About this role
About the team
The team drives, leads and grows the TikTok Shop Lifestyle Category, providing both sellers and buyers a seamless shopping experience.
About the role
As a Category Growth and Brand Management Lead, you will play a key role in shaping and accelerating the growth of the Lifestyle category on TikTok Shop.
You will own a portfolio of strategic brands and merchants while also helping develop the broader category strategy. This role sits at the intersection of commercial strategy, merchant management, assortment, marketing, and e-commerce growth.
We are looking for someone who knows how to build businesses, not just manage accounts — someone who can identify where the next growth opportunity lies, convince merchants to invest, and turn commercial strategies into measurable GMV growth.
This is a strong opportunity for an experienced e-commerce professional who has operated at Team Lead / Manager level or as a strong individual contributor, and is looking to take on broader category ownership and potentially grow into a people leadership role.
Responsibilities:
- Drive Category Growth: Develop and execute category and sub-category growth strategies across GMV, assortment, traffic, conversion, and monetisation, identifying the biggest opportunities and translating them into clear action plans.
- Win & Grow Key Merchants: Acquire and incubate leading brands, principals, distributors, and strategic merchants, building strong commercial relationships and securing competitive assortments, pricing, promotions, and campaign participation.
- Build Joint Business Plans: Partner with strategic merchants to develop and execute Joint Business Plans (JBPs), aligning their business priorities with TikTok Shop's growth opportunities across campaigns, content, livestream, affiliate, and advertising.
- Unlock Merchant Growth: Diagnose merchant performance and identify growth opportunities across assortment expansion, pricing, content, livestream, affiliate, and promotional levers, turning insights into concrete commercial actions.
- Build a Scalable Seller Ecosystem: Develop approaches to manage and grow mid- and long-tail sellers through structured incubation, seller education, performance management, and scalable engagement programs.
- Raise Marketplace Quality: Work with merchants and internal teams to improve key seller and customer experience metrics, including fulfilment, cancellation, returns, shipping performance, and service quality.
- Lead Cross-Functional Execution: Collaborate closely with Campaign, Creator, Ads, Operations, Product, and other teams to translate category strategy into integrated initiatives and deliver business targets.
- Influence Through Data & Storytelling: Own business reviews, merchant pitches, commercial negotiations, and category presentations, using data and market insights to influence senior stakeholders and external partners.