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TikTok

Sales Lead, SMB Commerce Shop - UKI

DublinSalesPosted Sep 24, 2026

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Responsibilities

TikTok's SMB Team aims to help businesses and brands of all sizes unleash their creative side, connect with our audience, and drive revenue and growth. From designing scaled sales and service delivery programs to ensuring our customers have best-in-class tools and products at their fingertips, our SMB team combines operational expertise with a customer-centric mindset to help businesses achieve their marketing goals on TikTok, no matter how big or small.

We are looking for a dynamic and entrepreneurial Sales Team Lead to lead our Commerce Shop business across the UKI market.
You will lead a team of Account Managers responsible for helping merchants unlock sustainable growth through TikTok Shop and its advertising solutions. The team partners with high-value sellers and internal stakeholders to accelerate merchant activation, increase Shop Ads adoption, grow GMV and develop long-term commercial partnerships.
This role requires a leader who can combine strong people leadership with commercial ownership. You will be responsible for developing the team, delivering revenue and GMV goals, and translating the needs of our merchants into scalable go-to-market strategies.
You will work across the full merchant journey-from onboarding and initial Shop activation through to Shop Ads adoption, GMV Max, increased GMV, stronger monetisation and long-term merchant growth. You will also partner closely with Product, TikTok Shop, Marketing, Operations, Enablement and other cross-functional teams to remove barriers and improve the experience of both merchants and commercial teams.
Our ideal candidate has demonstrated success leading commercially focused teams in a fast-paced and constantly evolving environment. You will be comfortable operating through ambiguity, managing change, introducing new ways of working and building commercial strategies in an emerging business area.
You should have a strong understanding of ecommerce, digital advertising or commerce platforms, ideally within the SMB or mid-market segment. You will be a collaborative and hands-on leader who develops future talent, establishes a high-performance culture and inspires teams to move quickly while maintaining a strong focus on merchant outcomes.
With a growth mindset and entrepreneurial spirit, you will deeply understand our merchants, identify patterns across their journeys and use data to create insights, programmes and solutions that contribute to their success.

Responsibilities
- Aim for the Highest - Lead, coach and develop a team of Account Managers, providing hands-on guidance to support their professional growth and the success of our merchants. Build a high-performing team that consistently raises the bar for commercial execution and customer impact.
- Assume Ownership - Take ownership of revenue, GMV, Shop Ads adoption and merchant growth goals across the UKI market. Proactively identify opportunities, develop market strategies and execute data-driven plans to achieve ambitious business outcomes.
- Put Merchants at the Centre - Build a deep understanding of the merchant journey and ensure the team delivers consultative, commercially valuable support. Help merchants progress from onboarding and activation through to Shop Ads adoption, GMV Max and sustainable GMV growth.
- Build for Scale - Identify opportunities to improve processes, tooling, operating models and merchant programmes. Create repeatable solutions that allow the team to support more merchants while maintaining a high-quality customer experience.
- Be Candid and Clear - Establish clear goals, operating rhythms and performance expectations. Provide direct and constructive feedback, support the team through challenges and hold a consistently high standard of execution and accountability.
- Have the Bigger Picture in Mind - Collaborate closely with TikTok Shop, Product, Marketing, Sales Operations, Enablement and other cross-functional teams. Ensure that merchant feedback, market insights and commercial priorities are reflected in product development and broader go-to-market strategies.
- Lead Through Change - Guide the team confidently through changing priorities, evolving products and new operating models. Create clarity in ambiguity and ensure the team remains focused, motivated and able to execute at pace.
- Always Day 1 - Operate with curiosity, urgency and an entrepreneurial mindset. Lead by example, remain close to merchants and the market, and turn emerging opportunities into clear and actionable commercial strategies.
- Be a Champion of Inclusion - Promote diversity and inclusion across the team. Value different perspectives and create an environment where every team member feels empowered to contribute, challenge and grow.

Qualifications

Minimum Qualification(s)
- Experience in ecommerce, digital advertising, account management, client services or commercial sales, with a proven ability to improve customer outcomes and deliver revenue growth.
- People management experience, with demonstrated success coaching and developing high-performing commercial teams while delivering measurable business results.
- Strong commercial acumen, with experience taking ownership of revenue targets, customer growth goals or other key business metrics.
- Proven ability to operate effectively in a fast-paced, evolving environment and to provide teams with clarity through periods of change and ambiguity.
- Experience developing processes, workflows or operating models and implementing scalable solutions that improve team and customer performance.
- Proven ability to collaborate with cross-functional teams such as Product, Marketing, Operations, Sales Operations and Enablement to deliver shared business outcomes.

Preferred Qualification(s)
- Experience working within ecommerce, social commerce, marketplace, retail media or performance advertising businesses.
- A strong and demonstrable network within the UKI ecommerce, digital advertising or SMB ecosystem.
- Experience developing market-level go-to-market strategies, with a strong understanding of SMB and merchant growth dynamics.
- Experience driving customer adoption of new products, platforms or commercial solutions.
- Proven ability to use data and customer insights to develop programmes that improve activation, engagement, retention, revenue or GMV.
- A demonstrated entrepreneurial mindset and a strong track record of leading teams through innovation, transformation and continuous improvement.

Responsibilities

Qualifications

Qualifications

Minimum Qualification(s)
- Experience in ecommerce, digital advertising, account management, client services or commercial sales, with a proven ability to improve customer outcomes and deliver revenue growth.
- People management experience, with demonstrated success coaching and developing high-performing commercial teams while delivering measurable business results.
- Strong commercial acumen, with experience taking ownership of revenue targets, customer growth goals or other key business metrics.
- Proven ability to operate effectively in a fast-paced, evolving environment and to provide teams with clarity through periods of change and ambiguity.
- Experience developing processes, workflows or operating models and implementing scalable solutions that improve team and customer performance.
- Proven ability to collaborate with cross-functional teams such as Product, Marketing, Operations, Sales Operations and Enablement to deliver shared business outcomes.

Preferred Qualification(s)
- Experience working within ecommerce, social commerce, marketplace, retail media or performance advertising businesses.
- A strong and demonstrable network within the UKI ecommerce, digital advertising or SMB ecosystem.
- Experience developing market-level go-to-market strategies, with a strong understanding of SMB and merchant growth dynamics.
- Experience driving customer adoption of new products, platforms or commercial solutions.
- Proven ability to use data and customer insights to develop programmes that improve activation, engagement, retention, revenue or GMV.
- A demonstrated entrepreneurial mindset and a strong track record of leading teams through innovation, transformation and continuous improvement.

About TikTok

TikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy.

Size: 5,001 - 10,000 employees
Industry: Entertainment & Gaming

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