About this role
TikTok's Global Business Solutions (GBS) regional sales and advertising teams drive revenue growth by promoting our advertising solutions, onboarding clients, and running campaigns that deliver measurable results.
Client needs, market trends, and performance expectations shift constantly, and differently in every market. We build strategy accordingly, turning those moving pieces into advertising solutions that work and client partnerships that last.
You will help businesses grow on a global platform, working on the campaigns and relationships that turn advertisers into long-term partners.
TikTok’s Growth organisation helps ambitious businesses and brands unlock their next stage of growth on TikTok. We work across a broad portfolio spanning emerging businesses, mid-market companies and selected enterprise merchants, combining deep market expertise, scalable commercial strategies and TikTok’s advertising and commerce solutions to accelerate growth.
Within Growth, our Commerce team is helping build the future of discovery commerce through TikTok Shop. As TikTok Shop expands across Europe, we are building the merchant ecosystem that will power its next phase of growth.
We are looking for a dynamic and entrepreneurial Growth Activation Manager to help accelerate TikTok Shop adoption and merchant growth.
This is a highly commercial role focused on merchant acquisition, activation and incubation. You will identify high-potential businesses, bring them into the TikTok Shop ecosystem and help them build the foundations required to successfully scale.
You will own the early stages of the merchant journey — from prospecting and qualification through onboarding, first activation, advertising adoption and initial GMV growth — before successfully graduating merchants into our Account Management organisation for longer-term growth.
You will work directly with founders, ecommerce leaders and commercial decision makers, helping them understand the opportunity TikTok Shop can create for their business and turning that opportunity into measurable results.
This is not a traditional account management role. You will operate like a commercial builder, combining business development, ecommerce expertise and data-driven execution to identify the merchants that can succeed on TikTok Shop and accelerate their path to growth.
Success requires curiosity, pace, resilience and strong commercial judgement. You should be comfortable building relationships from the ground up, navigating ambiguity and taking ownership for moving merchants from opportunity to activation and ultimately sustainable growth.
Responsibilities
Build the Market
- Identify, prospect and engage high-potential merchants that can grow within the TikTok Shop ecosystem.
- Develop a strong understanding of priority categories, merchant segments and market opportunities and translate these into focused acquisition strategies.
Own Merchant Activation
- Own the merchant journey from initial engagement through onboarding and successful activation.
- Create clear activation plans, remove barriers and ensure merchants have the right commercial, operational and advertising foundations to begin scaling their business on TikTok Shop.
Accelerate Merchant Growth
- Incubate newly activated merchants through their earliest stages of growth.
- Use data to identify opportunities and help merchants improve content, advertising adoption, conversion and GMV performance.
Drive Graduation
- Build merchants towards clearly defined growth milestones and successfully graduate high-potential businesses into our Account Management organisation.
- Ensure merchants transition with a clear growth strategy, strong operating foundations and identified opportunities for continued expansion.
Unlock the Commerce Opportunity
- Help merchants understand how content, commerce and advertising work together on TikTok.
- Drive adoption of solutions including Shop Ads and GMV Max where appropriate, helping businesses increase discovery, traffic, conversion and GMV.
Assume Ownership
- Own activation and graduation outcomes across your merchant portfolio.
- Maintain a strong pipeline, prioritise the highest-potential opportunities and use data to continuously improve conversion across the acquisition and incubation funnel.
Think Like an Entrepreneur
- Operate with pace, curiosity and a builder mindset.
- Experiment with new acquisition channels, merchant propositions and engagement strategies, identify what works and turn successful approaches into repeatable playbooks.
Build for Scale
- Identify patterns across merchant acquisition and onboarding and develop scalable programmes that improve activation quality and speed.
- Share learnings across markets and contribute to the evolution of TikTok Shop’s Growth strategy.
Make Your Own Discoveries
- Develop deep expertise across TikTok Shop, Shop Ads, merchant tools and the wider ecommerce ecosystem.
- Stay close to market trends, category dynamics and competitor activity and use these insights to identify new merchant and growth opportunities.
Collaboration Creates Value
- Partner closely with Account Management, TikTok Shop, Product, Marketing, Operations, Sales Operations and Enablement.
- Ensure a seamless merchant journey from acquisition through incubation and graduation and bring merchant feedback back into our wider commercial and product strategy.
Embrace Change as an Opportunity
- Operate effectively in a rapidly evolving business.
- Adapt quickly as TikTok Shop, our products and our operating model develop, turning ambiguity into clear action for merchants and internal teams.