Job Purpose
The Live Commerce Team Manager is responsible for driving business growth through brand-owned livestreams, affiliate/KOL livestreams, and content commerce across TikTok Shop, Shopee, Lazada, and other relevant platforms.
This role leads the end-to-end live commerce strategy, covering planning, execution, creator management, campaign optimization, and performance analysis to maximize GMV, net sales, customer acquisition, and profitability.
Key Responsibilities
1. Live Commerce Strategy
• Develop and execute the overall live commerce strategy aligned with business objectives.
• Build monthly and campaign livestream calendars across platforms.
• Define the role of brand, affiliate, and campaign livestreams within the commercial strategy.
• Identify growth opportunities through platform trends, customer insights, competitor analysis, and
performance data.
2. Livestream & Campaign Management
• Lead the planning and execution of official brand livestreams.
• Manage product assortment, promotional mechanics, vouchers, gifts, pricing, and live-exclusive offers.
• Ensure high-quality livestream execution by optimizing host performance, scripts, studio setup,
customer engagement, and production standards.
• Coordinate with Brand, E-commerce, Media, Content, and Platform teams to deliver seamless
campaigns.
3. Affiliate & Creator Development
• Build and manage a high-performing network of KOLs, affiliates, livestream hosts, and creators.
• Collaborate with platform creator teams and MCN partners to recruit and scale creators.
• Develop creator campaigns for hero SKUs, product launches, and major platform campaigns.
• Optimize creator performance through product selection, commission structures, promotional support,
and content direction.
4. Live Operations & Team Leadership
• Lead the live commerce team, including producers, coordinators, hosts, and external partners.
• Establish SOPs covering livestream preparation, execution, monitoring, and post-live review.
• Ensure operational readiness, including product setup, inventory, pricing, vouchers, creative assets, and platform tools.
• Monitor daily and weekly business performance, providing actionable recommendations to improve efficiency and results.
5. Performance Optimization
• Monitor key metrics including GMV, net sales, orders, AOV, conversion rate, viewer traffic,
engagement, GMV/hour, creator contribution, commission cost, and profitability.
• Conduct post-campaign analyses to identify learnings and improvement opportunities.
• Continuously optimize product assortment, promotions, commission models, livestream scheduling, scripts, and traffic strategies.
• Foster a test-and-learn culture to improve commercial performance and operational efficiency.
6. Cross-functional Collaboration
• Partner with
Brand Marketing to ensure consistent storytelling and campaign integration.
• Collaborate with E-commerce KAMs to align livestream plans with platform campaigns and sales
targets.
• Work closely with Media and Content teams to integrate livestreams with short-form video, affiliate
content, paid media, and CRM.
• Coordinate with Supply Chain and Operations to ensure inventory readiness and fulfillment efficiency.
