TikTok Shop is becoming a standalone job at consumer brands rather than one more channel on a social manager’s plate or work farmed out to an agency, according to Julia Waldow at Modern Retail. The channel took 2% of US online retail spending in July, against 1.2% a year earlier, per Consumer Edge. Harry’s parent Mammoth Brands, Stila Cosmetics, BaubleBar, and Jool Baby are all recruiting for the position, and the postings ask for P&L ownership, forecasting, and inventory coordination on top of creator partnerships and livestreams. Filling it is the hard part, because the people with real experience sit at agencies that pay big commissions and get first crack at TikTok’s own programs and tools.
