TikTok Shop - Seller Growth & Education Manager - UK

The UK MAI (Merchant Acquisition and Incubation) team is responsible for UK TikTok Shop merchant and merchandise growth, aiming to onboard, incubate, educate merchants from scratch and drive their business success. The strategy team supports merchants on TikTok Shop by including education, incubation, analytics and strategy.

Responsibilities

Seller Education Own the end-to-end seller education strategy to help sellers successfully start, grow and scale their businesses on TikTok Shop.

• Develop and continuously improve seller education playbooks, learning journeys, onboarding resources and best practice libraries
• Translate complex business strategies, product launches and operational changes into simple, engaging and actionable educational content.
• Plan and execute scalable education initiatives including webinars, newsletters, community content and self-service learning resources.
• Establish communication standards, templates and content frameworks to ensure consistency across all seller touchpoints.
• Measure the effectiveness of education programs and continuously optimize content based on seller feedback and performance data.

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End-to-End Seller Outreach Strategy Own the end-to-end seller communication strategy across the seller lifecycle, ensuring the right message reaches the right seller through the right channel at the right time.

• Design and execute scalable, automated seller outreach strategies across multiple channels including Inbox Messages, Email, BPO and seller communities.
• Build lifecycle communication journeys using seller segmentation, business logic and automation to drive seller adoption, engagement and long-term growth.
• Design and analyze A/B tests to optimize messaging, channel performance and communication strategies using data-driven insights.
• Monitor outreach performance, identify opportunities for improvement and implement scalable solutions to maximize operational efficiency and business impact.

Qualifications

Minimum Qualification(s)

• Bachelor’s degree or above, with 2+ years of experience in e-commerce, business strategy, merchandise/category strategy, growth, or related fields.
• Strong analytical and problem-solving skills, with the ability to turn data and market insights into actionable growth strategies.
• Strong strategic thinking and business judgment, with the ability to identify growth opportunities and design structured, scalable solutions.
• Results-driven with strong ownership, able to take initiatives from strategy design through hands-on execution and deliver measurable business impact.
• Excellent communication and cross-functional collaboration skills, with the ability to influence stakeholders and drive alignment across teams.

Preferred Qualification(s)

• SQL or BI experience is a plus.
• Self-starter, hands-on and comfortable with ambiguity, able to move quickly, solve problems independently, and adapt in a fast-paced environment.
• Strong critical thinking and problem-solving abilities to identify growth opportunities and challenges, and propose innovative, data-backed solutions.
• Hands-on and detail-oriented, willing to take on operational tasks and execute efficiently.
• Ability to thrive in ambiguity and adapt to change.