About the Role

This role is responsible for developing and executing merchandise selection strategies and promotion subsidy plans for Tik Tok UK's e-commerce campaigns. You will own key business metrics including GMV scale, operational efficiency, merchant participation rate, and user growth, while aligning strategies with market trends, consumer demands, and platform business objectives. Your work will directly drive sales performance, enhance long-term merchant growth, and deliver genuine value to Tik Tok users.

Responsibilities

• Develop and optimize end-to-end merchandise strategies for UK campaigns (e.g., seasonal promotions, Black Friday, Tik Tok Shopping Festivals) by analyzing industry trends, competitor offerings, and Tik Tok user insights, directly driving GMV, conversion rates, and average order value (AOV) growth.
• Design merchant incentive mechanisms using platform resources (traffic support, subsidies, data tools) to attract high-quality merchants and premium, competitively priced products; collaborate with the Industry AM team to expand merchant coverage and enhance recruitment efficiency.
• Create targeted subsidy strategies for campaigns—including user segmentation, subsidy tiering, and promotional tool combinations (coupons, direct subsidy)—and conduct A/B tests to optimise subsidy ROI, unlocking user acquisition and repeat purchase growth.
• Coordinate with Product, Data Analytics, and Engineering teams to consolidate product feature requirements and build data infrastructure, enabling data-driven strategy adjustments and stakeholder alignment.

Qualifications

Minimum Qualifications

• Education: Bachelor's degree or above, with preference for majors in Marketing, Data Analytics, Statistics, or Business Administration.
• Work Experience: 2-3 years in marketing strategy, e-commerce operations, or business analytics; prior experience at e-commerce platforms, consulting firms, or e-commerce service providers is highly preferred, with familiarity with UK e-commerce market trends and key campaign cycles a plus.
• Core Competencies: Strong logical reasoning and data analysis skills, including proficiency in Excel, SQL, and data visualisation tools; experience designing A/B tests and translating data into actionable strategies; ability to align tactics with long-term business goals and balance user experience, merchant interests, and platform KPIs.
• Soft Skills: Excellent cross-functional communication and collaboration abilities to coordinate resources across BD, Product, and Data teams and deliver projects on tight deadlines; proactive mindset and adaptability to thrive in a fast-paced, dynamic e-commerce environment.