Head of E-commerce (Mandarin/English Bilingual)

AFM Agency; New York (NY); On-site; USD 90,000 - 125,000; Full time

Job summary

AFM Agency is seeking a Head of E-commerce to lead and scale our e-commerce business across TikTok Shop and future direct-to-consumer channels. This role will manage a five-person team and own client GMV growth, department revenue, profitability, and overall delivery quality, driving strategic initiatives and performance improvements.

You will define the e-commerce strategy, optimize operations from merchandising to paid media, and partner with cross-functional teams to win major pitches and

Qualifications

• 5+ years of experience in e-commerce, social commerce, or digital marketing.
• 2+ years of team leadership, including hiring and performance management.
• Proven success in driving GMV, revenue growth, and profitability.
• Strong knowledge of TikTok Shop; Shopify and DTC experience is a plus.
• US market, agency, and multi-brand management experience preferred.
• Strong analytical, commercial, client-management, and problem-solving skills.
• Ability to lead cross-functional teams and manage multiple priorities.
• Comfortable operating in a fast-paced startup environment.

Responsibilities

• Define and execute AFM’s e-commerce strategy across TikTok Shop and future DTC channels.
• Own department revenue, profitability, resource allocation, and annual targets.
• Identify new service offerings and growth opportunities across product categories.
• Establish scalable operating models, performance standards, and processes.
• Develop integrated growth strategies based on client brands and objectives.
• Own GMV performance, client satisfaction, retention, and account expansion.
• Serve as senior escalation point for strategic and delivery-related matters.
• Support major pitches, proposals, reviews, renewals, and expansions.
• Oversee end-to-end TikTok Shop operations, merchandising, content, and paid media.
• Lead expansion into Shopify and other DTC channels.
• Monitor GMV, ROAS, conversion rate, AOV, traffic, and contribution margin.
• Translate performance data into optimization priorities and action plans.
• Ensure projects are delivered on time, within scope and budget.

Skills

Analytical skills

Commercial acumen

Client management

Problem solving

Tools

TikTok Shop

Shopify

Job description

Location: Midtown Manhattan, New York — On-site
Compensation: $90,000–$125,000 annually
Reports to: CEO
Level: Management Team

Role Overview

AFM is seeking a Head of E-commerce to lead and scale our e-commerce business across TikTok Shop and future direct-to-consumer channels. This role will manage a five-person team and take ownership of client GMV growth, department revenue, profitability, and overall delivery quality.

Key Responsibilities

E-commerce Strategy & Business Ownership

• Define and execute AFM’s e-commerce strategy across TikTok Shop and future DTC channels.
• Own department revenue, profitability, resource allocation, and annual business targets.
• Identify new service offerings and growth opportunities across multiple product categories.
• Establish scalable operating models, performance standards, and commercial processes.
• Develop integrated growth strategies based on each client’s brand positioning, products, and commercial objectives.
• Own GMV performance, client satisfaction, retention, and account expansion for key accounts.
• Serve as the senior escalation point for strategic, commercial, and delivery-related client matters.
• Support major pitches, proposals, business reviews, renewals, and contract expansion.

Commerce Operations & Performance

• Oversee end-to-end TikTok Shop operations across merchandising, promotions, content, creator affiliates, livestream, and paid media.
• Lead the expansion of AFM’s capabilities into Shopify and other DTC channels.
• Monitor GMV, ROAS, conversion rate, AOV, traffic, and contribution margin.
• Translate performance data into clear optimization priorities and corrective action plans.
• Ensure projects are delivered on time, within scope, and against agreed commercial objectives.

Team Leadership & Capability Building

• Lead and develop a five-person e-commerce team, including hiring, onboarding, coaching, and performance management.
• Define clear team structures, ownership areas, KPIs, and career-development plans.
• Build SOPs, reporting frameworks, quality-control standards, and knowledge-sharing systems.
• Ensure effective capacity planning and resource allocation across client accounts.

Cross-functional Leadership

• Partner with Sales, Creator, Livestream, Content, Media Buying, and Finance teams to deliver integrated client solutions.
• Align commercial commitments with delivery capacity, budgets, and profitability requirements.
• Make informed decisions regarding strategy, staffing, budgets, vendors, and operational priorities.
• Provide regular business and performance updates to the CEO and management team.

Qualifications

• 5+ years of experience in e-commerce, social commerce, marketplace operations, or digital marketing.
• 2+ years of team leadership experience, including hiring and performance management.
• Proven success in driving GMV, revenue growth, and business profitability.
• Strong understanding of TikTok Shop; Shopify and DTC experience is a plus.
• U.S. market, agency, and multi-brand management experience is preferred.
• Strong analytical, commercial, client-management, and problem-solving skills.
• Demonstrated ability to lead cross-functional teams and manage multiple priorities.
• Comfortable operating in a fast-paced and evolving startup environment.
• Bilingual proficiency in English and Chinese.
• Able to work on-site in Midtown Manhattan.

Key Performance Indicators

• Client GMV and revenue growth
• Department revenue and profitability
• Client retention and account expansion
• Project delivery quality and client satisfaction