TikTok Performance Marketing Manager (Skincare)

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 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, adjusting to local consumer behaviour and pricing
• Take responsibility for online sales and advertising 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 keep a steady pipeline of creatives
• Run structured tests of new products, ads and offers, then scale winners and manage budgets during major TikTok Shop events
• Produce weekly reports by product, campaign and creative, compare results against targets and coordinate with e-commerce on reconciled sales

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 and direct-response creatives