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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in managing TikTok advertising campaigns, particularly TikTok Shop GMV Max campaigns, with a strong focus on performance measurement, campaign optimization, and profitability analysis. Proven ability to generate measurable e-commerce revenue through effective advertising strategies and creative testing.
Highest-signal resume keywords
TikTok Advertising ManagementCampaign OptimizationPerformance MeasurementROAS and ROI AnalysisE-Commerce Revenue Generation
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
Performance MarketingCampaign ManagementAdvertising Profitability CalculationData AnalysisCreative Testing
Soft Skills
Analytical ThinkingProblem-SolvingCollaborationCommunication
Tools & Technologies
ExcelGoogle SheetsTikTok ShopShopee AdsMeta Ads
Industry Keywords
Consumer ProductsSkincare MarketingCosmetics MarketingFMCG MarketingAdvertising Contribution Margin
About the role
Key responsibilities & impact- Generate profitable sales through TikTok advertising, particularly TikTok Shop GMV Max campaigns
- Set up, launch, monitor and optimise TikTok Shop GMV Max campaigns
- Manage Product GMV Max campaigns and, where applicable, LIVE GMV Max campaigns
- Set ROI targets, campaign budgets and product selections
- Monitor advertising expenditure, GMV, ROI and cost per order daily
- Identify underperforming campaigns and implement corrective actions
- Optimise advertising expenditure according to product margins and profitability
- Troubleshoot campaign delivery, spending, conversion and advertising-return issues
- Manage campaigns across Singapore and Malaysia, accounting for consumer behaviour and pricing differences
- Achieve assigned online sales and advertising profitability targets
- Calculate product-level break-even ROAS and identify products with the highest advertising returns
- Recommend promotional prices, product bundles and offers
- Monitor customer acquisition costs and contribution margin after advertising
- Distinguish advertising-attributed sales from incremental sales growth
- Scale successful campaigns without compromising profitability
- Work with video production to develop high-converting TikTok advertisements
- Analyse video performance and develop creative briefs
- Test video openings, demonstrations, offers and messaging
- Identify creative fatigue and recommend replacement advertisements
- Collaborate with influencer and affiliate teams on creator content for paid advertising
- Maintain a pipeline of advertising creatives for testing
- Develop testing plans and criteria for winning and losing creatives
- Allocate test budgets and decide when campaigns should be scaled, maintained or stopped
- Conduct controlled testing to distinguish creative, pricing, audience and promotional effects
- Expand successful strategies across products and increase sales during TikTok Shop promotional periods
- Manage budgets during regular sales periods and major shopping events
- Track advertising expenditure, attributed GMV, ROAS and cost per order daily
- Produce weekly performance reports by product, campaign and creative
- Compare performance against revenue and profitability targets
- Identify and explain the three strongest and weakest creatives weekly
- Provide recommendations for sales growth, budget allocation and campaign improvements
- Reconcile advertising-attributed sales with orders, refunds and net revenue alongside the e-commerce team
Requirements
What you’ll need- Minimum 3 years of hands-on performance marketing experience, including substantial direct experience managing TikTok advertising campaigns
- Demonstrable experience managing TikTok Shop GMV Max campaigns
- Must have personally managed advertising campaigns rather than solely overseeing external agencies
- Experience advertising physical consumer products through TikTok Shop
- Strong understanding of TikTok Shop's advertising ecosystem, campaign optimisation and performance measurement
- Proven ability to generate measurable e-commerce revenue through paid advertisements
- 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
- Experience scaling daily advertising budgets while maintaining commercially acceptable returns
- Proficiency with Excel or Google Sheets for advertising performance analysis
- Strong understanding of TikTok video advertisements that drive purchases
- Ability to identify effective hooks, product demonstrations and sales messaging
- Experience testing UGC, creator-led advertisements and direct-response advertising creatives
- Ability to translate campaign performance data into actionable instructions for video creators
- Previous experience marketing skincare, cosmetics, personal care or FMCG products (preferred)
- Experience managing TikTok Shop advertising in Singapore and Malaysia (preferred)
- Experience working with affiliate creators and content authorisation for paid campaigns (preferred)
- Familiarity with Shopee Ads and Meta Ads (preferred)
- Experience promoting products with relatively low selling prices, where advertising efficiency and margins are critical (preferred)