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Job description
Location: Midtown Manhattan, New York — On-site
Compensation: $90,000–$125,000 annually
Reports to: CEO
Level: Management Team
Role Overview
AFM is seeking a Head of E-commerce to lead and scale our e-commerce business across TikTok Shop and future direct-to-consumer channels. This role will manage a five-person team and take ownership of client GMV growth, department revenue, profitability, and overall delivery quality.
Key Responsibilities
E-commerce Strategy & Business Ownership
Define and execute AFM’s e-commerce strategy across TikTok Shop and future DTC channels.
Own department revenue, profitability, resource allocation, and annual business targets.
Identify new service offerings and growth opportunities across multiple product categories.
Establish scalable operating models, performance standards, and commercial processes.
Develop integrated growth strategies based on each client’s brand positioning, products, and commercial objectives.
Own GMV performance, client satisfaction, retention, and account expansion for key accounts.
Serve as the senior escalation point for strategic, commercial, and delivery-related client matters.
Support major pitches, proposals, business reviews, renewals, and contract expansion.
Commerce Operations & Performance
Oversee end-to-end TikTok Shop operations across merchandising, promotions, content, creator affiliates, livestream, and paid media.
Lead the expansion of AFM’s capabilities into Shopify and other DTC channels.
Monitor GMV, ROAS, conversion rate, AOV, traffic, and contribution margin.
Translate performance data into clear optimization priorities and corrective action plans.
Ensure projects are delivered on time, within scope, and against agreed commercial objectives.
Team Leadership & Capability Building
Lead and develop a five-person e-commerce team, including hiring, onboarding, coaching, and performance management.
Define clear team structures, ownership areas, KPIs, and career-development plans.
Build SOPs, reporting frameworks, quality-control standards, and knowledge-sharing systems.
Ensure effective capacity planning and resource allocation across client accounts.
Cross-functional Leadership
Partner with Sales, Creator, Livestream, Content, Media Buying, and Finance teams to deliver integrated client solutions.
Align commercial commitments with delivery capacity, budgets, and profitability requirements.
Make informed decisions regarding strategy, staffing, budgets, vendors, and operational priorities.
Provide regular business and performance updates to the CEO and management team.
Qualifications
5+ years of experience in e-commerce, social commerce, marketplace operations, or digital marketing.
2+ years of team leadership experience, including hiring and performance management.
Proven success in driving GMV, revenue growth, and business profitability.
Strong understanding of TikTok Shop; Shopify and DTC experience is a plus.
U.S. market, agency, and multi-brand management experience is preferred.
Strong analytical, commercial, client-management, and problem-solving skills.
Demonstrated ability to lead cross-functional teams and manage multiple priorities.
Comfortable operating in a fast-paced and evolving startup environment.
Bilingual proficiency in English and Chinese.
Able to work on-site in Midtown Manhattan.
Key Performance Indicators
Client GMV and revenue growth
Department revenue and profitability
Client retention and account expansion
Project delivery quality and client satisfaction
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Worksite address
new york, NY, 10261, US
Who can apply
Review the original listing for work authorization, qualifications and employer requirements.