Summary /Objective
The TikTok Manager is the single owner of TYR’s presence and revenue on TikTok. You will launch and scale TikTok Shop, run the brand’s organic channel, build a creator and affiliate engine on the platform, and coordinate paid amplification with the performance marketing team.
This is a builder role. The channel is early, the mandate is clear, and you will be measured on GMV, audience growth, and content velocity. You should be comfortable operating hands on while also managing an external agency partner during the launch phase.
Position Responsibilities and Accountabilities:
TikTok Shop (P&L owner)
- Launch and operate TYR’s TikTok Shop: catalog setup, product listings, pricing/promo calendar, fulfillment coordination, and shop health metrics
- Own GMV targets and weekly performance reporting across organic, affiliate, paid, and LIVE
- Manage the launch agency partner day to day; set the plan to bring capabilities in-house over time
- Run TikTok Shop promotions, flash sales, bundles, and platform campaign moments (Deals for You Days, Black Friday, back-to-school swim season, CrossFit Open)
Creator & Affiliate Commerce
- Build and run TYR’s TikTok Shop affiliate program: open-collab and target-collab strategy, sample seeding, commission structures, and creator tiering
- Recruit and activate creators across swim, run, CrossFit/functional fitness, and lifestyle training; scale to a large active affiliate base posting weekly
- Identify and lock in top-performing creators for Spark Ads whitelisting and repeat content
- Partner with the Marketing to keep TikTok affiliate efforts aligned with the broader program
Organic Channel & Content
- Own the @tyrsport TikTok account: content calendar, posting cadence (daily minimum), trend response, community management, and comment engagement
- Produce and direct native, low-polish, high-velocity content, on-site at HQ, at events, and with athletes, that performs on the platform rather than repurposed brand assets
- Develop content pillars around the CXT-3, swim training, goggle and equipment education, and the swim-to-training crossover story
Paid Amplification
- Coordinate with Paid Media on Spark Ads, Shop Ads, and GMV Max, feeding winning organic and creator content into paid at speed
- Set testing frameworks for hooks, formats, and creators; share learnings across the marketing org
Measurement & Reporting
- Weekly dashboard covering GMV, orders, AOV, conversion, follower growth, views, engagement, creator activations, and content output
- Monthly channel review to leadership with clear RAG status on priorities and a forward test plan
- Competitive tracking of peer brands on TikTok Shop, what’s working and what we should steal
- Other Duties - Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.
What Success Looks Like
- 90 days: TikTok Shop live with full catalog, agency onboarded, affiliate program open, daily organic posting in place, first LIVE sessions run
- 6 months: Consistent weekly GMV growth, a stable of whitelisted top creators, Spark Ads pipeline fed weekly from organic winners
- 12 months: 1000 active affiliates posting monthly, TikTok Shop is a material, profitable revenue channel; TYR’s TikTok audience is the largest of any performance swim brand and competitive with training/footwear peers; in-house capability reduces agency dependence
Qualifications and Competencies:
- 3–6 years in social commerce, creator marketing, or social media management, with at least 1–2 years running TikTok Shop for a DTC or consumer brand
- Demonstrated GMV results on TikTok Shop — you can walk us through what you launched, what it did, and what you’d do differently
- Hands-on fluency with TikTok Seller Center, Affiliate Center, TikTok Shop Partner ecosystem, Spark Ads, and LIVE
- A track record of growing a brand TikTok account organically — you understand hooks, retention, trend timing, and why content works on this platform specifically
- Experience recruiting, seeding, and managing creators at scale; comfortable with commission models and creator negotiation
- Analytical and commercially minded: you speak GMV, AOV, CVR, ROAS, and CAC, and you make decisions from the numbers
- Strong operator: you can run an agency, set a weekly cadence, and hold people to it
- Able to shoot, edit, and post native content yourself (CapCut or equivalent), this is not a role that hands everything to Creative
Experience Preferred
- Background in sportswear, footwear, athletic equipment, or fitness/wellness Genuine connection to swimming, running, CrossFit, or functional fitness communities.
- Experience with TikTok LIVE selling, either as a host or program owner Familiarity with Impact.com or other affiliate platforms
- Experience bringing an outsourced function in-house
