Senior Manager, Social Commerce (TikTok), Malaysia

ABOUT SHARKNINJA

Our mission to positively impact people's lives every day in every home around the world allows our employees to be thinkers and tinkerers, designers and doers, creators and number crunchers, makers of things they love.

SharkNinja APAC is expanding and scaling rapidly. Our two brands, Shark and Ninja, have enjoyed unprecedented growth over the past five years, driven by a very strong innovation pipeline across both brands. Building on that success, SharkNinja APAC has embarked on a bold plan for growth in which Singapore and Malaysia play a critical role. We have taken these markets back from our distributors so that we can run them directly and drive strong growth behind innovation and investment.

POSITION SUMMARY

The Senior Manager, Social Commerce owns the fastest-growing route to our consumer in Malaysia. Livestream, short-form content, creator-led selling and social-native commerce are not an extension of our marketplace business — they are a different discipline with different economics, a different content clock and a different kind of talent.

You will build the whole thing, starting with affiliates: the affiliate programme and its commission model, the livestream operation and its schedule, the host and talent model, the creator network, the content engine that feeds them, the agencies that support them, and the commercial model that tells us whether any of it is worth doing.

Malaysia is the lead market for this capability. What works here will be exported to Singapore. You are therefore building a model, not just a market — and you will be judged on whether it travels.

This is a role for someone who is genuinely native to this space, who understands that a livestream is a trading floor and not a broadcast, and who is as comfortable with cost per acquired customer as with creative direction.

KEY RESPONSIBILITIES

1. Own the social commerce P&L for Malaysia

• Own revenue, margin and contribution from social commerce channels — and the honest economics of them, including content cost, host cost, commission and discount depth.

• Set the commercial model: which products, at what price architecture, with what mechanics, at what margin floor.

• Build the reporting that shows contribution per stream, per creator and per content format — not vanity engagement metrics.

• Make and defend the investment case for studio, talent and content spend.

2. Build and lead the affiliate programme — our first growth priority

• Own the affiliate programme as a P&L line: set revenue, contribution and cost-of-acquisition targets for affiliate-driven sales in Malaysia, and report them weekly.

• Lead and develop the Affiliate Managers (SG and MY): set their targets, partner pipelines and operating rhythm, coach them on negotiation and partner selection, and hold them to account for results.

• Define whom we target, in priority order: (1) performance-led content creators and review/lifestyle affiliates in home, kitchen, cleaning and family niches; (2) deal, voucher, cashback and loyalty platforms; (3) comparison, review and niche community sites and groups; (4) micro and nano creators recruited at volume through platform affiliate programmes (TikTok Shop, Shopee, Lazada); (5) bank, corporate and membership partners. Prioritise on proven conversion, audience fit and margin — not follower count.

• Design the commission structure with Finance: base rates by category and product, set against our margin floor; tiered rates that step up with sales volume, conversion and low return rates; higher or time-limited rates to push NPDs, hero SKUs and priority inventory; peak-campaign bonuses (e.g. 9.9, 11.11, 12.12); commission paid on net sales after returns and cancellations. Rates are [TBC] at role-brief sign-off.

• Set the programme rules: eligibility and onboarding, attribution and cookie windows, payout cycle, voucher and code policy, exclusivity, brand and claims guidelines, and controls against fraud, self-referral, brand-term bidding and voucher leakage.

• Manage the affiliate network mix: platform affiliate programmes (TikTok Shop, Shopee, Lazada) and third-party performance networks, with clear terms, fees and data access.

• Run product seeding: sample allocation by tier, content expectations, and a return-on-seeding review so we stop sending product to affiliates who do not sell.

• Review monthly: cut under-performers, promote winners, and move commission and seeding budget to where it returns contribution. Forecast and control the commission budget; escalate when margin is at risk.

3. Build the livestream operation

• Design the livestream model end to end: studio or location set-up, equipment, schedule, run-of-show, product rotation, mechanics, moderation and post-stream follow-up.

• Build a consistent broadcast calendar that is planned against peak, campaign and NPD moments rather than filled reactively.

• Recruit, train and manage hosts — including the hard truth that host performance is measurable and variable.

• Drive the operational detail that decides whether a stream converts: hook, pacing, offer clarity, inventory readiness, link and voucher accuracy.

4. Build the creator network

• Build a managed creator network for Malaysia rather than ad hoc activations — tiering, commission structure, product seeding, content expectations and performance review.

• Align creator terms (fees, retainers and commission) with the affiliate commission framework in section 2, so creators are motivated by the products and margins we want to move.

• Recruit creators systematically, including from competitor and category-adjacent pools, and retain the ones who perform.

• Create a clear progression path: top-performing affiliates graduate to the managed creator tier, and top creators to livestream guest or host roles.

• Build the content pipeline: briefs, assets, usage rights, approvals and a turnaround time that matches the platform's clock, not ours.

5. Manage agencies and hold them to account

• Own the agency roster: decide which agencies (livestream, creator and talent, content, affiliate and performance) we use, for what, and where in-house is better value.

• Write tight briefs, scopes and SOWs with named deliverables, KPIs tied to revenue and contribution (not impressions or reach), fees with a performance-linked element, and clear exit terms.

• Run a fixed governance rhythm: weekly performance check-ins, monthly business reviews against KPIs, and a quarterly scorecard and fee review.

• Hold agencies to account: verify their reporting against platform data, agree a remedial plan when they miss, and reallocate or exit when they do not recover.

• Control agency spend: approve budgets, reconcile invoices, and confirm that fees and creator payments match contracted terms, with no undisclosed mark-up or conflicts of interest.

• Make sure capability sits with SharkNinja: data, content, creator relationships and playbooks are contractually ours and transferred to the team.

6. Own content velocity and quality

• Build a content engine that produces at social-native volume and speed without breaking brand standards.

• Work with the E-Commerce Graphic Designer and Marketing to make creative a performance lever — measured on click-through and conversion, not on how it looks in review.

• Establish a fast test-and-learn loop: what we tried, what it returned, what we do next. Weekly, not quarterly.

• Protect the brand: SharkNinja is confident, vibrant, accessible and clever — never loud, goofy or simplistic, whatever the platform norm.

7. Partner the platforms

• Build the TikTok Shop and equivalent platform relationships for Malaysia — campaign participation, funding, visibility, creator matchmaking and category support.

• Secure platform investment ahead of peak moments and evidence what it returned.

• Stay ahead of platform mechanic and algorithm changes and translate them into commercial action quickly.

8. Make the model exportable

• Codify everything — playbook, run-of-show, host certification, creator tiering, content briefs and the commercial model — so Singapore can adopt it without rebuilding.

• Work as one with the Singapore team and the Head of Digital Commerce on a single social commerce standard.

• Be the SGMY subject-matter authority on this channel and bring the outside-in view to the leadership team.

EXPERIENCE AND CAPABILITIES

Essential

• 7+ years in e-commerce, social commerce, digital or content-led selling, with at least 2 years owning social commerce revenue directly.

• Demonstrable evidence of building, not inheriting. You have built a livestream operation, a creator network or a social commerce business from nothing — and can describe the before-state, what you built and what it delivered.

• Genuine native fluency in TikTok Shop and livestream commerce in Malaysia, including how the algorithm, campaign mechanics, creator commissions and platform funding actually work.

• Experience designing and running an affiliate programme: partner targeting, commission structure and incentive design, payout and fraud controls, and managing affiliate managers against performance targets.

• Experience managing agencies: setting scopes and revenue-linked KPIs, running performance reviews, and moving or exiting agencies that do not deliver.

• Proven revenue ownership from social channels — not engagement, reach or follower growth.

• Experience recruiting, training and managing hosts, creators or on-camera talent, including managing out poor performers.

• Strong commercial numeracy — can build the contribution model for a stream or a creator and defend it.

• Fast content judgment: knows what will convert and can decide without a committee.

• Fluency in Bahasa Malaysia and English; Mandarin a strong advantage for host and creator management.

Experience might get you the interview. Mindset is what sets you apart.

YOUR ROLE IN LEADING OUR SUCCESS DRIVERS

• Lead us to be “RARELY SATISFIED”

• Make things better each day; “PROGRESS OVER PERFECTION”

• Use your knowledge of our consumer, understand that “DETAILS MAKE THE DIFFERENCE”

• Deliver something great; “WINNING IS A TEAM SPORT”

• Be clear and honest, “COMMUNICATING FOR IMPACT”

Explore SharkNinja on our social channels:

• https://www.linkedin.com/company/sharkninja-apac/mycompany/

• https://www.linkedin.com/company/sharkninja-apac/jobs/