Manager Ecommerce - TikTok Shop

CREATIVITY IS OUR SUPERPOWER. It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

The Opportunity

The Manager, TikTok Shop will own the growth and performance of TikTok Shop as an emerging commerce channel.

As the channel scales, this individual must have the hands on TikTok Shop and eCommerce capabilities to progressively bring channel management in house and ultimately operate the business directly.

We are looking for a strong commercial operator who can both manage partners and execute. The ideal candidate combines deep eCommerce and social commerce expertise, strong analytical capabilities, commercial acumen, and an entrepreneurial mindset.

• Translate performance data into clear actions and commercial decisions

The pay range for this position is between $126,000 and $150,000 annual. The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential.

Responsibilities

Own TikTok Shop revenue, growth, conversion, AOV, profitability, and overall channel performance; Develop forecasts, commercial plans, targets, assortment strategies, promotions, and launch plans; Plan sales and forecast appropriate inventory levels by SKU.; Identify opportunities to grow revenue, acquire new customers, and improve profitability; Lead the external agency responsible for current TikTok Shop execution; Set clear KPIs, priorities, deliverables, and performance expectations; Challenge agency recommendations using internal data and commercial insights; Ensure strong execution across merchandising, promotions, creator affiliates, livestreams, content, and storefront operations; Maintain internal ownership and knowledge of the business rather than relying solely on agency expertise; Understand and be capable of directly managing TikTok Shop operations, including catalog, merchandising, promotions, campaigns, affiliates, creators, livestream commerce, and platform tools; Diagnose performance issues and identify opportunities across the entire commerce funnel; Partner with content, media, creators, and brand teams to improve traffic and conversion; Stay current on TikTok Shop capabilities, platform changes, and emerging social commerce models; Own reporting and performance analytics for TikTok Shop; Analyze traffic, conversion, AOV, GMV, creator performance, affiliate performance, ROAS, CAC, margin, and profitability; Build dashboards and performance reviews that identify what is driving the business; Establish test and learn frameworks and measure incremental impact; Use data to determine where to invest, optimize, or change direction; Build internal TikTok Shop expertise while the agency operates the channel; Develop the processes, playbooks, technology, data, and operating model required for internal management; Determine which capabilities should transition in house as the business reaches sufficient scale; Lead the transition from agency managed execution to an internally operated model when appropriate; Ultimately have the capability to directly operate and scale TikTok Shop as an internal business

Requirements

8+ years of eCommerce, marketplace, social commerce, or digital growth experience, at least 3 years on TIkTok; Hands on experience operating TikTok Shop or a comparable marketplace or social commerce platform strongly preferred; Demonstrated commercial ownership of revenue and business performance; Strong analytical skills and ability to turn data into commercial actions; Experience managing agencies or external partners while retaining internal business ownership; Strong understanding of GMV, conversion, AOV, ROAS, CAC, margin, and profitability; Experience with creator commerce, affiliates, livestreaming, and social content; Demonstrated ability to build and scale new digital capabilities; Comfortable moving between strategy, analytics, partner management, and hands on execution