TikTok Shop Strategy Lead - Contract

Associate Director, Strategy

Founded in 2018, Indie Consulting is a fast-growing, strategy-led marketing consultancy that partners with some of the most exciting brands in CPG and beyond. We foster an empowering environment built on creativity and dedication, helping our clients tell their stories with clarity and impact.

At Indie, we've created a collaborative culture where growth is the norm. Our team leads with empathy, supports one another, and strives to deliver meaningful results that leave things better than we found them. If you're energized by smart strategy, great people, and real opportunities for growth, we'd love to meet you!

Role Overview

The Associate Director, Strategy is a senior strategic leader responsible for driving integrated marketing strategy across key client accounts while elevating the quality, consistency, and impact of Indie's strategy offering.

This role sits at the center of our client service model, ensuring that strategy is not just developed, but embedded across creative, activation, and performance workflows. You will serve as a trusted advisor to clients, a leader to internal teams, and a key partner in shaping how Indie scales its strategy capabilities.

You will own the strategic direction of accounts, guide cross-functional teams, and help translate business objectives into clear, actionable marketing plans that drive measurable growth. This role is ideal for someone who can operate at both a strategic and operational level: setting direction, driving alignment, and leading strategy projects with clarity, consistency, and impact.

Project Overview

We're seeking a TikTok Shop Strategy Lead to partner with our team on a 3-month engagement focused on evaluating TikTok Shop as a scalable conversion channel for two consumer brands.

This role is highly strategy-led. You will define the approach, testing roadmap, and success criteria, while our internal team executes against the plan. The goal of the project is to generate clear, data-backed answers on whether and how TikTok Shop should be scaled as a performance and commerce engine.

This is an ideal role for someone who has led & executed successful TikTok Shop strategies "in the wild" and can bring a strong point of view on what works, what doesn't, and why.

Scope & Responsibilities

TikTok Shop Strategy & POV

• Develop a clear TikTok Shop strategy tailored to two distinct brands, including hypotheses around where TikTok Shop can (or cannot) drive meaningful conversion
• Define the role of TikTok Shop within the broader growth and commerce ecosystem
• Establish success metrics and decision criteria to evaluate long-term viability

Testing Framework & Learning Agenda

• Design a structured test-and-learn roadmap across pricing and discount strategies, promotions and offer mechanics, and product assortment and hero SKU selection
• Provide strategic guidance on test prioritization, sequencing, and interpretation
• Partner with internal teams to ensure tests are designed to produce actionable learnings

Performance Interpretation & Recommendations

• Analyze results from ongoing tests and translate performance data into strategic insights
• Identify patterns, risks, and opportunities specific to TikTok Shop as a conversion engine
• Deliver clear recommendations on optimization, iteration, and potential scale

Stakeholder Partnership

• Act as a strategic advisor and subject-matter expert on TikTok Shop
• Share platform best practices, emerging trends, and POVs relevant to social commerce

What We're Looking For

• Demonstrated experience leading TikTok Shop strategy (brand, agency, or consulting side)
• Strong understanding of TikTok Shop as a commerce platform — beyond content alone
• Experience designing experiments and drawing clear conclusions from imperfect data
• Strategic thinker who can guide teams without needing to execute directly
• Comfortable working in a fast-moving, project-based environment

Nice to Have

• Experience advising multiple brands or categories simultaneously
• Background in DTC, social commerce, or performance marketing strategy
• Familiarity with creator-led or content-driven commerce models

Engagement Details

• Type: Freelance / Contract
• Duration: 3 months
• Time Commitment: Flexible / Part-time
• Focus: Strategy, testing framework, insights, and recommendations (execution handled internally)