TikTok Lead

Valerie Group; United States; Remote; USD 120,000 - 160,000; Full time

Job summary

Valerie seeks a TikTok Lead to drive paid social growth across its ecommerce brands. You will own TikTok performance end-to-end—from strategy and execution to creative testing, optimisation, and revenue growth.

You’ll work closely with Creative, Analytics, Paid Media, AI, and Brand teams to identify winning concepts and scalable opportunities, measuring success by profitable customer acquisition and meaningful ROAS.

Qualifications

• Hands-on TikTok ads experience in ecommerce or DTC is required.
• Proven ability to scale TikTok campaigns and drive revenue growth.
• Strong knowledge of TikTok Ads Manager setup, bidding, budgeting and reporting.
• Deep understanding of creative formats, hooks, and storytelling for short-form video.

Responsibilities

• Own TikTok performance end-to-end from strategy to testing and optimisation.
• Collaborate with Creative, Analytics, Paid Media, AI, and Brand teams to identify winning concepts.
• Translate performance data into actionable feedback for creatives and stakeholders.
• Develop testing frameworks and playbooks to scale profitable acquisition.

Skills

TikTok Ads

Data analysis

Creative testing

Campaign optimisation

Stakeholder comms

Hands-on management

Tools

TikTok Ads Manager

UTM tracking

Looker Studio

Job description

About this Role

We're looking for a TikTok Lead to drive paid social growth across Valerie's portfolio of ecommerce brands. You'll own TikTok performance end-to-end — from campaign strategy and execution to creative testing, optimisation, and performance analysis — ensuring TikTok consistently contributes to profitable customer acquisition and revenue growth.

You'll work closely with Creative, Analytics, Paid Media, AI, and Brand teams to identify winning creative concepts, audiences, and campaign strategies through continuous experimentation. Success in this role isn't measured by how many campaigns are launched or reports are shared; it's measured by how effectively TikTok scales profitably, how quickly winning creative is identified, and how effectively performance insights are turned into business growth.

You could be a great fit if...

• You naturally balance data-driven decision-making with strong creative instincts.

• You understand how TikTok's creative ecosystem, algorithm, targeting, bidding, and campaign structure work together to drive performance.

• You enjoy staying hands-on in TikTok Ads Manager and being close to campaign performance.

• You are constantly testing new hooks, formats, audiences, and creative concepts to find scalable opportunities.

• You know how to translate performance data into clear, actionable feedback for Creative teams.

• You proactively identify performance risks and opportunities rather than waiting for someone else to flag them.

• You thrive in fast-moving environments where trends, creative formats, and platform behaviour change quickly.

• You enjoy building testing frameworks and playbooks that help brands learn and scale faster.

• You can confidently communicate performance insights and recommendations to internal stakeholders.

• You are curious about emerging paid media channels and how they can complement TikTok and the broader acquisition strategy.

Requirements

• 4–5+ years of hands-on experience managing TikTok Ads, ideally within ecommerce or DTC businesses.

• Proven experience scaling TikTok purchase/conversion campaigns and driving measurable revenue growth.

• Strong understanding of TikTok Ads Manager, including campaign setup, targeting, bidding, budget allocation, optimisation, and reporting.

• Deep understanding of TikTok's creative ecosystem, including UGC, creator-led content, short-form video, static, motion, hooks, and storytelling.

• Proven experience developing and running structured creative and performance experiments.

• Strong understanding of ecommerce performance metrics including ROAS, CPA, CAC, CTR, CPM, conversion rate, and profitability.

• Experience with attribution, UTM tracking, pixel implementation, and conversion measurement.

• Ability to audit TikTok accounts, identify performance gaps, and turn insights into clear optimisation actions.

• Strong analytical and problem-solving skills, with the ability to connect campaign performance to broader business outcomes.

• Excellent communication and collaboration skills across Creative, Analytics, Paid Media, and Brand teams.

• Ability to work independently and take ownership in a fast-moving environment.

Bonus Points

• Experience scaling multiple ecommerce or DTC brands on TikTok.

• Experience managing significant TikTok advertising budgets.

• Experience with TikTok Shop or social commerce.

• Experience working with creators, influencers, affiliates, or UGC networks.

• Experience building creative testing frameworks or performance creative playbooks.

• Experience across other paid media channels such as Meta, Google, or Pinterest.

• Familiarity with Looker Studio, automation workflows, AI-driven optimisation, or advanced reporting systems.

• Experience working within founder-led startups or high-growth businesses.

You probably shouldn't apply if...

• You see TikTok Ads as campaign execution rather than a performance and growth function.

• You rely on Creative teams to identify what to test instead of using performance data to guide creative decisions.

• You are uncomfortable staying hands-on with campaign setup, optimisation, and troubleshooting.

• You focus on ROAS alone without understanding CAC, conversion, and profitability.

• You prefer repeating established campaign structures rather than continuously testing and learning.

• You're uncomfortable operating in an environment where creative trends, algorithms, and priorities change quickly.

• You rely on others to identify performance issues instead of proactively finding opportunities and risks.

The best time to join Valerie was yesterday. The next best time is now

Our Hiring Process

We want interviews to be valuable for both sides. Throughout the process, you'll meet the people you'll work with, learn more about the role, and get a chance to understand how we think and operate.

Our process typically includes:

• Introductory conversation with our Talent team <> 30 mins

• Hiring Manager interview <> 30-45 mins

• Role-specific assessment or practical exercise (where applicable)

• Cross-functional or stakeholder interviews <> 30-45 mins

• Final conversation with leadership <> 30-45 mins

We'll always let you know what to expect before each stage.

What You Can Expect

• Meaningful work with visible impact

• High ownership from day one

• Collaboration with experienced founders, operators, and specialists

• A team that values curiosity, initiative, and continuous improvement

• Competitive compensation and the tools you need to do your best work

• Opportunities to grow as Valerie grows

Valerie is committed to building an inclusive workplace where people from different backgrounds, experiences, and perspectives can thrive. We hire based on skills, potential, and the ability to contribute to our team.