TikTok Performance Marketing Manager

We are looking for an experienced, hands-on TikTok Performance Marketing Manager who specialises in selling physical consumer products through TikTok Shop.

Your primary responsibility is to generate profitable sales through TikTok advertising, particularly TikTok Shop GMV Max campaigns.

We are not looking for a traditional social media manager who focuses on followers, engagement or brand awareness. We want someone who understands how to convert advertising expenditure into revenue, identify winning video advertisements and scale campaigns profitably.

You will work closely with our in-house video production, influencer, affiliate and e-commerce teams to grow our skincare products in Singapore and Malaysia.

Key Responsibilities

1. TikTok Ads & GMV Max Management

- Independently set up, launch, monitor and optimise TikTok Shop GMV Max campaigns.

- Manage Product GMV Max campaigns and, where applicable, LIVE GMV Max campaigns.

- Set appropriate ROI targets, campaign budgets and product selections.

- Monitor advertising expenditure, GMV, ROI and cost per order daily.

- Identify underperforming campaigns and implement corrective actions.

- Optimise advertising expenditure according to product margins and profitability.

- Troubleshoot issues involving campaign delivery, insufficient spending, poor conversion rates and declining advertising returns.

- Manage campaigns across Singapore and Malaysia, accounting for differences in consumer behaviour and pricing.

2. Advertising Performance & Profitability

- Take direct responsibility for achieving assigned online sales and advertising profitability targets.

- Calculate product-level break-even ROAS based on selling price, cost of goods, platform fees, affiliate commissions and other variable costs.

- Identify which products generate the highest advertising returns.

- Recommend suitable promotional prices, product bundles and offers to improve conversion rates.

- Monitor customer acquisition costs and contribution margin after advertising.

- Distinguish between sales attributed to advertising and actual incremental sales growth.

- Scale successful campaigns without compromising profitability.

3. Video Advertising & Creative Optimisation

- Work directly with the internal video production team to identify and develop high-converting TikTok advertisements.

- Analyse individual video performance to determine which creatives generate sales.

- Develop creative briefs covering product pain points, selling propositions, hooks, demonstrations and calls to action.

- Recommend new video concepts based on advertising performance data.

- Test different video openings, product demonstrations, offers and messaging.

- Identify creative fatigue and recommend replacement advertisements before campaign performance deteriorates.

- Work with the influencer and affiliate teams to identify high-performing creator content suitable for paid advertising.

- Ensure a consistent pipeline of new advertising creatives for testing.

4. Campaign Testing & Scaling

- Develop structured testing plans for new products, advertisements and promotional offers.

- Establish clear criteria for identifying winning and losing creatives.

- Allocate initial test budgets and determine when campaigns should be scaled, maintained or stopped.

- Conduct controlled testing where feasible to distinguish creative performance from pricing, audience and promotional effects.

- Expand successful advertising strategies across additional products.

- Identify opportunities to increase sales during major TikTok Shop campaigns and promotional periods.

- Manage advertising budgets efficiently during both regular sales periods and major shopping events.

5. Reporting & Performance Analysis

- Maintain accurate daily tracking of advertising expenditure, attributed GMV, ROAS and cost per order.

- Produce weekly reports showing performance by product, campaign and advertising creative.

- Compare actual performance against assigned revenue and profitability targets.

- Identify the three strongest and three weakest advertising creatives each week, explaining their results.

- Provide actionable recommendations for increasing sales and improving advertising returns.

- Coordinate with the e-commerce team to reconcile advertising-attributed sales against actual orders, refunds and net revenue.

- Present clear recommendations for budget allocation and campaign improvements.

Job Requirement:

TikTok Advertising Experience

- Minimum 3 years of hands-on performance marketing experience, including substantial direct experience managing TikTok advertising campaign.

- Demonstrable experience managing TikTok Shop GMV Max campaigns.

- Must have personally managed advertising campaigns rather than solely overseeing external agencies.

- Experience advertising physical consumer products through TikTok Shop.

- Strong understanding of TikTok Shop's advertising ecosystem, campaign optimisation and performance measurement.

Commercial & Analytical Skills

- Proven ability to generate measurable e-commerce revenue through paid advertisements.

- Strong understanding of ROAS, ROI, CPA, CAC, GMV and advertising contribution margin.

- Ability to calculate campaign profitability after product costs, platform charges and affiliate commissions.

- Experience scaling daily advertising budgets while maintaining commercially acceptable returns.

- Proficiency with Excel or Google Sheets for advertising performance analysis.

Creative Advertising Skills

- Strong understanding of TikTok video advertisements that drive purchases.

- Ability to identify effective hooks, product demonstrations and sales messaging.

- Experience testing UGC, creator-led advertisements and direct-response advertising creatives.

- Ability to translate campaign performance data into actionable instructions for video creators.

Preferred Experience

- Previous experience marketing skincare, cosmetics, personal care or FMCG products.

- Experience managing TikTok Shop advertising in Singapore and Malaysia.

- Experience working with affiliate creators and content authorisation for paid campaigns.

- Familiarity with Shopee Ads and Meta Ads.

- Experience in promoting products with relatively low selling prices, where advertising efficiency and margins are critical.