TikTok Shops Manager

At Everything Bagel, we build and support breakthrough brands that disrupt categories and captivate audiences across digital, social, and beyond. Our brand team leads strategy and messaging for some of the most exciting startups and scaling companies across wellness, beauty, CPG, and education and more. We believe in brand-building that’s strategic, deeply human, and creatively fearless.

Role overview

The TikTok Shop Manager runs Everything Bagel's TikTok Shop practice across a multi-client roster of consumer brands (supplements, food, wellness). The role owns each client shop's affiliate program end to end: creator strategy, sampling, campaigns, shop health, reporting, and the client relationship that sits on top of it.

The job is part strategist, part operator. You set the creator and commission strategy for each brand, then make sure the daily machine runs: samples approved inside TikTok's 7-day window, target collab invites going out at volume, creator messages answered, and shop health held above 4.0. In the near future, you may direct a TikTok Shop Assistant who handles the operational work, so your time could move to growth, creator relationships, and client results.

The practice is growing and this role is expected to help build the team and systems that get it there.

Key responsibilities

Shop setup and health

• Advise on new client shop setups using the TikTok Shop setup checklist: Shopify connector sync, product listings, inventory, shipping cadence, and affiliate program settings.
• Support E-Commerce Manager on shop health above 4.0 to protect sales and affiliate eligibility. Monitor stock on promoted SKUs, third-party sellers, and listing issues.
• Troubleshoot platform problems (broken tracking links, commission discrepancies, free-shipping display errors) and open TikTok support tickets when needed.

Affiliate and creator program

• Set each client's affiliate strategy: commission rates, approval thresholds (post rate, GMV history), SKU focus, and monthly sample volume (up to ~3,000 samples/month on larger accounts), with over 6,000 affiliate invites sent monthly across each client using TikTok Shop affiliate marketing software (ex: Cruva, Euka)
• Segment creators into seed, affiliate, and partner tiers, and tailor offers to each.
• Plan target collaboration outreach: who to invite, at what volume, and when to shift from broad to niche targeting
• Identify top performers each month for flat-fee and licensing deals, and negotiate using the standard offer levers: flat fee, free product, and commission on ad spend (e.g., 5% with a 30-day licensing test before extending) in collaboration with the performance team.
• Serve as the main point of contact for priority creators, and build community through Discord, live-selling support, and IRL creator events.

Campaigns and content

• Design tiered campaigns with contests, leaderboards, and GMV bonuses, timed to the calendar and key moments like Black Friday.
• Write creator briefs, messaging templates, and talking points for each brand and creator archetype.
• Support live shopping, Spark codes, usage rights, and licensed content for paid ads, working with the paid media team.

Operations and team

• Manage sample approvals, collab invites, creator sourcing, and inbox management. Review sourced creators before any outreach.
• Own the SOPs, client rules database (sample limits, approval criteria, auto-responses), and Loom training for each account.
• Keep the TikTok Shops project board current in Asana, and use creator platforms like Cruva to run outreach, sample approvals, and tiered commissions.

Reporting and client management

• Analyze affiliate performance (GMV, creator ranking changes, post rates, sample-to-content conversion) and turn findings into recommendations.
• Prepare and co-present client reporting, run recurring client calls, and get campaign proposals and budgets approved.
• Produce quarterly trend reports on what's working across TikTok Shop.

Qualifications

• 2+ years of involvement in TikTok Shop affiliate programs, ideally across multiple brands or at an agency as a key stakeholder.
• Hands-on with Seller Center and Affiliate Center knowledge: target collabs, open collabs, sample approvals, commission settings, campaigns, and shop health.
• Track record of growing GMV through creators, with examples you can walk us through.
• Comfortable negotiating creator deals, including flat fees, usage rights, and licensing.
• Strong with data: you can pull performance, spot what's moving GMV, and explain it to a client.
• Familiarity with Cruva or similar affiliate software platforms, Asana, and Slack.
• Clear, professional writer for briefs, creator messages, and client updates.
• Organized enough to run several client shops at once without dropping daily tasks.
• Experience managing or training someone else, even informally.

Nice to have

• Running TikTok Shop through Shopify, including connector syncing and listing management.
• Experience with live shopping and supporting creators who sell on Live.
• Professional competency with Cruva or similar creator platforms, Asana, and Slack.
• Background in supplements, wellness, or CPG.
• Experience writing SOPs and building repeatable processes.

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Reporting line and working details

• Reports to: Senior Performance Strategist
• Manages (Future State): TikTok Shop Jr. Associate (part-time or contract)
• Works with: paid media and licensing (ad spend commissions, Spark codes), ops (inventory and samples), and the account lead on each client.
• Tools: TikTok Seller Center and Affiliate Center, Cruva, Shopify, Asana, Slack, Discord.