Head of Tik Tok Shop

Who We Are: 

WHY Brands Inc., a parent company of Munchkin, Inc., focuses on creating, incubating, and growing the next generation of consumer lifestyle brands. Founded in 1990, Munchkin is the leading consumer product company and most loved baby lifestyle brand behind the innovative gear and products for children, mothers, and caregivers. Munchkin has sold billions of dollars of products through our key retail partners: Target, Walmart, and Amazon and has global distribution in over 50 countries. With over 375+ patents under our belt and over 250 +international product and brand design awards, we continue to create solutions that leave our customers asking, "how did I ever live without this?" Innovation is the core of our company DNA and has been driving our designs for over 30 years!  Recognized as #8 on America’s Most Innovative Companies list by Fortune Magazine, innovation is the core of our company DNA and has been driving our designs for 30 years!  

We lead with our core values and believe that investing in the community is our responsibility.  We create opportunities for every child’s potential and well-being through the Radiant Colors program, work to create a sustainable future, and in partnership with the International Fund for Animal Welfare have committed to animal conservation.   

There is no better time than now to join WHY Brands as we embark on our next and biggest growth journey, and you could be the next influential leader to play a key role in driving enormous customer-centered value and growth.   

Position Summary:

The Head of TikTok Shop is the business owner for Munchkin’s TikTok Shop and the leader responsible for building social commerce into a meaningful, scalable growth channel. This role owns the TikTok Shop P&L, growth strategy, merchandising, promotions, affiliate commerce, LIVE commerce and day-to-day commercial performance — connecting content, creators and conversion into one operating system.

Reporting to the VP of Digital Commerce, this leader will operate at the intersection of culture, commerce and performance. The role requires someone who understands how TikTok Shop actually grows: product-market fit, creator seeding, affiliate economics, high-velocity content, LIVE programming, paid amplification, pricing/promotion, inventory and rigorous daily trading.

The Head of TikTok Shop will partner tightly with Munchkin's Social Media team and the Influencer Marketing Manager, who will help source and manage creator/affiliate relationships and brand advocacy. This role retains commercial ownership of the affiliate engine, including assortment, commission economics, performance tiers, briefs, revenue goals, agency/TSP management and partner accountability. The role also serves as the day-to-day commercial lead with TikTok Shop’s Category Management and Advertising teams.

What you will do:

• Own the TikTok Shop P&L & Growth Strategy. Set the channel vision, annual plan and growth roadmap. Own GMV/net sales, gross margin, contribution economics, customer acquisition efficiency, promotional investment and channel profitability, with clear forecasts and performance reporting.
• Run the Daily Social-Commerce Trading Engine. Own the commercial calendar across assortment, pricing, promotions, bundles, inventory, merchandising, product detail pages and platform events. Stay close to daily performance and move quickly as content, products and trends break. Partner closely with Operations on SKU-level forecasting, inventory readiness, allocation decisions and opportunistic sell-through when TikTok demand accelerates.
• Build the Affiliate Commerce Engine. Set the affiliate strategy, commission architecture, product/sample priorities, creator tiers, performance goals and scaling rules. Partner with the Influencer Marketing Manager on creator recruitment, relationship management and seeding while retaining accountability for affiliate GMV and economics. Select, manage and hold agencies/TSPs accountable for recruitment, output, activation quality and performance.
• Lead TikTok LIVE Commerce. Build the LIVE roadmap across programming, hosts, product stories, offers, cadence and production model. Test formats aggressively, understand unit economics and scale the formats that create repeatable engagement and conversion. Manage external LIVE partners as needed, including production partners and TikTok Shop Partners.
• Turn Content Signals into Commerce. Work with Social, Brand and Creative to identify the hooks, products, formats and creator content that convert. Build a rapid feedback loop so winning organic and affiliate content informs Shop merchandising, paid amplification and broader marketing.
• Own Paid Shop Amplification Strategy. Partner with Performance Marketing / media partners on GMV Max, Spark Ads and other TikTok commerce media. Define what content and products merit amplification and optimize toward incremental, profitable growth rather than paid GMV alone.
• Build the TikTok Product & Merchandising Roadmap. Determine the right role for hero SKUs, bundles, exclusives, launches and promotional packs on TikTok Shop. Partner with DTC, Amazon, Retail Sales and Brand teams to maximize halo while managing pricing and channel conflict.
• Measure the Omnichannel Halo. Partner with Analytics to understand how TikTok content and Shop activity influence Amazon, DTC and retail demand. Build a measurement approach that separates direct Shop performance from broader demand creation and informs total investment decisions.
• Own Platform, Agency & Operational Excellence. Serve as the primary day-to-day commercial relationship with TikTok Shop Category Management, Advertising and relevant platform teams. Own agency/TSP scopes, KPIs, operating rhythms and partner accountability. Ensure Seller Center health, catalog accuracy, fulfillment/service standards, policy compliance, inventory readiness and issue resolution.
• Build a Repeatable Social-Commerce Capability. Create the playbooks, dashboards, operating rhythms and cross-functional ways of working required to scale. Translate what is learned on TikTok into broader social-commerce capability as platforms and consumer behavior evolve.

You will bring:

•  TikTok Shop operating experience. 6-10+ years across eCommerce, social commerce, growth or digital marketing, including meaningful hands-on ownership of TikTok Shop for a consumer brand, marketplace seller or high-performing agency. Direct experience working with TikTok Shop Category Management and Advertising teams is strongly preferred.
• Demonstrated Shop scale. Track record of materially growing TikTok Shop GMV/revenue with direct responsibility for the levers behind performance — assortment, affiliates, content, LIVE, promotions and paid amplification.
• P&L and commercial fluency. Strong understanding of gross margin, contribution economics, commissions, discounts, media, fulfillment costs and customer acquisition; able to balance topline growth with profitable channel economics.
• Creator / affiliate expertise. Deep understanding of TikTok affiliate mechanics, creator segmentation, seeding, commission strategy, content briefs and how to identify and scale creators who convert. Comfortable attending or presenting at TikTok Shop creator, affiliate and platform events.
• Content-to-commerce instincts. Strong feel for TikTok-native creative, trends, hooks and community behavior, with the analytical discipline to distinguish viral content from content that drives incremental sales.
• LIVE commerce capability. Experience building or scaling livestream commerce programming, including hosts, offers, production, cadence, conversion optimization and performance measurement.
• Platform & performance depth. Fluency in TikTok Seller Center and commerce advertising tools such as GMV Max / Spark Ads, plus strong understanding of catalog, fulfillment, policy and operational requirements. Able to manage daily platform relationships and translate TikTok guidance into commercial action.
• Builder mindset. High agency, low ego and high pace. Comfortable in a lean organization where the playbook is evolving, priorities move quickly and the channel leader stays close to execution.