AVP - TikTok Shop (LDB)

Job Title: AVP, TikTok Shop, LDB 

Division: L'Oréal Dermatological Beauty Division – USA 

Location: New York, NY (10 Hudson Yards) 

Reports To: CDMO, LDB USA

WHO WE ARE:

For more than a century, L'Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity. At L'Oréal Dermatological Beauty, our mission is to make a positive impact on people's lives by developing and promoting products and services that meet skin health needs, working hand-in-hand with dermatologists, pharmacists, and other healthcare professionals. Our brand portfolio includes La Roche-Posay, CeraVe, Vichy, SkinCeuticals and SkinBetter Science.

WHAT YOU WILL DO:

This role is designed for a visionary, growth and consumer obsessed driven leader who understands that the future of social commerce lies at the intersection of data, content, creators, and uniquely for LDB credible healthcare professional (HCP) voices. You will lead the divisional channel strategy and acceleration for TikTok Shop across the LDB portfolio in the US, owning the full P&L and GMV targets while building a best-in-class creator and affiliate ecosystem. The ideal candidate is an entrepreneurial problem-solver with a "Math and Magic" mindset able to leverage deep analytical insight to adapt to a fast-evolving channel, while skillfully managing the added complexity of regulatory and legal guardrails inherent to dermatological and clinical claims. You will manage a high-performing team (Manager, Content and Manager, Affiliate) and collaborate closely with brands, Medical/Regulatory/Legal, cross-functional stakeholders, TikTok, and agency/TSP partners to launch and scale the LDB business on TikTok Shop.

Responsibilities

Commercial Strategy & TikTok Shop Operations

• Lead channel strategy and future growth acceleration for this fast-paced, evolving channel across the LDB brand portfolio.
• Assume full responsibility for LDB TikTok Shop sales results including GMV, gross & net sales, and manage the P&L.
• Co-own end-to-end commercial responsibilities including sales forecasting, phasing, promotional planning & budgeting, with sales operations to ensure forecasting accuracy.
• Partner with Sales Operations and Supply Chain to ensure all fulfillment, inventory, and logistics deliverables are met in support of sales targets and launch timing.
• Coordinate launch plans and overall calendar activity across brands to ensure alignment with broader commercial and marketing moments.
• Oversee storefront operations, product catalog curation, and promotional merchandising in partnership with our TikTok Service Partner (TSP).

Creator, Affiliate & HCP Activation

• Build and execute a comprehensive TikTok Shop affiliate strategy to rapidly scale creator-led sales and GMV, with particular attention to sourcing and nurturing credible dermatologist, nurse, and healthcare professional (HCP) creator partnerships alongside traditional beauty affiliates.
• Direct and manage relationships with TSP/agency partners overseeing affiliate recruitment, seeding, and campaign rollouts.
• Design competitive commission structures, sampling/seeding programs, and incentive frameworks to maximize creator and HCP participation.
• Continuously analyze affiliate, HCP, and livestream ROI to identify high-performing partners for long-term brand ambassadorship.
• Partner with brands strategy & Hands On Keyboard media team to forecast investment and optimize KPIs inseason. 

Content, Regulatory & Creative Leadership

• Lead content strategy and creative vision for TikTok Shop across the LDB portfolio, balancing brand equity, scientific credibility, and platform-native trends.
• Establish clear guardrails and approval workflows that empower the Content and Affiliate Managers to operate with autonomy while remaining within regulatory boundaries set by the brand marketing team.
• Own category-level reporting and competitive recapping, translating creator and content measurement into high-level business plans for senior leadership.

Team Management & Cross-Functional Collaboration

• Achieve executional excellence through the empowerment and development of direct reports, including the Manager, Content and Manager, Affiliate. Foster team collaboration, positivity, and entrepreneurial spirit.
• Collaborate closely with Senior Leadership locally and globally to ensure strategic alignment on channel planning and execution.
• Upskill cross-functional partners on channel role and differentiation strategy.
• Partner with TikTok platform teams to accelerate the business, overcome obstacles, maximize opportunities, and challenge the status quo.
• Accountable for agency/TSP relationships; collaborate with CDMO on identification of potential new partners based on business needs.

WHAT WE ARE LOOKING FOR:

Required Qualifications:

• 7–9+ years of experience in Marketing, eCommerce, and/or social commerce, with a proven track record of scaling high-growth channels (beauty, dermocosmetics, or healthcare-adjacent experience strongly preferred).
• Bachelor's degree in Marketing, Advertising, Communications, or related field.
• Demonstrated experience managing complex stakeholder relationships across Medical, Regulatory, and Legal functions, ideally within a regulated or claims-sensitive category.
• Deep understanding of the TikTok ecosystem, including experience managing TikTok Service Partners (TSPs/agencies), creator marketplaces, and affiliate management tools.
• Strong analytical & organizational skills; exceptional oral, written, and interpersonal communication and presentation skills.
• Ability to work independently with rigorous deadlines, manage competing priorities, and operate through ambiguity in a fast-paced, rapidly changing environment.
• Being present in the office three days a week is considered an essential function of all office-based roles for eligible full-time employees.
• Authorization to work in the United States on a full-time, permanent, ongoing basis is required. No immigration support/sponsorship offered for this role.

Preferred Qualifications:

• Advanced data, analytics, and financial acumen.
• Advanced negotiation skills and P&L management experience.
• Prior experience partnering with healthcare professionals (dermatologists, estheticians, nurses) in a marketing or creator capacity.

As an integral part of our culture at L’Oréal, wellness is at our core. We not only offer a generous Benefits Package (Medical, Dental, Vision, 401K), we also offer flexible time off, work from home days, and a pension plan! Additionally, you will have access to company perks such as Makeup, Skincare, and Fragrance! Employees receive a stipend for L'Oréal products as well as VIP Access to L’Oréal’s Internal Shop for Discounted Products, and other perks such as Monthly Mobile Allowance, discounted gym memberships, and ERGs.

Additional Benefits Information As Follows:

Don’t meet every single requirement? At L'Oréal, we are dedicated to building a diverse, inclusive, and innovative workplace. If you’re excited about this role but your past experience doesn’t align perfectly with the qualifications listed in the job description, we encourage you to apply anyways! You may just be the right candidate for this or other roles!

We are an Equal Opportunity Employer and take pride in a diverse environment. We would love to find out more about you as a candidate and do not discriminate in recruitment, hiring, training, promotion, or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.

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