Role overview:
The Ads & Content Manager leads the paid advertising and content strategy for Ecomobi's Direct Brand department, overseeing TikTok Shop performance marketing campaigns for major FMCG and beauty brands. This role is responsible for managing a team of 12-16 members, coordinating with 4,000 -5,000 creators monthly, and driving brand partners from launch to scale - with a proven track record.
The ideal candidate combines deep platform expertise (TikTok Shop, TikTok Ads) with strong leadership, data-driven decision-making, and the ability to build scalable systems and SOPs.
Responsibility:
Plan, execute, and optimize TikTok Shop paid advertising campaigns (Spark Ads, Product Shopping Ads, LIVE Shopping Ads) for key brand accounts including L'Oréal, Unilever, and other top-tier FMCG and beauty brands, ensuring ROAS targets and GMV goals are consistently met.
Develop and manage content strategies across TikTok Shop, including short-form video briefs, LIVE shopping scripts, and creator content guidelines; ensure all content aligns with brand standards and platform best practices to maximize organic reach and ad performance.
Build and maintain performance dashboards and reporting systems to track campaign KPIs (CPA, ROAS, CVR, GMV), provide weekly and monthly insights to brand partners, and use data to continuously improve campaign efficiency and ad spend allocation.
Team Management
Lead and mentor a team of 12-16 members, including Ads Specialists,
Content Creators, and Operation; set clear KPIs, conduct regular performance reviews, and create individual development plans to build team capabilities.
Manage 3-4 direct team leaders (Ads Leader, Operations Leader, Content Lead), establishing delegation frameworks and accountability structures that enable the team to operate at 90%+ autonomy on day-to-day campaign execution.
Design and implement SOPs, playbooks, and training materials for TikTok Shop advertising and content workflows, ensuring consistent quality and efficiency as the team scales.
Oversee resource allocation and workload distribution across brand accounts, balancing team capacity with campaign demands during peak seasons and mega sales events (e.g., TikTok Super Brand Day, 9.9, 11.11, 12.12).
Cross-Team Collaboration
Partner closely with the Creator/KOL Management team to align creator selection, briefing, and content production with paid advertising strategies, ensuring seamless integration between organic and paid performance.
Collaborate with
Account Managers to translate client objectives into actionable campaign plans, participate in client pitches, and serve as the subject matter expert on TikTok Shop advertising capabilities and market trends.
Work with Product, Data, and Technology teams to improve internal tools, automate reporting workflows, and contribute insights from campaign data to inform Ecomobi's broader platform strategy and competitive positioning (e.g., Douyin ecosystem intelligence).