Creative Strategist (TikTok Shop)

Location: Europe; Singapore; Belgium; Thailand; France; Philippines; Ireland; Georgia; Spain; Portugal; United Kingdom Workplace: Remote BUILD, SCALE & OPERATE LEADING DTC BRANDS ALONGSIDE A-PLAYERS MANEUVER MARKETING Our Vision, Mission & Success are fuelled by our commitment to be a driving force of positive change to the health of everyday consumers, providing conscious, high-quality & innovative supplement products. In just 5 years, we kicked off our own DTC Health & Wellness brand from scratch and scaled it to USD$100M+ in annual sales, serving more than 3,000,000 customers worldwide with an average of 4,000 daily orders across 9 SKUs. These results caught the attention of The Financial Times https://www.ft.com/high-growth-asia-pacific-ranking-2023, as they ranked us among APACs top High-Growth Companies. We have also been awarded 2nd place on the E50 Awards https://www.sph.com.sg/media-centre/media-releases/fifty-local-smes-honoured-for-pioneering-success-and-innovation-at-30th-e50-awards/, jointly organised by The Business Times and KPMG in Singapore. This is just the beginning of our journey, and you could be part of the next stage of our growth! YOUR NEXT ROLE As a Creative Strategist (TikTok Shop), you’ll be at the forefront of turning TikTok into a high-leverage growth channel for our DTC supplements brand. You’ll be owning creative strategy for TikTok across key growth surfaces including organic content, paid ads, and TikTok Shop. Your role will be to identify what makes content perform on-platform, translate those insights into scalable creative systems, and help drive customer acquisition and conversion through TikTok-specific strategies. Serving a primarily female demographic aged 35–65, you’ll combine creative research, platform understanding, trend fluency, and direct response thinking to build content that feels native to TikTok while delivering measurable business impact. You’ll work cross-functionally with the Product Marketing team, Paid Media, UGC creators, video editors, and operators to concept, test, and scale high-performing TikTok creatives that strengthen top-of-funnel attention, mid-funnel engagement, and bottom-funnel conversion.   WHAT YOU’LL DO DRIVE TIKTOK CHANNEL GROWTH THROUGH CREATIVE STRATEGY - Own the creative strategy for TikTok as a growth channel, identifying how to unlock customer acquisition and conversion through platform-native content. - Develop concepts across organic TikTok, paid TikTok ads, and TikTok Shop to support both awareness and revenue generation. - Translate channel insights into repeatable creative frameworks that can be scaled across products and campaigns. CONDUCT IN-DEPTH TIKTOK CREATIVE RESEARCH - Dive into TikTok trends, competitor activity, creator formats, comment sections, customer behavior, and platform-native storytelling patterns. - Use TikTok feeds, creator ecosystems, ad libraries, social listening, and other research tools to identify emerging opportunities. - Distil findings into actionable creative angles, hooks, scripts, and briefs that align with our target demographic and business goals. EXECUTE A STRATEGIC TIKTOK TESTING PROCESS - Build and continuously refine a testing pipeline for TikTok creative, including hooks, formats, concepts, offers, creator styles, and messaging angles. - Partner with internal teams and creators to launch, evaluate, and iterate on new concepts quickly. - Identify winning patterns and scale them through a structured testing approach that balances performance optimization with creative freshness. CREATE FOR EVERY STAGE OF THE TIKTOK CUSTOMER JOURNEY - Develop TikTok creatives tailored to different stages of the funnel, from awareness and discovery to conversion and purchase intent. - Craft content that matches user mindset across different entry points — such as educational or entertaining content for organic reach, direct response ads for paid acquisition, and conversion-focused assets for TikTok Shop. - Ensure content is both platform-native and strategically aligned to broader brand and product goals. BUILD ENGAGING, NATIVE, HIGH-CONVERTING CONTENT - Develop ad concepts and organic content built for TikTok’s unique content ecosystem, with strong emphasis on attention, retention, relatability, and action. - Shape concepts that feel authentic to the platform while still delivering clear performance outcomes. - Identify trends, creator behaviors, editing styles, and storytelling devices that can be adapted into high-performing branded content. SUPPORT TIKTOK SHOP GROWTH - Partner with relevant stakeholders to develop creatives that improve TikTok Shop performance, including product storytelling, offer communication, social proof, and conversion-focused content. - Help shape content that shortens the path from discovery to purchase within the TikTok ecosystem. - Test and refine creative approaches that improve product page engagement, click-through, and sell-through. OPTIMIZE CONVERSION LEVERS THROUGH CREATIVE - Identify content and funnel bottlenecks specific to TikTok traffic and user behavior. - Improve performance through testing of key creative levers such as hooks, pacing, CTAs, product demonstration, proof elements, creator delivery, and offer framing. - Apply insights rapidly to improve click-through rates, engagement quality, and downstream conversion.   HOW YOU’LL SUCCEED - Consistently develop TikTok creatives that drive strong engagement, click-through rates, hold rates, and conversion performance. - Contribute meaningfully to TikTok becoming a scalable acquisition and growth channel across organic, paid, and TikTok Shop surfaces. - Deliver concepts that combine platform relevance with commercial impact, balancing native storytelling with direct response performance. - Help uncover repeatable creative insights that improve testing velocity, creative hit rate, and overall TikTok efficiency. - Strengthen collaboration between Growth Marketing and Product Marketing by translating TikTok learnings into scalable growth opportunities for the wider business.   WHAT YOU BRING - 5+ years in DTC creative strategy, performance creative, or growth-focused content development, ideally with meaningful experience on TikTok Shop. - Strong portfolio showcasing short-form content, direct response creative thinking, and an understanding of what makes content perform in-feed. - Deep familiarity with TikTok as a platform, including content trends, creator dynamics, paid creative best practices, and shopping behavior. - Experience developing concepts across both organic and paid social, with strong instincts for platform-native storytelling. - Strong grasp of creative testing methodologies, including how to evaluate and iterate on hooks, formats, messaging, and visual delivery. - Ability to bridge brand, content, and performance thinking — creating work that is engaging, culturally relevant, and conversion-oriented. - A passion for psychology, storytelling, video, design, and consumer behavior that translates into compelling customer-centric creatives. - Proactive engagement with emerging trends, creators, platform changes, and best practices across TikTok and the wider DTC creative ecosystem. ABOUT YOUR APPLICATION - Please submit your application in English. It's our company language so you'll be speaking lots of it if you join. - We treat all candidates equally - if you're interested please apply through our careers portal.