Responsibilities

TikTok Shop is an innovative marketplace fully integrated into TikTok. It brings together online sellers, buyers and creators - all within TikTok to build a one-stop, seamless shopping experience and bringing more commerce solutions that further enable our community to discover and engage with what they love. The EU Central Live Team serves as the center of excellence for live commerce across European markets. Our mission is to accelerate the growth and maturity of the live ecosystem by building scalable frameworks, sharing best practices, and enabling teams, sellers, and creators to succeed in e-commerce live. The team works closely with cross-functional partners including Category, Campaign Ops, Creator & Affiliate, Product, Data, Finance, and Governance teams to ensure alignment between strategy, execution, and platform capabilities. By combining education, operational excellence, and data-driven incentives, the EU Central Live Team aims to build a strong, scalable live commerce foundation that unlocks long-term growth for sellers, creators, and the broader EU ecosystem. Responsibilities: - Competitor's research: Identify market trends, emerging live content styles, and fast-growing categories. Benchmark performance to uncover opportunities for improvement in traffic, conversion, or ecosystem structure. - Data analysis: Build dashboards and frameworks to monitor live performance (traffic, GMV, conversion, participation, creator activity). Conduct deep dives into seller, creator, and category performance to uncover actionable insights. - Budget management: Track and evaluate live budget efficiency, including the impact on traffic, GMV, and creator/seller participation. Collaborate with finance, operations, and category teams to optimize spend and ensure long-term efficiency. - Growth Strategy: Design strategic frameworks to onboard, incubate, and scale sellers and creators in the live ecosystem. Build tiering models, incentive mechanisms, and program guidelines to support continuous growth. - Business analysis: Provide structured input for product features, traffic strategy, and ecosystem policy adjustments to strengthen the overall live commerce experience.

Qualifications

Minimum Qualifications - Language: Fluent in Chinese to be able to work with Chinese internal teams based in Mainland China. Fluency in English to be able to work with local stakeholders. Skilled in collaborating with Mandarin-speaking and English-speaking accounts and cross-functional teams, ensuring seamless communication with global product teams and resource management. - Education: Bachelor’s degree in Marketing, Business, Communications, or a related field. An advanced degree in Marketing or a related area is advantageous. - Experience: 4+ years of experience in e-commerce, resource allocation, or product marketing, with a track record of executing successful project initiatives. - Project management: Proven expertise in managing and optimizing incentive programs, including budgeting, asset allocation, and prioritization to maximize impact and ROI. - Product marketing: Solid understanding of product marketing principles, with experience in positioning, messaging, and go-to-market strategies that drive product awareness and adoption. - Data analysis skills: With the ability to interpret performance metrics, adjust resource distribution, and enhance campaign effectiveness based on insights. Preferred Qualifications: - Experience working in a fast-paced retail environment. - Understanding of livestream formats, creator behavior, or e-commerce business models. - Experience managing performance-based budgets or incentive programs. - Demonstrated ability to work effectively with product, creative, and analytics teams to ensure cohesive and resource-efficient campaigns.

Job Information