TikTok Shop Growth & Ops Lead

Location: Dubai

Function: Global E-Commerce TikTok Shop vertical

Scope: Global TikTok Shop business across US, UK, Europe, and future markets (SEA, LatAm where TikTok Shop opens)

Role purpose:

Set up and scale the TikTok Shop business globally. The role is responsible for turning TikTok Shop into a scalable, profitable channel for the companys brands starting with Aer and expanding to more SKUs and brands as the business grows. This role owns daily execution, weekly GMV delivery, monthly P&L health, and quarterly market expansion.

Key responsibilities:

- Lead end-to-end TikTok Shop launches in new markets entity setup, account onboarding, category approvals, compliance, payouts and bank setup.

- Build and maintain a market entry checklist that can be reused for every new shop.

- Sequence launches by market opportunity, brand fit, fulfilment readiness and platform support.

- Manage relationships with TikTok Shop category managers, FBT and platform support teams.

- Own day-to-day TikTok Shop operations across live markets.

- Drive GMV through a structured weekly execution rhythm promotions, vouchers, flash sales, livestream calendars, affiliate pushes and ad boosts.

- Ensure listings are healthy, prices are aligned, stock is available, and shop scores are protected.

- Resolve operational issues fast: order cancellations, listing takedowns, payouts, returns and platform escalations.

- Run the affiliate engine on TikTok Shop open plans, target plans, commission rates and creator outreach pipelines.

- Work closely with the Creator/Content/Affiliate Lead to use the central creator database and brief templates.

- Push for the right creator mix small/medium creators for volume, hero creators for scale moments.

- Track creator GMV, content output, and cost per order at shop level.

- Own the TikTok Shop paid media plan Video Shopping Ads, LIVE Shopping Ads, Product Shopping Ads and GMV Max.

- Test and scale winning creatives, manage daily budgets, control ROAS and POAS.

- Coordinate with the Performance & Analytics Lead on test design, learnings and scaling rules.

- Manage paid media agencies where used, with clear performance guardrails.

- Decide TikTok Shop assortment in line with global guardrails.

- Build SKU bundles, pack sizes and price ladders that work for TikTok Shops impulse buy behavior.

- Plan promotion calendars by market sale events, payday moments, platform mega sales, brand campaigns.

- Manage NPD launches on TikTok Shop with a clean launch checklist.

- Track listing health, video health, shop score, ODR, late dispatch rate and cancellation rate.

- Manage inventory planning with supply chain forecast vs actual, stock cover, stockout risk.

- Coordinate with 3PL or fulfillment partners for on-time dispatch.

- Manage CX escalations and protect shop ratings.

- Own TikTok Shop GMV, contribution margin and shop-level P&L for the markets in scope.

- Track platform fees, commissions, fulfillment cost, returns and deductions.

- Flag margin leaks early. Recommend price, pack or promo changes to protect contribution.

- Build the monthly TikTok Shop business pack for the Global E-Commerce Lead.

- Manage the shared Ops Executive and external agencies on a day-to-day basis.

- Provide clear briefs, scorecards and reviews for all agency partners.

- Work with brand, supply chain, finance, legal and tax teams for market readiness.

- Represent TikTok Shop in monthly business reviews and leadership updates.

KPIs:

- Business KPIs: TikTok Shop GMV, Net sales value (NSV), Gross contribution margin, Average Order Value (AOV), Repeat order rate.

- Growth KPIs: Affiliate GMV %, Creator GMV, Number of active creators per shop, Number of videos live per day per shop, LIVE GMV %.

- Performance KPIs: ROAS / POAS on GMV Max, CAC for new buyers, Creative pass rate.

- Operational KPIs: Shop score, Order Defect Rate (ODR), Late Dispatch Rate, Cancellation rate, Listing health score, Stock cover days, Days to resolve platform escalations.

- Expansion KPIs: New TikTok Shop markets launched on time, Time from approval to first sale, Launch checklist compliance score.

Skills and experience required:

- 4 to 6 years of total experience, with at least 2 to 3 years in e-commerce, digital, or social commerce roles.

- Hands-on experience running TikTok Shop, or Shopee/Lazada/Amazon Live, or strong direct e-commerce platform experience with creator-led growth.

- Experience launching a shop or marketplace in at least one market end to end.

- Experience working with creators, affiliates and UGC content at scale, not only as a marketer but as a commercial operator.

- Experience managing agencies, with clear performance scorecards.

- Experience working across multiple geographies is a plus US, UK, EU, GCC or SEA.

- Strong understanding of TikTok Shop mechanics, commercial sense, content/creator instinct, execution and operations skills.

- Comfortable with data and dashboards (GMV, ROAS, CAC, AOV, CVR, ODR) and weekly/monthly business reporting.

- Bias for action and ownership, strong communication and stakeholder management.

- Tools: TikTok Shop Seller Center, TikTok Ads Manager, GMV Max, Excel/Google Sheets, Power BI.