Manager - TikTok Shop Activation

Job Title: TikTok Shop Activation Manager

Division: Chief Digital Marketing Office LUSA

Location: New York, NY (Hybrid - In-Office Required)

Reports To: TikTok Shop Acceleration Lead CDMO LUSA

Who We Are:
For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.

At L’Oréal Consumer Products, our mission is to democratize the best of beauty, and for us, beauty has to be sustainable. Our division holds the world’s #1 beauty brand with L’Oréal Paris, the #1 makeup brand with Maybelline New York, the #1 natural brand with Garnier, as well as NYX Professional Makeup.

Mission:
The TikTok Shop Activation Manager is the hands-on operator behind L’Oréal USA’s creator-led social commerce growth on TikTok Shop. This role owns the day-to-day execution across the TikTok Shop "AAA" framework: Assortment, Affiliates, and Activation. This includes setting up product pages, writing creator briefs, filming first-party content, managing affiliate communities, co-hosting livestreams, and coordinating daily with TikTok Shop Partner (TSP) agencies and brand teams to drive GMV.

This person must be an active TikTok content creator with affiliate status and working access to TikTok’s Affiliate Center. You will build direct relationships with L3+ creators, produce content that models best practices for the affiliate network, and serve as the organization’s subject matter expert on TikTok Shop content and commerce.

Core Responsibilities:
Assortment and Product Strategy

• Own the hands-on setup of new product pages, bundles, and TikTok Shop exclusives on the platform.
• Share all new product information across internal teams (brand, DMI, media) and external partners (TSP, creators).
• Consult on product and bundle strategy, providing expert feedback on what will resonate with creators and drive affiliate conversion.
• Advise on pricing and commission structures based on creator-facing market intelligence and competitive benchmarking.

Creator and Affiliate Management

• Build and manage relationships with L3+ creators through direct outreach. Personally identify, vet, and recruit high-impact affiliates beyond agency-sourced talent.
• Develop and distribute creator briefs by gathering product details, claims, and content direction in consultation with brand marketing and DMI.
• Provide clear sourcing guidelines to the TSP to ensure creator quality and brand alignment.
• Review large creator partnerships (1M+ followers) and partner with DMI for approval.
• Monitor creator content daily for compliance risk. Flag creators who violate L’Oréal USA or brand guidelines and execute de-monetization based on established escalation protocols.
• Manage affiliate operations: link and code creation, attribution tracking, commission eligibility, and creator documentation (contact info, platform participation, gifting history, performance notes).
• Coordinate product sampling and gifting operations, including order placement, shipment tracking, and follow-up to ensure creator activation.
• Nurture the creator community through active engagement: host in-person creator events, moderate webinars, and manage communications via LARK, Discord, and TikTok Shop Affiliate Center.
• Negotiate creator terms where applicable, including deliverables, usage rights, exclusivity, and timelines.

Activation and Content

• Lead by example: film first-party TikTok content that models best-in-class storytelling, product education, and conversion-optimized formats for the affiliate network.
• Review top-performing creator content and provide recommendations (alongside TSP) to media teams for paid boosting.
• Surface high-performing content to brand teams for repurposing across owned channels.
• Coordinate with the TikTok brand handle lead on the shoppable video posting schedule.
• Co-host on-camera livestreams with agency talent to drive engagement and sales.
• Execute A/B tests on content formats (e.g., creator vs. brand-led, trend-driven vs. product-led) and use results to refine briefing strategy.
• Monitor TikTok algorithm shifts, trending sounds, and content formats. Translate platform intelligence into actionable creative pivots and updated creator briefs.

Campaign Strategy and Execution

• Plan and execute affiliate campaigns, contests, and commission boosts tied to product launches, promotions, and tentpole moments.
• Develop and manage a sampling strategy aligned to campaign cadence and sales targets.
• Manage affiliate incentive budgets with rigorous focus on ROI and ROAS.
• Oversee the full lifecycle of TikTok Shop campaigns, ensuring alignment with broader brand campaigns and a unified customer experience.

Performance Tracking and Reporting

• Track and report on channel KPIs: GMV, GPM AOV, conversion rate, engagement, reach, active affiliates, and creator activation rate.
• Analyze performance via TikTok Business Suite and Seller Center to identify optimization opportunities and full-funnel conversion insights.
• Build TikTok Shop P&L forecasts to guide shop strategy and inform business planning.
• Collaborate with Demand Planning, Marketing, and Commercial teams to forecast the impact of affiliate activities on inventory and sales targets.
• Deliver weekly and monthly reporting with clear insights and actionable recommendations for senior leadership.

Cross-Functional Collaboration

• Serve as the internal subject matter expert on TikTok Shop content and affiliate strategy, providing thought leadership to Marketing, A&I, and divisional stakeholders.
• Act as the primary point of contact for TikTok Shop Partners (TSPs), ensuring operational alignment with L’Oréal’s strategic goals.
• Partner with brand marketing to build a content bank that fills gaps and provides agility for trend-jacking and key brand moments.
• Partner with Le Care to manage real-time community interactions, converting customer inquiries into engagement and sales opportunities.

Key Measures of Success:
Creator Community and Program Health

• Creator Activation Rate (Primary): Percentage of seeded creators who produce and post content for a given campaign.
• Creator Pool Growth: Quarter-over-quarter growth in active, brand-safe creators in the affiliate program.
• Community Engagement: Active participation and sentiment in creator channels (LARK, Discord), including webinar and event attendance.

Content and Sales Performance

• GMV Achievement (Primary): Total revenue generated from the managed creator pool and brand content, aligned with brand budget and ambition.
• AOV Growth (Primary): Quarter-over-quarter increase in average order value, driven by strategic bundling, multi-product briefs, and promotional offers.
• Livestream Performance: GMV, average concurrent viewers, and engagement rate from hosted livestreams.

Operational Excellence

• Content Compliance (Primary): Low rate of content violations, reflecting effective guideline communication and diligent monitoring.
• Speed-to-Live: Efficiency of setting up new products, bundles, and creator briefs on the platform.

Requirements:

• Active TikTok content creator with affiliate status and working access to TikTok’s Affiliate Center. This is non-negotiable.
• 3-5+ years of experience in TikTok Shop management, affiliate marketing, influencer marketing, or creator partnerships, ideally within beauty or CPG.
• Proven track record managing TikTok Shop affiliate programs, including creator sourcing, briefing, and performance optimization.
• Comfortable on camera and able to produce first-party content that demonstrates platform best practices.
• Strong operational skills: link/code management, attribution tracking, gifting logistics, and creator documentation.
• Analytical rigor with GMV reporting, P&L forecasting, and platform analytics tools (TikTok Business Suite, Seller Center).
• Deep knowledge of TikTok’s algorithm, content trends, trending sounds, and commerce features.
• Experience managing creator communities across platforms like Discord, LARK, or similar.
• Strong negotiation skills for creator partnerships, including deliverables, usage rights, and exclusivity terms.
• Excellent cross-functional communication and stakeholder management skills.
• Highly organized with the ability to manage multiple campaigns, creator relationships, and timelines simultaneously in a fast-paced environment.

What’s In It For You:

• Salary Range: $98,400 - $140,200 (The actual compensation will depend on a variety of job-related factors which may include geographic location, work experience, education, and skill level)
• Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
• Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
• Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
• Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)
• Learning & Development Opportunities for Career Progression (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
• Employee Resource Groups (Think Tanks and Innovation Squads)
• Access to Mental Health & Wellness Programs

Don’t meet every single requirement? At L’Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your past experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!

We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

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