Tiktok Commercial Lead

Company Description

Konvy Thailand's leading online beauty retailer, launched in 2012 and now offering over 1,000 beauty brands to customers. The company has earned multiple national e-commerce awards, including Best of The Best E-Commerce Website and recognition as a top fashion and beauty e-commerce platform. Konvy is consistently ranked among the top 10 e-commerce in Thailand, reflecting strong market presence and customer trust. The organization focuses on delivering an excellent online shopping experience and innovative beauty retail solutions, providing team members with opportunities to contribute to a fast-growing, award-winning business

Seeking a highly driven and results-oriented TikTok Commercial Lead to spearhead our TikTok Shop business growth in Malaysia.

This role is responsible for driving GMV, profitability, live commerce performance, affiliate partnerships, content conversion, and overall TikTok Shop operations across our portfolio of beauty and personal care brands.

The ideal candidate is commercially aggressive, data-driven, hands-on, and experienced in scaling TikTok Shop businesses through live selling, affiliate marketing, paid advertising, and content-driven commerce.

1.TikTok Shop Commercial Growth

• Own and deliver monthly GMV, net sales, profitability, and growth targets.
• Develop and execute TikTok Shop commercial strategies across multiple brands.
• Drive sales through live commerce, short-form videos, affiliates, and paid advertising.
• Plan promotional campaigns, pricing strategies, bundles, vouchers, and platform participation.
• Monitor competitors, market trends, and category performance to identify growth opportunities.

2.Live Commerce Management

• Lead daily live commerce operations, including scheduling, host performance, product selection, and promotional mechanics.
• Maximise live selling hours, conversion rates, revenue per hour, and overall live productivity.
• Develop effective live selling scripts, product demonstrations, and engagement strategies.
• Track host performance and continuously optimise live commerce results.
• Coordinate with operations to ensure smooth inventory availability and order fulfilment.

3.Affiliate & Creator Management

• Develop and scale a high-performing TikTok affiliate network, including KOLs, KOCs, and content creators.
• Drive affiliate GMV through creator recruitment, product seeding, commission structures, and incentive programmes.
• Establish monthly targets for affiliate recruitment, video output, and sales contribution.
• Identify and develop high-performing creators into long-term commercial partners.
• Optimise affiliate ROI and commission spending.

4.TikTok Content & Paid Advertising

• Work closely with the content team to develop high-converting, commerce-driven video strategies.
• Identify winning content formats, product hooks, and viral selling opportunities.
• Manage and optimise TikTok Shop Ads, including GMV Max campaigns.
• Monitor ROAS, advertising efficiency, customer acquisition costs, and content conversion.
• Scale successful content and advertising campaigns while maintaining profitability.

5.P&L & Performance Management

• Take ownership of TikTok Shop commercial performance and channel profitability.
• Manage promotional discounts, platform commissions, affiliate costs, advertising spending, and contribution margins.
• Prepare daily, weekly, and monthly sales performance reports.
• Analyse traffic, conversion rates, AOV, GMV, ROI, and SKU performance.
• Recommend corrective actions to close performance gaps and accelerate growth.
  

• Bachelor's degree in Business, Marketing, E-Commerce, or related field.
• Minimum 5+ years of experience in e-commerce, with at least 3 years of hands-on TikTok Shop experience in Ecommerce Platforms or Ecommerce Partner Agencies.
• Proven track record in scaling TikTok Shop GMV, preferably within beauty, skincare, cosmetics, or FMCG.
• Strong understanding of TikTok Shop Seller Center, affiliate ecosystem, live commerce, and GMV Max advertising.
• Strong commercial and financial acumen with experience managing channel P&L.
• Experience managing live hosts, affiliates, content creators, and commercial teams.
• Strong analytical, negotiation, leadership, and problem-solving skills.
• Comfortable working in a fast-paced, target-driven environment.
• Strong knowledge of the Malaysian TikTok Shop or China Douyin shop ecosystem.