Social Commerce Director

MAKEUP BY MARIO; New York (NY); Hybrid; USD 180,000 - 240,000; Full time

Benefits offered by this job

Hybrid – four days in office, one day远

Medical, dental, and vision insurance

HSA, FSA, and dependent care FSA

OneMedical membership

Health Advocate, Talkspace, and Kindby

Job summary

Makeup By Mario in New York is seeking a visionary Social Commerce Director to own and scale TikTok Shop as a core growth engine. You will lead affiliate programs, livestreams, and shoppable content, partnering with the Ecommerce team to drive GMV and profitability.

You bring 10+ years in ecommerce and social commerce, especially in beauty, with hands-on TikTok Shop experience, strong leadership, and a data-driven mindset.

Qualifications

• Bachelor’s degree in marketing, business, or related field.
• 10+ years of experience running and scaling an ecommerce business with social commerce.
• Deep understanding of social commerce platforms: TikTok Shop, ShopMy, LTK and other social platforms.
• Strong analytical skills with experience using analytics platforms.
• Experience with affiliate marketing, live shopping, and social CRM tools.
• Background in DTC beauty or retail brands.

Responsibilities

• Drive, own & scale TikTok Shop as the flagship of the social commerce strategy to hit GMV and KPI targets.
• Own commercial calendar, promotions, and live-selling strategy to achieve GMV targets.
• Build and grow the TikTok Shop affiliate program with a robust pipeline.
• Program and coordinate TikTok Shop Lives, scheduling and post-stream optimization.
• Own the social commerce P&L and analyze performance to optimize profitability.
• Manage agency partnerships and hold them accountable.
• Collaborate with PR/Comms and cross-functional teams on strategy and execution.
• Stay ahead of emerging ecommerce and social commerce trends.

Skills

TikTok Shop expertise

Ecommerce leadership

Team building

Affiliate networks

Livestream commerce

Data analysis

Budget management

Strategic planning

Cross-functional collaboration

Brand voice

Education

Bachelor’s degree in marketing or related field

Tools

Chord

Triple Whale

Google Analytics

Shopify

Dash Hudson

Job description

Makeup by Mario is a fast-growing prestige beauty brand redefining artistry-driven makeup. With a powerful presence across leading global beauty retailers and direct-to-consumer channels, we deliver innovative, high-performance products rooted in artistry, craft, and education.

ABOUT THE ROLE

Makeup By Mario is looking for a visionary and results-driven Social Commerce Director to build and scale our TikTok Shop business, one of the company's fastest-growing and highest-priority commercial channels as the centerpiece of our social commerce strategy. This role owns TikTok Shop end to end - the affiliate program, live selling, shoppable content, and the daily operational rigor that turns views into GMV. The ideal candidate brings a passion for beauty, hands-on expertise running a TikTok Shop business, and a proven track record of driving sales growth through live selling and affiliate driven commerce - with the range to extend the winning playbook to ShopMy, LTK, Instagram, YouTube and other emerging social commerce channels. Social commerce sits within the Ecommerce channel and is interconnected across our broader DTC business - and this role works hand in hand with the wider Ecommerce team to drive integrated growth.

PRIMARY RESPONSIBILITIES

• Drive, own & scale our TikTok Shop business as the flagship of our social commerce strategy: drive GMV, conversion, media planning and growth against clear KPIs, in a brand building way
• Own the TikTok Shop commercial calendar and the operational readiness behind it - defining the brief, aligning affiliates around brand standards, creating & setting promotions, defining the event and live-selling strategy to deliver against GMV targets
• Build, scale, manage & grow our TikTok Shop affiliate program: be the name, voice, and presence for affiliates to lean on and ensure we have a robust pipeline of affiliates to drive the business
• Program and coordinate TikTok Shop Lives - own the livestream strategy, schedule, planning, merchandising, and post-stream optimization to consistently grow GMV
• Own the social commerce P&L and operate as a business owner - analyze performance data to measure profitability, campaign success & identify areas for improvement and optimization
• Get the most out of our agency partners - build strong partnerships & hold them accountable
• Work closely with our PR/Comms team on affiliate event & seeding strategy, planning, and execution
• Collaborate cross-functionally with internal teams to align on strategy and campaign execution
• Stay ahead of emerging ecommerce, social media and social commerce trends, tools, and best practices to keep the brand at the forefront of innovation

WHAT YOU BRING TO THE ROLE

• Hands-on TikTok Shop expertise: you’ve operated a TikTok Shop business and know the GMV levers: affiliate engagement, creator ecosystems, livestream commerce, content-driven commerce, and evolving consumer purchasing behaviors.
• Experience managing an Ecommerce business: you have proven experience managing the business to maximizing profitability.
• Team Leadership: build the team out, starting with hiring a coordinator to create a best-in-class social commerce team
• An affiliate-network builder: you’ve recruited, engaged and grown affiliates to be brand loyalists & champions
• Experience & relationships with social commerce platforms and agencies: you know how to work with them to get the most of out of the relationship & hold them accountable.
• Proven live-selling management: you know how to program, coordinate & execute regular TikTok Shop livestreams that convert
• Analytical rigor: You measure performance and can say plainly what worked and what didn’t work
• A planning savant: hyper-organized, on time with every internal deliverable, and flawless at coordinating the TikTok Shop and social commerce calendars
• Deep paid media expertise: you've owned full-funnel media budgets, strategy, agency relationships, and can act as a mentor & partner to our in-house paid media lead
• A creative, solution-oriented thinker with a strong eye for the brand’s unique voice
• A highly entrepreneurial, proactive mindset

QUALIFICATIONS

• Bachelor’s degree in marketing, business, or related field
• 10+ years of experience running and scaling an ecommerce business, media strategy, brand marketing, or growth marketing, with a proven track record of driving revenue and profitability through social commerce in the beauty, fashion, or lifestyle sectors
• Deep understanding of social commerce platforms: TikTok Shop, ShopMy, LTK and other social platforms and creator ecosystems
• Strong analytical skills, including experience with Chord, Triple Whale, Google Analytics, Shopify, Dash Hudson, or similar platforms
• Experience with affiliate marketing, live shopping, and social CRM tools
• Background in DTC beauty or retail brands
• Excellent project management skills, with the ability to manage multiple projects simultaneously
• Excellent written and verbal communication skills, with the ability to work independently and cross-functionally
• Passion for beauty, innovation, and digital culture
• A proactive, ownership-driven mindset - you think and operate like a business owner

WHAT WE OFFER

• Hybrid – four days in office, one day remote
• Medical, dental, and vision insurance
• HSA, FSA, and dependent care FSA
• OneMedical membership
• Health Advocate, Talkspace, and Kindbody partnership