Sales Lead, SMB Commerce Shop - DACH

TikTok; Dublin; On-site; EUR 90,000 - 130,000; Full time

Job summary

TikTok is seeking a dynamic Sales Team Lead to head our Commerce Shop SMB team for the DACH market. You will guide Account Managers, drive merchant activation, Shop Ads adoption, GMV growth, and build scalable go-to-market programs across onboarding to monetization.

You will partner with Product, Marketing, Operations and cross-functional teams, mentoring talent, using data-driven insights to shape commercial strategies in a rapidly evolving business area.

Qualifications

• Experience in ecommerce, digital advertising, account management or commercial sales with track record of revenue growth.
• People management experience coaching high-performing teams and delivering results.
• Strong commercial acumen with ownership of revenue targets and growth goals.
• Ability to operate in fast-paced, evolving environments and provide clarity during change.
• Experience collaborating with Product, Marketing, Operations and Enablement teams.
• Fluency in German and English for merchant and stakeholder communication.

Responsibilities

• Lead, coach and develop a team of Account Managers to drive merchant growth and Shop Ads adoption.
• Own revenue, GMV, Shop Ads adoption and merchant activation targets across the DACH market.
• Guide merchants from onboarding through activation to monetisation and long-term growth.
• Identify process improvements and scalable solutions to support more merchants with high-quality service.
• Set clear goals, rhythms and performance expectations, and provide direct feedback.

Skills

Ecommerce

Digital advertising

People management

Cross-functional collaboration

German language

English language

Job description

Responsibilities

TikTok's SMB Team aims to help businesses and brands of all sizes unleash their creative side, connect with our audience, and drive revenue and growth. From designing scaled sales and service delivery programs to ensuring our customers have best-in-class tools and products at their fingertips, our SMB team combines operational expertise with a customer-centric mindset to help businesses achieve their marketing goals on TikTok, no matter how big or small.

We are looking for a dynamic and entrepreneurial Sales Team Lead to lead our Commerce Shop business across the DACH market. You will lead a team of Account Managers responsible for helping merchants unlock sustainable growth through TikTok Shop and its advertising solutions. The team partners with high-value sellers and internal stakeholders to accelerate merchant activation, increase Shop Ads adoption, grow GMV and develop long-term commercial partnerships. This role requires a leader who can combine strong people leadership with commercial ownership. You will be responsible for developing the team, delivering revenue and GMV goals, and translating the needs of our merchants into scalable go-to-market strategies. You will work across the full merchant journey—from onboarding and initial Shop activation through to Shop Ads adoption, GMV Max, increased GMV, stronger monetisation and long-term merchant growth. You will also partner closely with Product, TikTok Shop, Marketing, Operations, Enablement and other cross-functional teams to remove barriers and improve the experience of both merchants and commercial teams. Our ideal candidate has demonstrated success leading commercially focused teams in a fast-paced and constantly evolving environment. You will be comfortable operating through ambiguity, managing change, introducing new ways of working and building commercial strategies in an emerging business area. You should have a strong understanding of ecommerce, digital advertising or commerce platforms, ideally within the SMB or mid-market segment. You will be a collaborative and hands‑on leader who develops future talent, establishes a high‑performing culture and inspires teams to move quickly while maintaining a strong focus on merchant outcomes. With a growth mindset and entrepreneurial spirit, you will deeply understand our merchants, identify patterns across their journeys and use data to create insights, programmes and solutions that contribute to their success.

Responsibilities

• Aim for the Highest — Lead, coach and develop a team of Account Managers, providing hands-on guidance to support their professional growth and the success of our merchants. Build a high-performing team that consistently raises the bar for commercial execution and customer impact.
• Assume Ownership — Take ownership of revenue, GMV, Shop Ads adoption and merchant growth goals across the DACH market. Proactively identify opportunities, develop market strategies and execute data-driven plans to achieve ambitious business outcomes.
• Put Merchants at the Centre — Build a deep understanding of the merchant journey and ensure the team delivers consultative, commercially valuable support. Help merchants progress from onboarding and activation through to Shop Ads adoption, GMV Max and sustainable GMV growth.
• Build for Scale — Identify opportunities to improve processes, tooling, operating models and merchant programmes. Create repeatable solutions that allow the team to support more merchants while maintaining a high-quality customer experience.
• Be Candid and Clear — Establish clear goals, operating rhythms and performance expectations. Provide direct and constructive feedback, support the team through challenges and hold a consistently high standard of execution and accountability.
• Have the Bigger Picture in Mind — Collaborate closely with TikTok Shop, Product, Marketing, Sales Operations, Enablement and other cross-functional teams. Ensure that merchant feedback, market insights and commercial priorities are reflected in product development and broader go-to-market strategies.
• Lead Through Change — Guide the team confidently through changing priorities, evolving products and new operating models. Create clarity in ambiguity and ensure the team remains focused, motivated and able to execute at pace.
• Always Day 1 — Operate with curiosity, urgency and an entrepreneurial mindset. Lead by example, remain close to merchants and the market, and turn emerging opportunities into clear and actionable commercial strategies.
• Be a Champion of Inclusion — Promote diversity and inclusion across the team. Value different perspectives and create an environment where every team member feels empowered to contribute, challenge and grow.

Qualifications

Minimum Qualifications

• Experience in ecommerce, digital advertising, account management, client services or commercial sales, with a proven ability to improve customer outcomes and deliver revenue growth.
• People management experience, with demonstrated success coaching and developing high-performing commercial teams while delivering measurable business results.
• Strong commercial acumen, with experience taking ownership of revenue targets, customer growth goals or other key business metrics.
• Proven ability to operate effectively in a fast-paced, evolving environment and to provide teams with clarity through periods of change and ambiguity.
• Experience developing processes, workflows or operating models and implementing scalable solutions that improve team and customer performance.
• Proven ability to collaborate with cross-functional teams such as Product, Marketing, Operations, Sales Operations and Enablement to deliver shared business outcomes.
• High oral and written fluency in German and English, as the role involves direct communication with merchants and internal stakeholders supporting the DACH market.

Preferred Qualifications

• Experience working within ecommerce, social commerce, marketplace, retail media or performance advertising businesses.
• A strong and demonstrable network within the DACH ecommerce, digital advertising or SMB ecosystem.
• Experience developing market-level go-to-market strategies, with a strong understanding of SMB and merchant growth dynamics.
• Experience driving customer adoption of new products, platforms or commercial solutions.
• Proven ability to use data and customer insights to develop programmes that improve activation, engagement, retention, revenue or GMV.
• A demonstrated entrepreneurial mindset and a strong track record of leading teams through innovation, transformation and continuous improvement.

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.