Head of TikTok Shop

For You Advertising (part of Soar Group) 

London, hybrid (2 days per week in Chalk Farm office) 

Full-time 

Competitive salary + performance-related bonus

Build the UK's leading TikTok Shop department, not just run it 

For You Advertising (FYA) is Soar Group's TikTok specialist and the only agency in the UK with Triple TikTok Partner status across Marketing, Creative and Shop. Soar Group is one of the UK's fastest-growing performance marketing agencies. We drive new customer revenue for 8–9 figure DTC e-commerce brands through Meta, Google, TikTok and Performance Creative.

TikTok Shop sits at the centre of the social and creator commerce business we're building. The department has grown fast on a flat, hands-on structure, and it now needs a leader to design and build what comes next.

Why this role, why now?

This is a Head of role, not a lead role. We aren't looking for the best operator in the room. We want the person who builds the operators, and who gets the team to a point where it runs and grows without them in the detail.

You'll start by leading a talented team of Shop Managers, Affiliate Managers (in the UK and offshore) and a GMV Max Manager. Over the next 12–18 months you'll build a leadership layer underneath you, with a lead in each discipline: affiliate, shop strategy, GMV Max, LIVE, and client services. Some of those teams don't fully exist yet. Designing them is your job. As our social commerce offering grows, so does the scope of this role. There is no ceiling here.

Your mission is to take us from managing shops for a fee to owning growth for our clients and sharing in it.

What you'll own

Commercial performance. You'll own the TikTok Shop P&L, including revenue, margin and EBITDA contribution across every client. Our model is performance-linked, so your focus is proving incremental lift sooner and growing it further, while keeping every client and every shop profitable. You'll lead senior commercial conversations, including upgrades, fee reviews and escalations, and spot commercial drift before it becomes a problem.

The transformation. You'll set the vision and target structure for the department, build the business case, and hire the leaders it needs, all while delivering against the current forecast with the existing team. The team has strong client relationships and a strong delivery identity. You'll raise the ceiling without losing what already works.

People and progression. You'll coach and develop the team. With HR, you'll define levels, roles and progression paths, and design reward that's linked to results. You'll grow future leaders from within, and you'll build routes to seniority that don't all depend on managing people.

Clients. You'll be the senior TikTok Shop voice for our clients and own the most complex relationships. You'll build a client experience that sets FYA apart, covering onboarding, strategy sign-off, reporting and QBRs. You'll also bring a cross-channel perspective that opens up bigger conversations with clients across the wider Soar Group offering, including Meta, Google and Creative.

Growth methodology. You'll own and evolve how FYA grows a TikTok Shop, from audit and Growth Plan through to the QBR cycle. You'll codify how affiliate, shop strategy, GMV Max and LIVE work together and hand over to each other, and you'll set the evidence standard so that every claim separates what is known, what is modelled and what is assumed.

The TikTok partnership. You'll own our day-to-day relationship with TikTok's partner and category teams and protect our Shop Partner status. You'll represent FYA as the UK's TikTok Shop specialist at events, on panels and in the market.

Operational excellence. You'll build the frameworks the department runs on: capacity planning, scoping, SOPs, shared AI workflows and a monthly commercial review.

What success looks like

• In 6 months: you're delivering the forecast, the target structure and hiring plan are agreed, everyone knows who they report to and what they're measured on, and the MD is no longer the escalation point for TikTok Shop.
• In 12 months: the new structure is live, the first leaders are hired and embedded, net revenue retention is above 100%, and the department runs consistently without your direct involvement.
• In 24 months: FYA is the agency UK brands, and TikTok itself, think of first for TikTok Shop.

Requirements

About you

You've done this before, either at an agency, a TikTok Shop Partner or a multi-brand group. You've taken a flat, hands-on team and built it into a structured department while keeping it delivering.

You see the whole ecosystem. You understand how affiliate, shop strategy, GMV Max and LIVE each drive GMV and how they fit together, rather than seeing growth through one lever alone. You also know there's a world beyond TikTok Shop, and you're comfortable talking about how it connects to a brand's wider performance marketing.

You're also:

• Commercially fluent. You can read the economics of a service or a brand, spot where margin leaks, and understand how retainer and performance-share models make money.
• Evidence-led. You question every result before you report it, and you teach your team to do the same.
• A builder of talent. You let people reach the answer themselves, and people on your teams have gone on to more senior roles.
• Credible at both ends of the room, whether you're with a founder or CMO or with an Affiliate Manager in a different time zone.
• Opinionated about where TikTok Shop is going, and you bring that thinking into client conversations.

Experience we're looking for

• 5+ years in e-commerce growth, including at least 2 years hands-on in TikTok Shop.
• Experience building or scaling a commerce team. You've designed roles, hired leaders and put structure around fast growth.
• A track record of affiliate-led shop growth: creator programmes, briefs that convert, sample management, and scaling with GMV Max once the signal is there.
• Agency or client-facing commercial experience, including selling, defending or growing fees with senior stakeholders.
• Strong analytical skills across Seller Centre, Affiliate Centre, and tools like Kalodata and Fastmoss, including knowing where their estimates fall short.
• Working knowledge of TikTok LIVE commerce.
• Experience leading remote or offshore team members is a plus.

Our values

• Extreme Ownership: we take responsibility for every outcome within our control.
• Kind Candour: we say what needs to be said, with honesty, empathy and purpose.
• Radical Curiosity: we challenge assumptions to drive smarter results.
• Outcome Obsessed: we measure every decision by the client outcome it creates.

Benefits

What we offer

• Competitive salary plus a performance-related bonus linked to department KPIs
• 28 days' annual leave, including your birthday, Christmas Eve and New Year's Eve
• Private health insurance with wellness perks (after 6 months)
• Life insurance and Smart Health services, including a 24/7 virtual GP and wellbeing support
• Cash plan for dental, optical, physio and more
• Company pension
• Professional Development Fund
• Hybrid working, plus a Work Abroad Scheme (up to 30 days at a time)
• Regular company events and team socials across the Group

If you're ready to build something rather than inherit it, we'd love to hear from you!