TikTok Performance Marketing Manager

About the role

An experienced, hands-on TikTok Performance Marketing Manager is sought to sell physical consumer products through TikTok Shop, turning advertising spend into revenue. The role does not focus on followers or brand awareness but on converting ads into sales, finding winning videos and scaling campaigns profitably. It works closely with in-house video production, influencer, affiliate and e-commerce teams to grow skincare products in Singapore and Malaysia.

Key responsibilities

• Set up, launch, monitor and optimise TikTok Shop GMV Max campaigns, including LIVE GMV Max campaigns, with daily monitoring of spend, GMV, ROI and cost per order
• Manage campaigns across Singapore and Malaysia, accounting for local consumer behaviour and pricing
• Take responsibility for sales and profitability targets, calculate product-level break-even ROAS and recommend promotions and bundles
• Work with the video production team to develop high-converting ads, write creative briefs and test openings, offers and messaging
• Collaborate with influencer and affiliate teams to find creator content suitable for paid ads and ensure a steady pipeline of creatives
• Run structured tests of new products, ads and offers, set test budgets and scale winners
• Produce weekly reports on performance by product, campaign and creative, compare results against targets and coordinate with e-commerce on sales attribution

Required profile

• Minimum 3 years of hands-on performance marketing experience, including direct management of TikTok advertising campaigns
• Demonstrable experience managing TikTok Shop GMV Max campaigns and advertising physical consumer products
• Experience scaling daily advertising budgets while maintaining acceptable returns
• Preferred: skincare, cosmetics or FMCG experience; TikTok Shop experience in Singapore and Malaysia; familiarity with Shopee Ads and Meta Ads

Required skills

• 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
• Proficiency with Excel or Google Sheets for advertising performance analysis
• Understanding of TikTok video ads, hooks, product demonstrations and direct-response creatives