TikTok Shop - Strategy & Analytics Manager, Merchandise

TikTok; Greater London; On-site; GBP 65,000 - 90,000; Full time

Job summary

TikTok UK’s Merchant Acquisition and Incubation team is hiring a growth-focused strategist to onboard and scale merchants on TikTok Shop. You’ll own cross-functional growth initiatives, translate insights into actionable experiments, and drive performance through pricing, content, and creator matchmaking.

Working with analytics, product, and partnerships, you’ll design strategies, set objectives, and push for measurable business impact across the merchant base in the UK.

Qualifications

• Bachelor’s degree or above with 3+ years in e-commerce, business strategy, growth, or related fields.
• Strong analytical and problem-solving skills, turning data and insights into growth strategies.
• Strong strategic thinking and business judgment to identify growth opportunities and scalable solutions.
• Results-driven with ownership, able to execute from strategy to hands-on delivery and impact.
• Excellent communication and cross-functional collaboration to influence stakeholders.

Responsibilities

• 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 growth stages.
• Translate strategic ideas into actionable plans and experiments, track metrics, diagnose bottlenecks, and optimize based on results.
• Collaborate with industry, merchant, creator, product, and algorithm teams to drive cross-functional execution and ensure strategies land.
• Drive short- and long-term business planning, defining strategic initiatives and proposals for growth with senior management.

Skills

Analytical thinking

Strategic thinking

Cross-functional collaboration

Data-driven growth

Communication

Education

Bachelor's degree

Tools

SQL

BI tools

Job description

Responsibilities

About the Team

The 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.

• 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 optimize 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;
• 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.
• SQL or BI experience is a plus.

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.