Shiseido Social Commerce Manager

Role & Responsibilities

• Set the ambition, strategy and roadmap for TikTok Shop, balancing growth, profitability, brand equity and operational readiness.
• Own channel P&L, GMV, net sales, margin, conversion, average order value and customer acquisition performance.
• Build annual and quarterly plans, trading priorities and investment recommendations, using evidence to guide decisions in a fast-changing environment.
• Define pilot success criteria and recommend when, where and how to scale across additional portfolio brands.
• Build a strategic relationship with TikTok Shop and lead joint business planning, covering growth priorities, platform opportunities, campaigns, insights and capability development.
• Lead the commercial and operational agenda for Fulfilled by TikTok (FBT), ensuring the fulfilment model supports customer experience, availability and profitable scale.
• Direct the TikTok Shop agency against clear objectives, service levels and performance measures, using specialist expertise to accelerate launch while building internal capability.
• Connect platform and agency partners with Brand, Digital, Media, Communications, Supply Chain, Customer Service, IT, Finance and Legal teams.
• Own the trading calendar, product launches, hero assortment, bundles, promotions and channel-exclusive opportunities.
• Manage Seller Centre standards, catalogue quality, pricing accuracy, availability and shop merchandising to maximise conversion.
• Use product, content and customer signals to identify growth opportunities and rapidly scale what works.
• Partner with Supply Chain and fulfilment teams to improve forecasting, stock readiness and response to demand or virality spikes.
• Shape the commercial creator and affiliate strategy, including recruitment, segmentation, commission, seeding, activation and retention.
• Build a high-quality creator ecosystem that drives discovery, product education, brand relevance and sales.
• Align organic, paid, affiliate, creator and shop activity into one connected growth plan.
• Develop LIVE commerce as both a brand and conversion experience, partnering with internal teams, hosts, creators and the agency to test and optimise formats.
• Create a full-funnel measurement framework spanning reach, traffic, creator productivity, affiliate performance, conversion, GMV, margin, new customers and repeat behaviour.
• Maintain a disciplined test-and-learn roadmap across products, bundles, promotions, content, creators, LIVE, media and new platform features.
• Turn performance data into clear actions, investment choices and senior-level recommendations.
• Document pilot learning and build practical standards, toolkits and playbooks for future brands and markets.
• Act as the internal authority on TikTok Shop and discovery-commerce, keeping the business ahead of platform and consumer change.
• Educate and mobilise stakeholders across functions and markets, explaining channel requirements and enabling faster, better-informed decisions.
• Establish clear governance, roles, routines and ways of working across local, regional and global teams.
• Champion an entrepreneurial mindset: move with pace, make decisions with imperfect information, manage risk and learn quickly.

Qualifications

• Strong hands-on experience owning and growing TikTok Shop, social commerce or an adjacent marketplace channel.
• Demonstrable commercial trading ownership, with experience managing revenue, GMV, profitability, conversion, promotions and performance levers.
• Experience working across creator or affiliate commerce, content, media and marketplace operations.
• Ability to use data to diagnose performance, prioritise opportunities and turn insight into action.
• Track record of building or scaling a newer channel, proposition or operating model.
• Experience managing agencies and senior external platform or commercial partners.
• Entrepreneurial and highly accountable, energised by building something where the playbook is still being written.
• Commercially ambitious while attentive to brand equity, customer experience and profitability.
• Comfortable operating at both strategic and hands-on levels, from making senior recommendations to solving a Seller Centre issue.
• A persuasive educator and collaborator who can simplify complexity, challenge constructively and mobilise diverse stakeholders.
• Fast, curious and resilient, with sound judgement when certainty is not yet available.
• Experience with FBT, TikTok Shop media (e.g. GMV Max), creator affiliates and LIVE commerce is highly desirable.
• Beauty, fashion, retail or consumer goods experience is highly desirable.
• Experience developing platform joint business plans and building repeatable cross-market playbooks is highly desirable.

Skills

Compensation

The base compensation for this position ranges from GBP 50,000 to GBP 55,000 per annum.

Benefits

Generous product allocation and product discounts; 26 days' holiday plus bank holidays, a birthday day off, time off for marriage or moving house, enhanced parental allowance and a holiday-buy scheme; up to 8% matching pension and life assurance up to four times salary; annual bonus based on personal development plans and business performance; Flexible Fridays; flexible and hybrid working with 60% office attendance; wellbeing programmes including mental health first aiders, free counselling and access to digital GPs; exclusive retail discounts; monthly learning and development opportunities.

About Cerulean

Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.