TikTok Shop Content Strategist

Job description

## About Spotlight Media Spotlight Media is a leading TikTok Shop Partner agency, scaling some of the most recognizable brands in the new age of social commerce. Unlike traditional agencies, we don’t believe in cookie-cutter playbooks - every strategy we craft is custom-built to unlock our clients’ full potential on TikTok Shop. As a TikTok Shop–only agency, our entire focus, from the initiatives we pursue to the talent we hire, is singularly dedicated to driving growth on the platform. We’ve guided brands through the full funnel - from launch to scaling into the millions in GMV and we’re just getting started. We believe the future of e-commerce is social. That’s why we’re building a team of **high-agency individuals** who thrive on ownership, autonomy, and speed. Spotlight is not just a place to execute campaigns - it’s a **blank canvas** where ambitious people can pioneer new initiatives, scale new business verticals, and design the next wave of commerce. We’ve partnered with our own employees on new ventures, and we’re proud of our ethos of taking bold bets and doing the kind of work others only talk about. Join us, and you’ll have the trust, resources, and runway to redefine what’s possible for the world’s leading brands. ## The Role Spotlight Media is looking for a **TikTok Shop Content Strategist** who understands that great TikTok content starts with great insight. This is not a traditional social media manager role, and it is not simply a position focused on writing captions or managing a content calendar. You will be responsible for understanding **what makes a product compelling, who the consumer is, what is happening culturally and creatively on TikTok, and how those elements can come together to create content that drives attention, engagement, and ultimately sales.** You will work across multiple brands and product categories, developing creative strategies and concepts that can be translated into short-form TikTok Shop content. The ideal candidate is naturally curious, highly creative, commercially minded, and deeply immersed in TikTok culture. You should be the type of person who sees a TikTok trend and immediately starts thinking about how it could be adapted for a specific brand or product. You will help turn insights into **creative concepts, testing strategies, creative briefs, hooks, storylines, and content frameworks** that creators and production teams can execute. ## Key Responsibilities ### Creative Strategy - Develop creative strategies for TikTok Shop brands based on the product, target consumer, competitive landscape, and current TikTok environment. - Deeply understand our clients' products, their differentiators, their customers, and the problems their products solve. - Identify the intersection between **brand positioning, consumer psychology, TikTok culture, and commerce.** - Develop creative concepts designed specifically for short-form TikTok content. - Translate business objectives and product benefits into compelling content ideas. - Identify opportunities to make products culturally relevant and native to TikTok. - Develop creative frameworks that can be adapted and scaled across multiple pieces of content. - Continuously research TikTok trends, formats, creators, sounds, hooks, storytelling styles, memes, and emerging content patterns. - Understand broader U.S. consumer trends and cultural conversations and identify how they may create opportunities for our clients. ### Creative Testing - Develop creative testing strategies to determine what concepts, hooks, messages, formats, and angles resonate with consumers. - Create multiple creative variations around a single product or consumer insight. - Develop hypotheses around why certain creative concepts should perform. - Analyze creative performance and use the results to inform future concepts. - Identify winning creative patterns and determine how they can be iterated, scaled, or repurposed. - Help establish repeatable creative testing frameworks across client accounts. - Balance creative originality with performance and commercial objectives. ### Creative Briefs - Develop clear, actionable creative briefs for creators, editors, production teams, and other creative partners. - Translate strategic insights into specific creative direction. - Provide creators with strong hooks, concepts, talking points, story structures, CTAs, product angles, and executional guidance. - Ensure creative briefs give creators enough direction to execute successfully without making the content feel overly scripted or inauthentic. - Continuously improve the quality and effectiveness of Spotlight's creative briefing process. ### Concept Development - Generate a high volume of original, strategically relevant content concepts. - Develop concepts that can be translated into compelling short-form videos. - Think beyond traditional product demonstrations and develop entertaining, educational, emotional, relatable, surprising, or culturally relevant concepts. - Create strong opening hooks designed to capture attention in the first few seconds. - Develop different creative angles for different consumer personas and purchase motivations. - Identify ways to communicate product benefits without making content feel like a traditional advertisement. - Develop concepts specifically designed to drive TikTok Shop actions such as product discovery, engagement, clicks, and purchases. ### Trend & Cultural Intelligence - Stay deeply immersed in TikTok and understand what is currently working on the platform. - Monitor emerging trends before they become oversaturated. - Identify trends that are appropriate for specific brands and products rather than blindly chasing viral formats. - Understand U.S. consumer culture, behaviors, conversations, and emerging interests. - Identify cultural moments and trends that can be leveraged for timely content. - Maintain a strong understanding of TikTok-native storytelling and what makes content feel authentic to the platform. - Regularly bring new creative inspiration and ideas to the team. ### Client & Internal Collaboration - Partner closely with Account Managers, Creator Managers, clients, and creators to develop effective content strategies. - Participate in client strategy discussions and contribute creative recommendations. - Help educate internal teams on emerging TikTok trends and creative opportunities. - Communicate creative ideas clearly and persuasively. - Take feedback and iterate quickly without losing the strategic intent behind the concept. - Work across multiple brands and categories while maintaining a deep understanding of each client's unique positioning and audience. ## What We're Looking For ### Required Qualifications - 3+ years of experience in content strategy, creative strategy, social media, advertising, brand marketing, or a related field. - Strong understanding of TikTok and short-form video content. - Demonstrated ability to develop original creative concepts for social media. - Strong understanding of what makes content engaging in the first few seconds. - Excellent written and verbal communication skills. - Strong understanding of consumer behavior and how consumers make purchasing decisions. - Ability to understand a product quickly and identify compelling consumer-facing benefits and angles. - Ability to turn strategic insights into actionable creative concepts and briefs. - Strong research skills and an ability to identify meaningful trends rather than simply copying what is popular. - Highly organized and able to manage multiple brands and creative initiatives simultaneously. - Comfortable working in a fast-paced, high-accountability environment. ### Preferred Qualifications - Direct experience creating or strategizing TikTok content. - Experience with TikTok Shop, e-commerce, DTC, affiliate marketing, or social commerce. - Experience working with creators or influencers. - Experience developing creative briefs for short-form video. - Experience with creative testing and performance marketing. - Experience working with consumer brands. - Experience in beauty, health & wellness, food & beverage, fashion, lifestyle, or other consumer categories. - Strong understanding of U.S. consumer trends and culture. - Experience using TikTok Shop or other social commerce platforms. - Experience analyzing content performance and using data to inform creative decisions. - Portfolio of creative strategy, campaigns, concepts, briefs, or content examples. ## The Ideal Candidate We are looking for someone who is **equal parts strategist, creative thinker, consumer psychologist, and TikTok obsessive.** You don't necessarily need to be a professional video producer or editor. What matters most is your ability to **come up with ideas that are strategically sound, creatively interesting, and executable as short-form content.** You should naturally ask questions like: - Why would someone stop scrolling for this? - What would make this product relevant to this particular consumer? - What is the strongest hook? - What's the emotional or functional reason someone would buy this? - How can we communicate that benefit without making it feel like an ad? - Is there a TikTok trend we can legitimately connect to this product? - What are five completely different ways we could tell this story? - What could we test to determine which angle resonates? - If this concept works, how can we create 10 more variations of it? We are particularly interested in candidates who: - **Think in concepts, not just content calendars.** - Are constantly consuming TikTok and short-form content. - Have strong instincts for what will and won't work on social. - Are highly curious about people and consumer behavior. - Can explain *why* an idea should work, not just that it sounds cool. - Are comfortable generating a large number of ideas and quickly iterating. - Can turn vague ideas into clear creative direction. - Have strong attention to detail without becoming overly rigid. - Are commercially minded and understand that creativity ultimately needs to drive business results. - Are comfortable testing ideas, learning from failure, and trying again. - Have a strong sense of humor and cultural awareness. - Are willing to challenge conventional thinking. - Take ownership and move quickly. ## What Success Looks Like Success in this role will be measured by your ability to consistently create **high-quality creative thinking that produces better content and better business outcomes.** You will be expected to: 1. Develop creative strategies that are specific to each brand and consumer. 2. Generate compelling and differentiated content concepts. 3. Create clear, actionable creative briefs. 4. Help creators understand not just *what* to create, but *why* the concept should work. 5. Build and execute creative testing frameworks. 6. Identify winning creative angles and develop iterations around them. 7. Stay ahead of TikTok trends and emerging cultural opportunities. 8. Increase the quality, consistency, and volume of creative ideas across Spotlight's client portfolio. 9. Connect creative decisions to measurable performance. 10. Help Spotlight develop a repeatable but continually evolving approach to TikTok Shop creative strategy. ## Why This Role Matters Creative is one of the biggest opportunities in TikTok Shop. The brands that win aren't simply the brands with the best products. They are the brands that can **consistently communicate the right message, to the right consumer, in a way that feels native to the platform.** This role will sit at the center of that process. You will have the opportunity to work across multiple brands, categories, products, and consumer audiences while helping shape how some of the world's leading brands show up on TikTok Shop. Because Spotlight is a TikTok Shop-only agency, you won't be competing for attention with traditional media, SEO, or dozens of other agency priorities. **TikTok Shop is the entire game.** That means your ideas can directly influence creative production, creator strategy, consumer response, and ultimately millions of dollars in commerce. ## What We Offer - Competitive compensation based on experience - Remote work environment - Opportunity to work with recognizable consumer brands - Exposure to a wide variety of products, categories, and audiences - Significant autonomy and ownership - Fast-paced, entrepreneurial culture - Opportunity to help shape Spotlight's creative strategy and processes - Direct exposure to the rapidly evolving world of TikTok Shop and social commerce - Medical, Dental, Vision and 401k. - Take it as you need it PTO after 90 days.