General Manager, TikTok (Shop Paid)

Ripple Foods
Ripple Foods

Operations

Austin, TX, USA

Posted on Aug 5, 2026
Everyday Dose is the fastest-growing functional coffee brand in the country, with hundreds of thousands of active subscribers and a business built on product people genuinely feel a difference from. We're headquartered in Austin, TX.

We're hiring a General Manager to own TikTok as a complete channel P&L. Not a social media manager, not a media buyer. A GM who treats TikTok like a business inside the business.

Straight talk: we've run TikTok before and it didn't work. The strategy was wrong, and we shut it down. This is a deliberate restart with executive backing, real budget, and a single accountable owner. You'll have a blank slate and the mandate to build it correctly this time.

The Mandate

Two Things, And You Own Both

  • Paid TikTok as a DTC acquisition channel. Build TikTok ads into a scaled, measurable driver of new subscribers to our own storefront, held to the same CAC and payback standards as our other paid channels.
  • Make TikTok Shop actually work. Build the creator and affiliate flywheel, run Shop operations end to end, and grow Shop into a real revenue channel with real margins, not a discount dumping ground.

What You'll Own

  • Full TikTok channel P&L: budget, targets, spend pacing, and contribution margin across paid and Shop
  • Paid media strategy and execution on TikTok, including creative testing systems built with our performance creative team
  • The creator and affiliate program: recruiting, activating, and scaling hundreds of creators producing weekly content
  • TikTok Shop operations: catalog, offers and pricing strategy, promotions, live commerce, and fulfillment coordination with our ops team
  • A content engine that feeds both paid and organic, with volume and velocity as first-class goals
  • Measurement: incrementality, halo to DTC, new-to-brand mix, and honest channel economics reported to the executive team
  • The team and vendor stack beneath you: creator ops hires, agencies, and TikTok Shop partners as needed

Requirements

Success Looks Like

  • TikTok paid spend scaled within our CAC and payback targets, with incrementality we trust
  • A live TikTok Shop affiliate flywheel with consistent weekly creator output and growing GMV at healthy margins
  • One owner reporting clean channel economics the executive team can make decisions on
  • A restart that sticks: repeatable systems, not a spike

Metrics You'll Be Measured On

  • Channel CAC and payback on paid TikTok
  • TikTok Shop GMV and contribution margin
  • Active creator and affiliate count, and content volume per week
  • New-to-brand customer mix
  • Measured halo lift to DTC

You're a Great Fit If You...

  • Have operated inside the TikTok ecosystem: at TikTok itself, at a TikTok Shop partner, or at a brand that genuinely cracked Shop
  • Have personally owned six-figure monthly paid budgets held to CAC and payback, not engagement metrics
  • Have built a creator or affiliate program from scratch and scaled it past 100+ active creators
  • Have carried a P&L or channel-level revenue number and can talk contribution margin fluently
  • Are a zero-to-one operator: scrappy, hands-on early, then a builder of team and systems
  • Can hire and manage the creator ops function beneath you
  • Are in Austin or excited to work hybrid from Austin

Not This Role

  • You are not an organic social manager with a posting calendar
  • You are not a pure media buyer waiting for creative to show up
  • You do not get to blame the algorithm; you own outcomes, not activities

Benefits

  • Competitive salary and performance-based bonuses
  • Health, dental & vision insurance
  • 401K Match
  • Unlimited PTO
  • Hybrid flexibility from our Austin HQ
  • Monthly $500 wellness and $2,500 annual professional development stipend
  • Rare mandate: full ownership of a channel restart with executive backing at a high-growth brand
  • Open to contract-to-hire for the right operator
See more open positions at Ripple Foods