Social Commerce Lead

Key responsibilities
1. Strategy, portfolio and P&L
• Define the role of Social Commerce within Consumer Health's commercial, brand, eCommerce
and media strategies.
• Own the annual business plan, investment priorities and decisions and multi-year roadmap.
• Own channel economics, P&L, forecasts and targets, and investment decisions in close
alignment with senior leadership.
• Prioritize brands, products and launches based on consumer fit, economics, readiness and
learning objectives.
• Recommend where our client should invest, optimize, scale, pause or exit.
2. TikTok Shop and commercial growth
• Own the strategic direction and growth plan for our client's TikTok Shop business.
• Drive performance across assortment, creators, affiliates, content, paid amplification,
promotions and launches, and ensure the operational foundation (catalog, pricing, inventory,
fulfillment) is in place with Supply, Planning and Customer Service.
• Guide One A Day and MiraLAX as flagship businesses and sequence expansion into Midol,
Lotrimin and future brands.
• Partner with Brand, Sales and eCommerce leaders to turn channel learning into broader
commercial action.
3. Creator, affiliate and content engine
• Set creator and affiliate strategy, including segmentation, sampling, commission and incentive
frameworks, with claims, compliance and adverse-event guardrails built with
Medical/Legal/Regulatory.
• Identify the creators and content that perform, and decide how our client scales them.

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• Define which strategic creator relationships our client owns and how institutional learning is
retained.
• Connect creator content to paid media, Amazon, Walmart, retail media and national brand
activation.
4. Performance marketing and demand creation
• Integrate organic creator activity, affiliate commerce and paid amplification into one growth
system.
• Use performance data and AI-enabled tools to identify and scale winning hooks, content,
audiences and offers.
• Partner with Media to improve efficiency and reuse high-performing Social Commerce assets
across channels.
• Establish investment principles that link media and creator spend to commercial and demand-
creation outcomes.
5. Measurement and business intelligence
• Build a transparent direct P&L and total-value scorecard for leadership.
• Define and track GMV, net sales, contribution margin after platform, creator, affiliate and
promotional costs, conversion, AOV, repeat, ROAS, creator productivity and content output.
• Develop measurement of branded search, new-to-brand, Amazon and Walmart lift, retail media
efficiency and directional halo, with clear value hypotheses where attribution is imperfect. Build
and maintain a model that estimates Social Commerce's total-value impact, including off-
platform sales influenced by the channel, and report it alongside direct results.
• Use competitor, creator, search and consumer signals to inform activation and innovation.
• Lead business reviews and translate data into leadership decisions.
6. Capability and operating-model development
• Design decision rights, governance, processes, dashboards, playbooks and brand-onboarding
criteria.
• Define which work our client should own and which should sit with brands, shared services,
contractors or agencies.
• Build reusable launch and activation frameworks across brands.
• Define the team structure and resourcing the capability needs as it scales, and upskill Brand,
eCommerce and cross-functional teams on Social Commerce ways of working.
7. Cross-functional, platform and partner leadership
• Align and mobilize Brand, Sales, eCommerce, Media, Finance, Supply, Planning, Insights, IT,
Customer Service and Legal/Medical/Regulatory without relying on direct authority.
• Lead our client's relationships with TikTok and emerging Social Commerce platforms, and stay
ahead of platform policy, algorithm and feature changes.
• Set objectives for Pattern, agencies, TSPs and technology partners, and hold them accountable
for outcomes.
• Decide when capabilities should move closer to our client as scale increases.

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8. Future platforms and global enablement
• Develop the roadmap beyond TikTok Shop, including LIVE, YouTube Shopping and emerging
commerce models.
• Codify U.S. learning and playbooks for other global markets.
• Support cross-market learning and help shape a networked, global capability as adoption and
complexity increase.
Qualifications and experience
• Progressive experience across several of: eCommerce, Finance, Sales/Customer Development,
Brand Marketing, digital commerce, performance marketing, marketplaces or commercial
strategy.
• Demonstrated success building or scaling a new business, channel or organizational capability
from an early stage.
• Hands-on experience with Social Commerce, creator commerce, TikTok Shop, marketplaces or
adjacent digital-growth models strongly preferred, including working knowledge of TikTok Shop
mechanics such as Seller Center, GMV Max, affiliate and creator tools, and LIVE.
• Strong P&L, financial-analysis and investment-decision experience, with the ability to connect
marketing activity to commercial outcomes.
• Experience developing brand and commercial strategy and translating it into cross-functional
execution.
• Demonstrated success leading complex initiatives and influencing senior stakeholders without
relying solely on formal authority.
• Experience managing agencies, vendors, technology partners or commercial partners against
measurable outcomes.
• Data-driven decision maker, comfortable operating with imperfect attribution and establishing
testable value hypotheses.
• Strong executive communication, with the ability to simplify complex commercial, marketing
and operational topics for senior leaders.
• Builder mindset and comfort with ambiguity, able to move quickly while establishing sustainable
processes and governance.
• Experience in Consumer Health, healthcare, CPG or another regulated, claims-sensitive
environment preferred.
Leadership profile
A commercially minded builder who moves fluently across Brand Marketing, eCommerce, Sales and
Finance. The ideal candidate combines P&L discipline with consumer and brand judgment, understands
how demand moves across retailers and digital channels, and has the strategic range to build an
enterprise capability while staying close enough to execution to make better decisions. They lead
through influence across a matrixed organization and earn the trust of senior leaders, partners and
regulatory stakeholders.

Skills

Progressive experience across eCommerce, Finance, Sales, Brand Marketing, digital commerce, performance marketing, marketplaces or commercial strategy, with demonstrated success building or scaling a new business, channel or organizational capability from an early stage.

Hands-on experience with Social Commerce, creator commerce, TikTok Shop, marketplaces or adjacent digital-growth models including working knowledge of TikTok Shop mechanics such as Seller Center, GMV Max, affiliate and creator tools, and LIVE, plus experience in Consumer Health, healthcare, CPG or another regulated, claims-sensitive environment.