Role Title: Global TikTok Shop, D2C & CRM Manager
4 days in the office and 1 day WFH
OVERVIEW
Designer Parfums is a fast-growing, dynamic global fragrance company in the perfume & cosmetics industry, with a UK base in London and international ambition, with active business in around 70 markets.
We are a friendly family-owned business, and we are proud to create, develop, and distribute brands from a fantastic portfolio of heritage classics to celebrity trend-led fragrances. We are brand owners and licensees for GHOST, JENNIFER LOPEZ, HAWAIIAN TROPIC, CERRUTI, PLAYBOY & JEAN LOUIS SCHERRER and delighted to be distributors for ARIANA GRANDE, GUY LAROCHE, PALOMA PICASSO, AIGNER & GANT.
Our employees make our business special. With strong family values, we believe that Designer Parfums is a more prosperous and fun place to work when people feel free to be themselves. We believe in the power of being Authentic, Agile and Approachable while meeting our business goals.
JOB PURPOSE
The Global TikTok Shop, D2C & CRM Manager is responsible for leading and scaling TikTok Shop as a priority global revenue channel, while also owning performance across D2C eCommerce and CRM.
Reporting to the Commercial Manager, this role drives the execution and optimisation of owned and emerging digital channels globally, with a primary focus on accelerating TikTok Shop growth, alongside building strong D2C performance and customer retention.
This role sits at the intersection of social commerce, eCommerce, and lifecycle marketing, ensuring all activity aligns with the overall digital trading strategy and P&L objectives.
This role is the global owner of TikTok Shop growth, while scaling D2C and CRM to support long-term customer value.
KEY DUTIES AND RESPONSIBILITIES
Global TikTok Shop Ownership (Primary Focus)
* Own the global TikTok Shop strategy, performance, and growth roadmap
* Lead expansion and scaling across key markets (UK, EU, USA)
* Drive revenue growth through:
* Product selection and merchandising
* Promotional strategy
* Creator and affiliate partnerships
* Live shopping and social selling formats
* Identify and scale high-performing content and commercial models
* Stay ahead of platform developments, trends, and best practices
D2C eCommerce Ownership
* Own day-to-day performance of the global D2C website (e.g. Shopify)
* Deliver against revenue, conversion rate, and AOV targets
* Manage product merchandising, launches, and onsite trading
* Optimize the end-to-end customer journey
CRM & Retention Strategy
* Own global CRM strategy across email, SMS, and lifecycle channels
* Build and optimize automated customer journeys
* Drive improvements in:
* Customer lifetime value (LTV)
* Repeat purchase rate
* Retention and churn
* Ensure TikTok-acquired customers are effectively retained and monetised
Trading & Campaign Execution
* Execute the global digital trading calendar across TikTok Shop and D2C
* Lead TikTok-first campaign planning and activation
* Support product launches, seasonal campaigns, and promotional events
* Ensure alignment with Amazon and wider channel activity
Conversion Rate Optimization (CRO)
* Analyse user behaviour across D2C and TikTok Shop journeys
* Identify and implement conversion improvements
* Run A/B tests across:
* Product pages
* Landing pages
* Checkout flows
Pricing & Promotion Execution
* Implement pricing and promotional strategies set by the Commercial Manager
* Manage TikTok Shop offers, bundles, and incentives
* Ensure consistency across D2C and TikTok Shop
* Optimize promotional performance and ROI
Performance Analysis & Reporting
* Track and report on key KPIs:
* TikTok Shop revenue, ROI, and growth
* D2C revenue and conversion
* CRM contribution and retention metrics
* Provide insights and recommendations to improve performance
* Proactively identify risks and opportunities
Global Expansion & Localisation
* Drive international growth across TikTok Shop and D2C
* Ensure localisation of:
* Content
* Product assortment
* Pricing and promotions
* Adapt strategies to regional market dynamics
Key Performance Indicators (KPIs)
TikTok Shop (Primary)
* Global TikTok Shop revenue growth
* ROI / profitability of TikTok channel
* Creator / affiliate performance
* Contribution to total digital revenue
D2C & CRM
* D2C revenue, conversion rate, and AOV
* CRM revenue contribution
* Customer lifetime value (LTV) and retention rate
Global Growth
* Performance across key international markets
* Channel scalability and expansion success
REQUIREMENTS
* Proven experience in TikTok Shop or social commerce (essential)
* Strong background in D2C eCommerce (e.g. Shopify)
* Experience with CRM/lifecycle marketing (e.g. Klaviyo)
* Strong understanding of content-led commerce and creator ecosystems
* Experience managing international / multi-market operations
* Analytical mindset with ability to translate data into action