Job Description

Business Manager - TIKTOK Shop

We’re Coty, a global leader in beauty. We’re World #1 in Fragrance and World #3 in Colour Cosmetics, with an iconic portfolio of brands sold in over 150 countries.

As TikTok Shop Business Manager – Prestige, you will own and scale Coty Prestige’s TikTok Shop business, driving profitable GMV growth through best-in-class assortment, affiliate commerce, content execution, and operational excellence. Acting as the day-to-day business owner, you will translate platform trends into commercial action and deliver against ambitious growth targets in a fast-moving social commerce environment.

RESPONSIBILITIES

Strategy & Commercial Ownership

• Develop and execute the TikTok Shop strategy by brand, aligned to overall UKI commercial priorities.
• Own TikTok Shop GMV, sell-out performance, and key commercial KPIs.
• Translate platform trends into clear commercial actions across range, bundles, promotions, and content focus.
• Act as the day-to-day business owner for TikTok Shop across Prestige brands.

Assortment & Range Management

• Lead TikTok Shop assortment strategy in partnership with Brand, Category, and Supply teams.
• Build and execute TikTok-exclusive bundles and value propositions.
• Manage the full product lifecycle on TikTok Shop including launches, pipe-fill, replenishment, and discontinuations.
• Forecast NPD performance and manage run-down of discontinued or slow-moving stock.

Affiliate & Content Commerce

• Own affiliate performance KPIs including number of active affiliates, volume of content, GMV per video, engagement, and conversion.
• Manage affiliate and influencer agencies to scale high-performing creators.
• Build incentive structures to drive affiliate motivation and sales performance.
• Partner closely with Influencer Marketing teams to leverage creators for traffic, awareness, and conversion.
• Continuously test, learn, and optimise content formats that drive sell-out.

Live Shopping & Media

• Manage TikTok Shop live-streaming agency to scale frequency, quality, and commercial impact.
• Partner with Digital and Media teams to develop and optimise TikTok Shop media strategy.
• Ensure paid media and live activity are aligned to commercial moments and stock priorities.

Trade, Promotions & Execution

• Build and manage the TikTok Shop promotional calendar.
• Align promotions with Brand, Supply, and Finance teams.
• Own promotion set-up and execution within the TikTok Shop portal.
• Implement tactical plans to accelerate sell-through of slow-moving stock.

Forecasting, Stock & Order Management

• Own TikTok Shop forecasting and stock management processes.
• Regularly review stock-in-trade and proactively flag risks and opportunities.
• Organise and place orders in line with forecast and promotional plans.
• Support Customer Service teams on order creation, fulfilment, and issue resolution.

Data, Reporting & Performance Management

• Pull and analyse TikTok Shop performance reports.
• Track KPIs against benchmarks and targets.
• Provide clear performance read-outs with actions and recommendations.
• Use data to inform range decisions, affiliate focus, promotional strategy, and media investment.

Cross-Functional & External Relationships

• Act as the central point of contact for TikTok Shop internally.
• Work closely with Supply, Finance, Category Insights, Brand, and Strategy teams.
• Manage external partners including agencies and platform contacts.

COMMERCIAL RESPONSIBILITIES (Approx. 1 day per week)

• Manage the day-to-day running of the TikTok Shop business with cross-functional teams.
• Coordinate closely with Supply, Finance, Category, Insights, and Strategy teams.
• Own forecasting, stock management, NPD forecasting, and slow-moving stock plans.
• Support Customer Service on order creation and delivery.
• Build and execute promotional calendars within the TikTok Shop portal.
• Pull performance reports, analyse results, and set benchmarks and targets.
• Support range planning, pipe-fill forecasting, and run-down of discontinued lines.

PROFILE

• Strong commercial and operational mindset with a bias for action.
• Hands-on executor comfortable owning performance end-to-end.
• Experience in FMCG, beauty, or e-commerce preferred.
• High enthusiasm for TikTok, social commerce, and affiliate-driven growth.
• Thrives in fast-paced, entrepreneurial, high-expectation environments.