Lead Social Commerce Strategist

About the Role

The Lead Social Commerce Strategist is a mid-management role responsible for developing and leading go-to-market strategy for clients on TikTok Shop, as well as creator strategy for paid media clients. Reporting to the Sr. Director of Creator Commerce, this role manages a Creator Program Manager and acts as the strategic lead across affiliate marketing, creator programming, and social commerce execution.

The ideal candidate brings a strong foundation in affiliate and creator marketing — and ideally experience in e-commerce or marketplace selling — and is energized by building scalable programs that drive measurable agency and client revenue.

Key Responsibilities

Go-to-Market Strategy & Client Leadership

• Develop and own the TikTok Shop go-to-market strategy for clients, translating brand objectives into actionable creator and commerce programs.
• Lead creator strategy for paid media clients, ensuring alignment between creator programming, paid amplification, and performance goals.
• Own agency and client revenue tied to social commerce and creator performance, setting targets and holding accountability for outcomes.

Creator Program Strategy & Briefing

• Design tiered creator and affiliate program structures, including incentive frameworks, commission strategies, and briefing standards.
• Develop and deliver creator briefs that clearly communicate campaign objectives, content expectations, and performance benchmarks — ensuring consistency and quality across the program.
• Build and optimize scalable systems for creator sampling workflows and communication, enabling the Creator Program Manager to execute efficiently at scale.
• Establish best practices and playbooks for affiliate onboarding, briefing, and ongoing program management.

Performance & Analytics

• Set KPIs and measurement frameworks for creator and social commerce programs; track GMV, conversion, CTR, content performance, and affiliate program health.
• Analyze program performance and surface insights that inform strategic optimizations; develop forecasts and client-facing reporting.
• Monitor overall social commerce channel health across TikTok Shop and Instagram Shop, identifying risks and growth opportunities.

Cross-Functional Collaboration

• Partner with account managers to ensure creator strategy is aligned with client goals and integrated into the broader marketing plan.
• Collaborate with creative teams to shape content strategy and ensure creator briefs are informed by strong creative direction.
• Coordinate with paid media teams to align organic creator programming with paid amplification strategies and maximize content performance.

Live Shopping

• Support the development of TikTok Live and live shopping strategies for relevant clients where applicable; this is a value-add capability, not a core requirement of the role.

Qualifications

Required

• 5+ years of experience in affiliate marketing, creator/influencer marketing, social commerce, or digital marketing — with at least 2–3 years of hands-on social commerce ownership.
• Deep, hands-on proficiency in TikTok Shop Seller Center, including the Affiliate Management system, campaign tools, and commerce suite.
• Proven track record of building and managing affiliate programs tied to measurable revenue outcomes, including tiering, incentive design, and briefing.
• Strong analytical skills — comfortable working with performance data, dashboards, and large datasets; able to translate findings into strategic recommendations.
• Experience managing performance-driven creator or influencer campaigns with clear KPIs (GMV, conversions, CTR, ROI).
• Demonstrated ability to build scalable operational systems and workflows in a fast-moving environment.
• Strong communicator with experience presenting strategy to clients or senior stakeholders.
• Experience managing or leading direct reports or junior team members.

Preferred

• Background in e-commerce, marketplace selling (Amazon), or DTC.
• Experience with Instagram Shop or other social commerce platforms.
• Familiarity with Impact or other affiliate management platforms.
• Agency experience managing social commerce programs across multiple clients.
• Hands-on experience planning or executing TikTok Live or live shopping events.