Job Title: TikTok Lead – Performance Marketing & Creator Partnerships Location: Mumbai Industry: Health & Wellness, D2C Employment Type: Full-time About Us We are building a next-generation, science-backed D2C health and wellness platform focused on the US market. The business is well funded, long-term oriented, and aims to build a trusted house of brands through in-house development and selective acquisitions. Our ambition is to build TikTok into a core customer-acquisition, creator-commerce and brand-growth channel. Role Overview The TikTok Lead will own the end-to-end growth strategy and execution for TikTok, covering performance marketing, TikTok Shop, creator partnerships, affiliate commerce and paid amplification. This is a hands-on role with direct accountability for customer acquisition, creator-led revenue and campaign performance. The role will identify winning creators and content, scale high-performing ads and build a repeatable TikTok growth engine for the US market. Key Responsibilities TikTok Performance Marketing • Own TikTok paid-media strategy, campaign setup, optimization and scaling • Launch and manage TikTok Ads, Spark Ads and paid creator campaigns • Track and optimize CPA, ROAS, CTR, CVR, AOV and customer-acquisition volume • Test hooks, formats, audiences, offers, landing pages and bidding strategies • Identify winning organic and creator content for paid amplification • Manage campaign budgets and scale spend while maintaining target unit economics Creator & Affiliate Partnerships • Build and manage a network of TikTok creators, influencers and affiliates • Source, evaluate, onboard and nurture high-performing creators • Negotiate partnership terms, content deliverables, usage rights and compensation • Develop clear creative briefs, scripts, hooks and campaign guidelines • Ensure timely content delivery and maintain a consistent creator-content pipeline • Track creator-level performance and scale partnerships that drive profitable sales • Build commission and incentive structures for TikTok Shop affiliates TikTok Shop & Social Commerce • Own TikTok Shop setup, day-to-day management and commercial performance • Manage product listings, bundles, promotional offers and affiliate campaigns • Coordinate inventory, fulfilment, sampling and SKU readiness with internal teams • Ensure compliance with TikTok Shop policies and category requirements • Improve product-page conversion, affiliate participation and creator-led GMV Creative Testing & Optimization • Build a structured TikTok creative-testing roadmap • Translate customer insights, pain points and objections into performance content • Work with creators and internal teams to produce high-volume, TikTok-native content • Analyse creative performance by hook, persona, message, format and creator • Continuously refresh winning concepts to manage fatigue and improve scalability Live Commerce • Develop and execute TikTok Live selling programs with creators and partners • Create live-selling scripts, demonstrations, offers and engagement formats • Track viewers, click-through rate, conversion rate, sales and affiliate contribution • Optimise live sessions based on performance data and audience response Analytics & Reporting • Monitor daily paid-media, creator, affiliate and TikTok Shop performance • Prepare weekly reports with insights, learnings and recommended actions • Track campaign-level and creator-level contribution margins • Maintain visibility on creator costs, media spend, attributed revenue and profitability • Build forecasting and performance targets for the TikTok channel Cross-Functional Collaboration • Work closely with Brand, Creative and Growth teams to ensure content is compelling and compliant • Coordinate with E-commerce and Operations teams on offers, inventory and fulfilment • Align creator content with product launches, promotions and customer-acquisition priorities • Manage relationships with TikTok agencies, creator networks and platform representatives Ideal Candidate Profile Must-Have • 3–6 years of experience in TikTok performance marketing, creator partnerships, affiliate marketing or social commerce • Hands-on experience managing TikTok Ads Manager and TikTok Shop • Proven experience scaling creator-led campaigns and paid TikTok acquisition • Strong understanding of Spark Ads, creator whitelisting, affiliate programs and TikTok-native content • Ability to analyse performance data and make fast optimization decisions • Strong communication, negotiation and project-management skills • Comfortable working in a fast-paced, early-stage environment with high ownership Good to Have • Experience with US-focused D2C or e-commerce brands • Background in wellness, supplements, beauty or consumer health • Experience managing TikTok Shop affiliates and live-commerce programs • Familiarity with creator-management, attribution and reporting tools • Experience building a TikTok channel from launch to meaningful scale Key Performance Indicators • TikTok customer-acquisition volume, CPA and ROAS • TikTok Shop GMV and contribution margin • Creator and affiliate led revenue • Number of active and revenue-generating creators • Volume and success rate of creative tests • Percentage of creator content successfully scaled through paid amplification • On-time campaign execution and content delivery • Weekly performance insights and speed of optimization What We Offer • Foundational role in a category defining wellness platform • Ownership of TikTok growth for a US-focused D2C health and wellness brand • Opportunity to build the creator, affiliate and social-commerce ecosystem from the ground up • Direct impact on revenue and customer acquisition • Access to leading creators, agencies, tools and TikTok commerce capabilities • Competitive compensation and significant long-term growth opportunities