Director, Social Commerce Strategy

Position Overview
PartnerCentric is seeking a Director, Social Commerce Strategy to lead and optimize commerce experiences across social media platforms, with a strong emphasis on TikTok Shop, Instagram Shopping, YouTube Shopping, and live commerce. This role will own the strategy behind how consumers discover, engage with, and purchase products directly within social platforms, driving measurable revenue growth, conversion, and customer acquisition for our clients.
The ideal candidate brings deep, hands-on TikTok Shop expertise and a strong understanding of the broader social commerce ecosystem. We're looking for an entrepreneurial, data-driven strategist who can connect organic creator content, paid social traffic, and in-platform shopping experiences into cohesive strategies that drive performance. This role requires someone who leads by example, rolls up their sleeves alongside internal teams, and leverages AI and automation to improve results.
Key Responsibilities
Social Commerce Strategy & Channel Leadership
Lead social commerce strategy across TikTok Shop, Instagram Shopping, YouTube Shopping, live shopping, and emerging in-platform commerce channels.
Serve as PartnerCentric's subject-matter expert on social commerce, with deep ownership of TikTok Shop strategy, execution, and performance.
Assess client commerce opportunities and develop actionable strategies to launch, optimize, and scale social shopping programs.
Develop channel-specific growth plans, including 30-, 60-, and 90-day strategies, to drive GMV, conversion, customer acquisition, and profitable revenue growth.
Lead by example, working hands-on alongside internal teams to execute strategies, troubleshoot challenges, optimize performance, and deliver measurable results.
Stay actively involved in day-to-day execution, taking ownership of initiatives from planning through implementation rather than simply providing direction.
TikTok Shop & In-Platform Commerce Optimization
Own TikTok Shop strategy and performance across client programs, including Shop setup, product assortment, merchandising, pricing, promotions, and conversion optimization.
Oversee product catalogs, product detail pages (PDPs), inventory coordination, fulfillment considerations, and the overall in-platform shopping experience.
Develop launch plans and promotional calendars aligned with product launches, seasonal opportunities, and platform-specific campaigns.
Identify underperforming areas of the shopping experience and implement hands-on improvements to increase conversion and revenue.
Analyze performance across GMV, AOV, conversion rate, creator productivity, contribution margin, and profitability.
Evaluate how social commerce contributes to broader retail and ecommerce growth, including incremental sales and potential retail halo effects.
Develop forecasts, testing strategies, and performance recommendations to continuously improve client results.
Live Shopping & Social Commerce Activation
Develop and execute strategies for live shopping, shoppable content, and emerging in-platform purchasing experiences.
Partner with Creator & Influencer teams to align creator recruitment, affiliate activation, content, and livestream initiatives with commerce objectives.
Collaborate with Paid Social teams to connect traffic generation, GMV Max, Shop advertising, and content amplification with in-platform conversion.
Identify opportunities to optimize creator-led shopping experiences, product placement, promotional offers, and livestream performance.
Evaluate creator and affiliate contributions to Shop performance, identifying opportunities to improve productivity, conversion, and ROI.
Connect social commerce initiatives with broader retail and ecommerce strategies to maximize customer acquisition and incremental growth.
Client Strategy & Performance Growth
Serve as a strategic advisor to clients, developing tailored social commerce strategies aligned with business objectives, budgets, and growth opportunities.
Lead client strategy discussions, performance reviews, and recommendations for channel optimization and expansion.
Translate complex performance data into actionable insights that demonstrate revenue impact, profitability, and incremental growth.
Develop performance measurement frameworks that consider attribution, customer acquisition, conversion, and cross-channel impact.
Partner with Client Services, Creator & Influencer, Paid Social, and other internal teams to deliver integrated performance marketing strategies.
Support new business opportunities and client expansion by identifying where social commerce can drive measurable business growth.
Platform Expertise, AI & Innovation
Build relationships with key social commerce platforms, including TikTok, Meta, YouTube, and emerging commerce partners.
Stay ahead of platform updates, algorithm changes, shopping features, policies, and emerging consumer behaviors.
Possess deep expertise in mobile app linking, deep linking, and mobile attribution to ensure seamless shopping experiences and accurate tracking of conversions across platforms.
Leverage mobile linking and attribution technologies such as Bitly, URLgenius, Branch, and AppsFlyer to optimize customer journeys, measure campaign effectiveness, and improve conversion tracking.
Leverage AI and automation to improve product optimization, performance analysis, reporting, and operational efficiency.
Develop scalable workflows, best practices, and internal training to strengthen PartnerCentric's social commerce expertise.
Identify opportunities to improve data visibility, measurement, and operational processes across social commerce programs.
Continuously test new shopping experiences, technologies, and optimization strategies to improve client outcomes.
Role Requirements
7+ years of experience in e-commerce, social commerce, digital marketing, or performance marketing, including significant hands-on TikTok Shop experience.
3+ years of experience developing and executing social commerce or in-platform shopping strategies.
Proven experience launching TikTok Shops from the ground up and optimizing existing Shops to drive measurable improvements in GMV, conversion, and profitability.
Deep understanding of TikTok Shop Seller Center, storefront operations, product catalogs, promotions, creator affiliates, and Shop advertising.
Hands-on experience managing TikTok Shop operations, including assortment strategy, product detail pages, pricing, promotions, inventory, and fulfillment coordination.
Demonstrated ability to develop and execute 30-, 60-, and 90-day growth plans, with measurable before-and-after performance results.
Strong understanding of creator and affiliate commerce economics, including creator productivity, commission structures, contribution margin, and ROI.
Experience with live shopping, shoppable content, and creator-driven commerce strategies.
Knowledge of social commerce advertising solutions, including GMV Max and TikTok Shop advertising.
Strong analytical skills with experience evaluating GMV, AOV, conversion rates, ROAS, customer acquisition, and profitability.
Experience measuring social commerce performance beyond direct sales, including attribution, incrementality, and broader e-commerce or retail impact.
Proven ability to work hands-on alongside cross-functional teams to implement strategies, solve operational challenges, and drive results.
Strong client-facing communication, presentation, and relationship-building skills.
Entrepreneurial mindset with the ability to balance strategic leadership and hands-on execution.
Ability to manage multiple client priorities in a fast-paced, remote agency environment.
Passion for innovation and leveraging AI and automation to improve performance and efficiency.
Bachelor's degree in Marketing, Business, Communications, or equivalent professional experience.
Preferred Qualifications
Experience working within a performance marketing, e-commerce, social commerce, or digital marketing agency.
Experience developing social commerce strategies across multiple Fortune 1000 brands or client portfolios.
Demonstrated success scaling high-growth TikTok Shop programs with significant GMV.
Hands-on experience with Instagram Shopping, YouTube Shopping, and other emerging in-platform commerce channels.
Experience developing and optimizing live shopping programs and creator-led shopping experiences.
Established relationships with TikTok, Meta, Google, emerging key social commerce platforms.
Experience supporting enterprise or high-growth e-commerce brands.
Experience integrating organic creator content, paid social advertising, and in-platform commerce strategies.
Familiarity with AI-powered e-commerce tools, social commerce analytics, and automation solutions.
A Week in the Life
Monday: Review TikTok Shop and social commerce performance across client programs, identifying trends in GMV, conversion, product performance, and growth opportunities.
Tuesday: Lead client strategy discussions foc