# General Manager, TikTok (Shop + Paid)

> Everyday Dose Inc. · Austin, United States (Hybrid) · Full-time · Posted 2026-08-02

**Salary:** USD 180,000–220,000

**Workplace:** hybrid

## Description

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:

1.  **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.
2.  **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

## Apply

[Apply at Everyday Dose Inc.](https://apply.workable.com/everyday-dose-inc/j/6E48A46946/apply)

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