Senior Director, Social Commerce

The Role

We are seeking a Senior Director, Social Commerce to lead SharkNinja's rapidly expanding UK Social Commerce business and own the UK TikTok Shop P&L—one of the company's fastest-growing and highest-priority commercial channels. This leader will define and execute the long-term vision for social commerce in the UK, transforming it into a scalable growth engine that accelerates revenue, strengthens brand engagement, and delivers sustainable profitability.

In addition to leading the TikTok Shop business, this role will own SharkNinja's UK TikTok LIVE Commerce strategy and operations, building a world-class live shopping capability that drives customer acquisition, engagement, conversion, and revenue through always-on live programming, creator partnerships, and scalable live production. This leader will also partner closely with international markets to develop scalable playbooks and best practices that can be adapted to support global social commerce expansion.

As the commercial leader for Social Commerce (UK), you will build the strategy, operating model, and organizational capabilities required to support significant growth across creator-led, live shopping, and shoppable ecosystems. You will oversee the evolution of our social commerce business from a high-growth channel into a mature, scalable capability by developing repeatable processes, investing in technology and analytics, and building high-performing teams that can execute at speed.

This role requires an entrepreneurial leader who thrives in ambiguity, can build from first principles, and has a proven track record of scaling ecommerce businesses in fast-paced consumer environments. You will partner closely with executive leaders across Marketing, Digital Commerce, Sales, Finance, Operations, Supply Chain, Product, and International Markets to ensure the UK social commerce business is positioned for long-term success while helping establish global best practices.

Success in this role will be measured not only by revenue growth and profitability, but by building the infrastructure, capabilities, partnerships, and talent required to support the next phase of SharkNinja's ecommerce growth.

Key Responsibilities:

• Own the end-to-end P&L for SharkNinja's UK Social Commerce business, establishing ambitious revenue, profitability, customer acquisition, and market share objectives while delivering against aggressive growth targets.

• Develop and execute the long-term UK Social Commerce strategy across TikTok Shop, TikTok LIVE, Instagram, YouTube, and emerging commerce platforms, ensuring alignment with broader ecommerce, digital, and brand strategies.

• Build and scale a best-in-class social commerce organization, designing the team structure, operating model, processes, and capabilities required to support rapid growth and establish repeatable frameworks for future international expansion.

• Establish scalable operating rhythms, governance, and performance management frameworks that enable efficient execution across creator partnerships, affiliate marketing, live commerce operations, merchandising, content production, campaign execution, and platform operations.

• Lead SharkNinja's UK TikTok LIVE Commerce business, developing the end-to-end strategy for live shopping including programming, creator and host recruitment, production, merchandising, promotional planning, live selling operations, and performance optimization to establish LIVE as a significant revenue, customer acquisition, and brand engagement channel.

• Lead the evolution of creator, affiliate, and LIVE host ecosystems, developing sophisticated partner segmentation, recruitment strategies, commission structures, incentive models, and performance frameworks that maximize long-term commercial value across both shoppable content and live commerce.

• Identify and unlock new growth opportunities through customer acquisition, conversion optimization, assortment strategy, merchandising, promotional planning, live event programming, and lifecycle engagement.

• Partner closely with Marketing, Brand, Media, CRM, Product Marketing, Sales, Finance, Supply Chain, Operations, Creative, and Technology to create seamless, integrated customer journeys that connect social discovery with purchase, including coordinated product launches, tentpole campaigns, and TikTok LIVE selling events.

• Build robust forecasting, financial planning, and investment models that balance rapid growth with sustainable profitability while providing executive leadership with clear visibility into performance, risks, and opportunities.

• Develop scalable reporting, analytics, and KPI frameworks that leverage platform data, first-party customer insights, and business intelligence to continuously optimize commercial performance across social commerce and live shopping initiatives.

• Evaluate and implement technologies, automation, and operational improvements that improve efficiency, reduce manual execution, and enable the organization to scale effectively.

• Partner with international markets to establish repeatable playbooks, operating models, and best practices that accelerate social commerce and live commerce adoption globally while adapting to local platform dynamics and consumer behaviours.

• Monitor competitive activity, platform innovation, creator economy trends, live shopping best practices, and emerging technologies to identify new business opportunities and maintain SharkNinja's leadership position within social commerce.

• Serve as the executive voice of Social Commerce, influencing enterprise ecommerce strategy and representing the function with senior leadership, platform partners, agencies, creators, and key external stakeholders.

• Recruit, develop, and retain exceptional talent while fostering a high-performance culture focused on innovation, accountability, agility, and continuous improvement.

• Champion SharkNinja's values and culture, inspiring teams to deliver breakthrough thinking, exceptional execution, and industry-leading results.

About You

• Experience in progressive leadership experience across ecommerce, digital commerce, marketplace, social commerce, performance marketing, or omnichannel retail, with experience scaling high-growth consumer businesses.

• Demonstrated success owning a multimillion pound P&L with responsibility for revenue growth, profitability, forecasting, investment planning, and executive reporting.

• Proven track record building and scaling ecommerce organizations through periods of rapid growth, including designing teams, operating models, and scalable business processes.

• Experience building and scaling TikTok LIVE Commerce or other livestream shopping businesses, including live programming strategy, creator or host management, production workflows, merchandising, and performance optimization.

• Experience leading complex cross-functional initiatives across Marketing, Commercial, Operations, Technology, Finance, Supply Chain, Creative, and Product teams.

• Deep understanding of social commerce platforms, creator ecosystems, affiliate marketing, livestream commerce, content-driven commerce, and evolving consumer purchasing behaviours.

• Strong analytical and commercial mindset with experience leveraging data, experimentation, and customer insights to drive strategic decisions.

• Experience implementing scalable systems, automation, analytics, and operational improvements that enable sustainable growth.

• Exceptional executive communication, negotiation, and stakeholder management skills, with experience influencing senior leadership and building strong external partnerships, including platform partners and creator agencies.

• Highly entrepreneurial, highly adaptable, and comfortable operating in a fast-paced, high-growth environment where building new capabilities and leading through change are critical to success.
• Experience partnering with international teams or supporting global ecommerce expansion is highly desirable.

Our Culture & Commitment

At SharkNinja, our purpose is to positively impact people's lives every day in every home around the world. We thrive on passion, innovation, and a relentless drive to disrupt categories and create products consumers love.

We're looking for leaders who embrace bold thinking, move with speed, challenge the status quo, and build scalable businesses that fuel our next phase of growth.

Diversity, Equity, and Inclusion are fundamental to our success. We believe diverse perspectives drive better innovation and stronger business outcomes. We are committed to creating an environment where every associate can bring their authentic self to work, make an impact, and accelerate their career.

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