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OUAI is a prestige beauty and personal care brand founded by celebrity hairstylist, Jen Atkin. “ OUAI ,” means “yes” in that casual Parisian way. The brand is guided by the mission “wherever you go, go all the OUAI ” and this bold & playful spirit impacts everything from culture to marketing to product. OUAI ’s product categories – ranging from hair care to body care, fragrances, personal care, and merch – are designed to reflect its commitment to easy, effective, and enjoyable self-care.
Since its launch, OUAI has built a strong and growing omnichannel presence through direct-to-consumer channels, specialty beauty retailers, and global distribution partners. The brand continues to expand into new markets, deepen consumer loyalty, and scale its differentiated, high-margin business model internationally. OUAI is recognized for its straightforward approach to beauty, its distinctive fragrance profile, and its ability to meet consumer needs across multiple lifestyle-driven categories. The brand formulates without sulfates or parabens and maintains a commitment to creating high-quality, effective products.
OUAI ’s culture is shaped by its ethos—fun, purposeful, and approachable—and is anchored by five Culture Codes:
We Aren’t Afraid to Go First.
We Don’t Compete, We Collaborate.
We Ask Questions to Find the Best Answers.
We Keep It Real, in a OUAI That’s Kind.
We Go All the OUAI With Work & Play.
OUAI is focused on ongoing category innovation, continued international expansion, and delivering high-quality consumer experiences that reinforce the brand’s identity and long-term growth trajectory.
About The Role:
We are looking for a Manager, Social Commerce to own and scale OUAI 's presence on TikTok Shop. You'll turn social content into sales: building the creator affiliate engine, running live shopping, managing shop operations, and reporting on what's working. This is a hands-on role for someone who lives on these platforms, moves fast, and is equally comfortable in a creator DM and a P&L. This role will report to our Director, Growth on the Digital team.
What You'll Do:
TikTok Shop
Shop ownership: Manage day-to-day TikTok Shop operations, including product listings, PDP content, pricing, promotions, inventory alignment and Shop & fulfillment health metrics.
Affiliate program: Build and scale the TikTok Shop affiliate program: recruit, seed and activate creators, set commission structures, and manage target collaborations and open plans.
Content to commerce: Identify top-performing content and scale it with GMV Max and Spark Ads in partnership with Growth Team & Influencer teams.
LIVE shopping: Plan and execute creator-hosted LIVE sessions and explore brand-hosted LIVEs, from run-of-show and offers to talent and post-show analysis.
Campaigns: Lead OUAI 's participation in platform tentpoles (e.g., Brand Days, TTS promotions, Black Friday/Cyber Monday) on TikTok Shop, aligning discount depth and timing with other channels’ promotions.
Strategy, Performance & Operations
Planning: Own the social commerce roadmap, revenue forecasts and budgets.
Omnichannel alignment: Coordinate TikTok Shop pricing, promotions, and bundles with Marketplace (Amazon), DTC, and retail partners. Maintain a shared promo calendar, escalate pricing or discount conflicts to the Director of Growth, and ensure TikTok-exclusive offers protect brand margin and price integrity.
Reporting: Track and report GMV, orders, AOV, top SKUs, creator productivity, content velocity and TTS contribution margin; deliver weekly and monthly performance readouts to the Director of Growth.
Testing: Run structured tests on offers, bundles, creator tiers, content formats and LIVE cadence; turn learnings into playbooks.
Partners: Manage relationships with platform partner managers, agencies and tools (e.g., affiliate management, sampling and analytics platforms).
Compliance: Ensure all creator content and claims meet FTC disclosure guidelines, platform policies and OUAI brand and regulatory standards.
Market watch: Stay ahead of platform changes, new features and competitor activity across beauty and haircare.
Requirements
What You'll Bring:
3-4+ years of experience in e-commerce, social commerce, influencer marketing or growth.
2+ years of hands-on experience managing a TikTok Shop, with a track record of growing GMV through affiliates and content.
Experience with beauty, personal care or another consumer brand.
Familiarity with affiliate and creator tools such as Cruva, Grin, CreatorIQ, Kin or similar.
Nice to Have
Strong analytical skills: comfortable building forecasts, working in spreadsheets and turning platform data into clear recommendations.
Deep understanding of creator culture and short-form content.
Excellent project management and communication skills; able to juggle launches, LIVEs and creator pipelines at once.
Experience with TikTok Ads Manager, GMV Max, Spark Ads and Amazon Ads.
On-camera or LIVE-hosting experience.
Experience launching social commerce in new markets (e.g., UK, Canada).
Benefits
Annual Base Salary Range is $100,000 - $110,000K (based on experience)
