Manager, TikTok Shop Paid Media

Estée Lauder Companies•New York, NY

About The Position

The Manager, TikTok Shop Media is responsible for leading the in-house management of paid media on TikTok Shop, with a primary focus on GMV Max ad spend optimization across ELC's brand portfolio. This role provides strategic oversight and tactical execution of Shop Ads programs designed to amplify organic and affiliate content, scale creator-driven commerce, and drive measurable GMV growth. A core responsibility of this role is partnering with TikTok's Global Business Solutions (GBS) team to coordinate upper-funnel TikTok awareness campaigns with lower-funnel Shop campaigns, ensuring ELC is leveraging the full TikTok ad stack to drive an integrated, full-funnel paid media strategy. This role represents a critical in-housing of capability previously managed through agency partners. The Manager will own day-to-day campaign management, budget allocation, performance optimization, and reporting — partnering closely with brand leads, creator and affiliate managers, and channel leadership to align paid media investment with brand priorities and commercial targets. This is a hands-on-keyboard role for a paid media practitioner with direct, current experience running GMV Max campaigns at scale.

Requirements

4+ years of paid media experience
Direct, hands-on experience managing GMV Max campaigns at scale
Strong analytical skills with the ability to translate campaign data into clear, actionable recommendations
Comfort operating in a fast-moving, ambiguous environment where the platform evolves quickly
Strong communication and stakeholder management skills, including the ability to present performance and recommendations to senior leaders

Nice To Haves

Experience in beauty, CPG, or other high-velocity consumer categories
Familiarity with broader TikTok ad ecosystem beyond Shop Ads (upper-funnel awareness, Spark Ads, TopView)
Experience working alongside or transitioning work in-house from agency partners

Responsibilities

Develop GMV Max campaign strategy aligned to brand and channel GMV targets, in partnership with brand leads and channel leadership
Generate and launch strategic campaign structure to prioritize intentional product promotion, budget allocation and ROI targets
Continuously optimize campaigns for Target ROI and Max Delivery objectives, including daily pacing/performance monitoring, SKU selection shifts and promoted video adjustments based on performance signals
Own daily management and distribution of paid media budget across active campaigns based on real-time performance against brand and channel goals
Conduct daily monitoring of campaign performance metrics defined in partnership with brand stakeholders during the strategy phase
Proactively identify and act on optimization opportunities — pacing, creative fatigue, and product-level performance shifts
Establish and define consistent, portfolio-wide KPIs
Deliver weekly campaign performance reviews against agreed-upon metrics (within GMV Max reporting capabilities)
Build and present monthly recaps that include performance summary, optimization actions taken, and forward-looking recommendations
Translate paid media performance into actionable insights for brand and channel leadership, surfacing trends, risks, and opportunities
Partner with TikTok's Global Business Solutions (GBS) team to coordinate upper-funnel TikTok awareness campaigns with lower-funnel Shop campaigns, ensuring a connected full-funnel paid media strategy
Partner with our ELC NA Central Media Team and ELC's media agency of record (WPP) to align broader brand and media investment with Shop Ads activity
Partner with ELC NA's affiliate management agency to amplify high-performing organic and affiliate content through paid Shop Ads
Collaborate with brand teams to ensure paid media activity reflects brand standards, launch priorities, and campaign moments
Work with channel leadership and finance to manage budget reporting, forecasting, and reconciliation