Head of Paid Media in Manchester

Paid Media Strategy & Ownership

• Own paid media strategy across Somerce's client portfolio on TikTok and connected channels.
• Define how paid is used to accelerate GMV - not just drive traffic, but drive commercial outcomes.
• Build scalable paid frameworks that integrate with trading strategy, affiliate activity and live commerce.
• Stay ahead of TikTok's ad product developments, algorithm changes and platform best practices.
• Set the internal standard for how paid campaigns are planned, executed and reported.

Campaign Planning & Execution

• Lead end-to-end campaign management across TikTok Ads, including:
• TikTok Shop Ads across all formats.
• Retargeting and audience strategy.
• Live commerce ad amplification.
• Plan budgets, bid strategies and campaign structures to maximise return on ad spend.
• Align paid activity tightly to trading calendars, promotional moments and product launches.
• Work closely with the content team to ensure creative assets are built for paid performance.

Creative & Audience Strategy

• Lead creative strategy for paid - knowing what hooks, formats and messages convert on TikTok.
• Build structured testing frameworks across creative, audiences and placements.
• Translate performance data into clear creative briefs that the content team can act on.
• Identify winning creative quickly and scale it; cut what isn't working without hesitation.

Performance & Reporting

• Own ROAS, CPA, CPM and GMV targets across your client portfolio.
• Monitor campaign performance daily and make real-time optimisation decisions.
• Lead paid performance reviews with clients - backed by clear data and forward-looking recommendations.
• Forecast paid media contribution to GMV and flag variances early.
• Use attribution data intelligently, accounting for TikTok's role across the full funnel.

Team Leadership

• Build and lead a team of Paid Media Managers and Executives.
• Set clear standards for campaign quality, pacing and reporting.
• Develop your team's skills across strategy, execution and client communication.
• Review client-facing work before it goes out - ownership sits with you.

How You'll Work

• Fast-paced, high-ownership environment.
• Minimal bureaucracy, maximum accountability.
• You're expected to be across the numbers, ahead of the platform and clear with clients.
• This is a role for someone who is serious about paid performance and wants to lead it properly.

Requirements

• Essential
• Proven experience owning paid media strategy and execution at a senior level.
• Strong hands-on knowledge of TikTok Ads Manager and TikTok Shop ad products.
• Track record of delivering ROAS and GMV targets, not just traffic metrics.
• Deep understanding of creative performance on TikTok - what works and why.
• Comfortable managing significant media budgets across multiple client accounts.
• Experience managing and developing a paid media team.
• Highly data-literate - you live in dashboards and make fast, confident decisions.
• Desirable
• Experience at a social commerce or performance agency.
• Background in beauty, fashion, lifestyle or FMCG paid media.
• Familiarity with TikTok Shop-specific ad formats including GMV Max and VSA.
• Experience integrating paid strategy with affiliate, live commerce or organic content.