
• Develop product growth strategies across supply, pricing, content, creator matchmaking, traffic, and incentives.
• Translate strategic ideas into actionable plans and experiments; track metrics and optimise based on results.
• Collaborate with industry, merchant, creator, product, and algorithm teams to land strategies cross-functionally.
• Drive short- and long-term business planning and present proposals to senior management.

Skills

Analytical thinking

Strategic thinking

Cross-functional collaboration

Communication

Education

Bachelor’s degree or above

Tools

SQL

Job description

Location:

London

Employment Type:

Regular

Job Code:

A233223A

Responsibilities

About the TeamThe UK MAI (Merchant Acquisition and Incubation) team is responsible for UK TikTok Shop merchant and merchandise growth, aiming to onboard, incubate, educate merchants from scratch and drive their business success.The strategy team supports merchants on TikTok Shop by including education, incubation, analytics and strategy.As part of the strategy and analytics function, you will support team members by identifying growth opportunities, implementing actionable insights, and driving high-impact initiatives that lead to GMV growth. You’ll collaborate with third party vendors, own strategic work-streams, and contribute to improving operational workflows and business performance.

• Own end-to-end merchandise growth, from identifying opportunities and designing strategies to driving execution, scaling, and performance optimization.
• Develop product growth strategies across supply, pricing, content, creator matchmaking, traffic, and incentives to accelerate products through different growth stages.
• Translate strategic ideas into actionable plans and experiments, track key metrics, diagnose bottlenecks, and continuously optimise based on results.
• Collaborate with industry, merchant, creator, product, and algorithm teams to drive cross-functional execution and ensure strategies are successfully landed.
• Drive short- and long-term business planning, working closely with senior management to define strategic initiatives and develop clear, structured proposals for growth.

Qualifications

Minimum Qualifications

• Bachelor’s degree or above, with 3+ years of experience in e-commerce, business strategy, merchandise/category strategy, growth, or related fields.
• Strong analytical and problem-solving skills, with the ability to turn data and market insights into actionable growth strategies; SQL or BI experience is a plus.
• Strong strategic thinking and business judgment, with the ability to identify growth opportunities and design structured, scalable solutions.
• Results-driven with strong ownership, able to take initiatives from strategy design through hands-on execution and deliver measurable business impact.
• Excellent communication and cross-functional collaboration skills, with the ability to influence stakeholders and drive alignment across teams.

Preferred Qualifications

• Self-starter, hands-on and comfortable with ambiguity, able to move quickly, solve problems independently, and adapt in a fast-paced environment.
• Strong critical thinking and problem-solving abilities to identify growth opportunities and challenges, and propose innovative, data-backed solutions.
• Hands-on and detail-oriented, willing to take on operational tasks and execute efficiently.
• Ability to thrive in ambiguity and adapt to change.

Job Information

About TikTok

TikTok is the leading destination for short-form mobile video. At TikTok, our mission is to inspire creativity and bring joy. TikTok's global headquarters are in Los Angeles and Singapore, and we also have offices in New York City, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

Why Join Us

Inspiring creativity is at the core of TikTok's mission. Our innovative product is built to help people authentically express themselves, discover and connect – and our global, diverse teams make that possible. Together, we create value for our communities, inspire creativity and bring joy - a mission we work towards every day.

We strive to do great things with great people. We lead with curiosity, humility, and a desire to make impact in a rapidly growing tech company. Every challenge is an opportunity to learn and innovate as one team. We're resilient and embrace challenges as they come. By constantly iterating and fostering an "Always Day 1" mindset, we achieve meaningful breakthroughs for ourselves, our company, and our users. When we create and grow together, the possibilities are limitless. Join us.

Diversity & Inclusion

TikTok is committed to creating an inclusive space where employees are valued for their skills, experiences, and unique perspectives. Our platform connects people from across the globe and so does our workplace. At TikTok, our mission is to inspire creativity and bring joy. To achieve that goal, we are committed to celebrating our diverse voices and to creating an environment that reflects the many communities we reach. We are passionate about this and hope you are too.

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