Head of Affiliates

• Own the affiliate function at Somerce – strategy, execution, team and results
• Define how affiliates are used to drive GMV across our client portfolio
• Build scalable affiliate frameworks that work across categories, price points and campaign types
• Set the standard for how we brief, manage and optimise creator relationships
• Stay ahead of TikTok Shop affiliate mechanics, platform updates and best practices
• Build and manage a high-performing roster of TikTok creators across beauty, fashion, lifestyle and FMCG
• Develop tiered creator strategies – from nano and micro through to macro and mega – matched to each client’s goals
• Own outreach, negotiation and onboarding for new affiliate creators
• Build genuine, long-term relationships with top-performing creators and talent management
• Identify emerging creators early and bring them into client programmes before the competition does
• Plan and execute affiliate activity around key retail and trading moments
• Align affiliate strategy tightly with trading calendars, promotions and GMV targets
• Work with account teams to ensure affiliate activity supports broader client growth plans
• Manage commission structures, incentive mechanics and deal terms to maximise ROI
• Monitor affiliate performance daily – GMV, views, conversion, commission efficiency
• Identify top-performing creators and double down; identify underperformers and act quickly
• Use data to continuously refine creator selection, brief quality and incentive structures
• Report on affiliate performance to clients and internal stakeholders with clarity and insight
• Set GMV targets for the affiliate channel and own delivery against them
• Build and lead a team of Affiliate Managers and Executives
• Set clear expectations and develop your team’s skills in creator management, negotiation and performance analysis
• Review creator briefs and outreach before they go out – quality sits with you
• Create a high-ownership, high-output team culture that mirrors Somerce’s wider values

Requirements

• Proven experience owning an affiliate or creator programme at scale
• Deep understanding of TikTok Shop affiliate mechanics – how commissions work, how to structure deals, how to drive GMV
• Strong network within the UK TikTok creator ecosystem, or a track record of building one quickly
• Commercially minded – you think in GMV and ROI, not just follower counts
• Experience managing and developing a team
• Data-literate: comfortable pulling performance reports and making decisions from them
• Background in beauty, fashion, lifestyle or FMCG affiliate or influencer marketing (Desirable)
• Experience working within or alongside a social commerce or performance agency (Desirable)
• Familiarity with live commerce and how affiliates can be activated around it (Desirable)
• Existing relationships with talent agencies or creator management companies (Desirable)

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