Director, Social Commerce & TikTok Shop

At K18, we're about hair freedom for all–engineered with biotech. We are on a mission to liberate expression. To make the impossible possible with the right technology. To build a community of forward thinkers, risk takers, and rabble rousers. To bring fearless innovation forward and push boundaries past where we thought they could go. 

Position Overview

Mission

Own K18's end-to-end creator ecosystem — architecting a creator-led growth engine across both Pro stylist creators (roughly 25–40% of creator mix, for credibility) and consumer creators (for reach and relatability) — while building K18 into the leading social commerce brand through TikTok Shop and future social commerce platforms. Creates a seamless connection between creators, Pro Artists, community, and commerce that drives demand generation across all channels, not TikTok Shop alone.

Core Responsibilities

Creator Ecosystem & UGC Flywheel

• Architect and scale a creator-led growth ecosystem spanning Pro stylist creators and consumer creators.
• Partner with Consumer Engagement to build a UGC flywheel that fuels both organic and paid channels — creator content as the raw material for the full marketing engine, not just TikTok Shop.
• Ensure creator strategy is audience-first, culturally relevant, and performance-measured with clear attribution to downstream channel impact.

Social Commerce Strategy

• Own the long-term social commerce roadmap.
• Identify emerging commerce opportunities across TikTok, Instagram, YouTube, and future platforms.
• Develop annual business plans and growth forecasts.

TikTok Shop General Management

• Own TikTok Shop demand generation, revenue, and KPIs.
• Identify and build content creators, Pro community roster to drive content creation.
• Develop POV on Livestream opportunities and execute against to amplify.
• Manage assortment, merchandising, pricing, exclusives, bundles, and launches.
• Optimize storefront performance and customer experience.

Creator & Affiliate Commerce

• Build a scalable affiliate strategy in alignment with media and consumer engagement team.
• Recruit and grow high-performing creator partners.
• Identify and recruit Pro Artistry talent for content creation and Livestreams.
• Develop incentive structures and creator segmentation.
• Partner closely with Influencer Marketing while owning the commerce outcomes.

Livestream Commerce

• Build a recurring LIVE shopping calendar.
• Partner with creators and educators.
• Measure conversion and customer acquisition from live events.

Growth & Performance

• Own KPIs including: GMV, EMV, NCA, Traffic & Revenue impact across all channels, Conversion Rate, AOV, Repeat Rate, Affiliate Revenue, CAC, ROAS, Creator Productivity (Stylist acquisition), LTV.

Qualifications

• 5+ years in ecommerce, marketplaces, or social commerce.
• Deep TikTok Shop expertise.
• Strong analytical skills.
• Experience scaling affiliate and creator programs.
• Comfortable working in a high-growth environment.
• Experience working in the following platforms: Rakuten, LTK, ShopMy, TikTok Shop.
• Proven ability to plan and execute performance-driven affiliate campaigns.
• Analytical skills with experience using tools (e.g., Google Analytics, Measured, RetentionX, Shopify) to track and report on campaign performance.
• Strong analytical skills with a focus on data-driven decision-making and channel optimization.
• Experience working cross-functionally in complex organizations to align strategies and drive outcomes.

What Success Looks Like

Within 12 months this person should:

• Build a best-in-class TikTok Shop.
• Establish a scalable creator commerce engine.
• Launch a repeatable LIVE commerce program.
• Integrate creator, paid media, and merchandising into one growth engine.
• Deliver significant demand generation and meaningful incremental revenue while improving customer acquisition efficiency.

Salary Range: up to $185k (in USD $)

This range represents the low and high end of the anticipated base salary range for this position. The actual base salary will depend on numerous factors such as: experience, knowledge and skills, and if the location of the job changes.

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EEO Statement

K18 is proud to be an equal opportunity employer and is committed to providing employment opportunities regardless of race, religious creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, pregnancy, childbirth and breastfeeding, age, sexual orientation, military or veteran status, or any other protected classification, in accordance with applicable federal, state, and local laws. For more information, please see Know Your Rights: Workplace Discrimination is Illegal.

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