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TikTok

Category Growth and Brands Management Lead, Kitchenware (TikTok Shop, Malaysia)

Kuala Lumpur, MalaysiaPosted Oct 1, 2026

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Why you should apply for a job to TikTok:

4.5/5 in overall job satisfaction
4.5/5 in supportive management
100% say women are treated fairly and equally to men
100% would recommend this company to other women
100% say the CEO supports gender diversity

Ratings are based on anonymous reviews by Fairygodboss members. See all reviews ›

Responsibilities

About the team
The team drives, leads and grows the TikTok Shop Lifestyle Category, providing both sellers and buyers a seamless shopping experience.

About the role
As a Category Growth and Brand Management Lead, you will play a key role in shaping and accelerating the growth of the Lifestyle category on TikTok Shop.

You will own a portfolio of strategic brands and merchants while also helping develop the broader category strategy. This role sits at the intersection of commercial strategy, merchant management, assortment, marketing, and e-commerce growth.

We are looking for someone who knows how to build businesses, not just manage accounts - someone who can identify where the next growth opportunity lies, convince merchants to invest, and turn commercial strategies into measurable GMV growth.

This is a strong opportunity for an experienced e-commerce professional who has operated at Team Lead / Manager level or as a strong individual contributor, and is looking to take on broader category ownership and potentially grow into a people leadership role.

Responsibilities:
- Drive Category Growth: Develop and execute category and sub-category growth strategies across GMV, assortment, traffic, conversion, and monetisation, identifying the biggest opportunities and translating them into clear action plans.
- Win & Grow Key Merchants: Acquire and incubate leading brands, principals, distributors, and strategic merchants, building strong commercial relationships and securing competitive assortments, pricing, promotions, and campaign participation.
- Build Joint Business Plans: Partner with strategic merchants to develop and execute Joint Business Plans (JBPs), aligning their business priorities with TikTok Shop's growth opportunities across campaigns, content, livestream, affiliate, and advertising.
- Unlock Merchant Growth: Diagnose merchant performance and identify growth opportunities across assortment expansion, pricing, content, livestream, affiliate, and promotional levers, turning insights into concrete commercial actions.
- Build a Scalable Seller Ecosystem: Develop approaches to manage and grow mid- and long-tail sellers through structured incubation, seller education, performance management, and scalable engagement programs.
- Raise Marketplace Quality: Work with merchants and internal teams to improve key seller and customer experience metrics, including fulfilment, cancellation, returns, shipping performance, and service quality.
- Lead Cross-Functional Execution: Collaborate closely with Campaign, Creator, Ads, Operations, Product, and other teams to translate category strategy into integrated initiatives and deliver business targets.
- Influence Through Data & Storytelling: Own business reviews, merchant pitches, commercial negotiations, and category presentations, using data and market insights to influence senior stakeholders and external partners.

Qualifications

Minimum Qualifications
- Bachelor's degree or above, with 5+ years of relevant experience in e-commerce, retail, consumer internet, or a related commercial environment.
- Proven experience in category management, key account management, seller management, business development, or commercial strategy, with a track record of delivering measurable business growth.
- Strong commercial acumen and analytical ability, with experience translating business data and market insights into growth strategies and actionable plans.
- Strong stakeholder management and communication skills, with the ability to influence and negotiate effectively with both external merchants and internal cross-functional teams.

Preferred Qualifications
- Experience managing Lifestyle, General Merchandise, or adjacent consumer categories, with an established understanding of brands, distributors, principals, and merchant ecosystems.
- Experience from leading e-commerce marketplaces such as Shopee, Lazada, Amazon, or similar platforms, particularly in a Team Lead, Manager, Senior Key Account, Category Manager, or equivalent capacity.
- Proven track record of building Joint Business Plans (JBPs) and securing merchant investment across commercial campaigns, assortment, pricing, content, livestream, affiliate, or advertising.
- Strong Excel and PowerPoint skills, with the ability to build data-driven business cases, commercial proposals, and executive-level presentations.

Responsibilities

Qualifications

Qualifications

Minimum Qualifications
- Bachelor's degree or above, with 5+ years of relevant experience in e-commerce, retail, consumer internet, or a related commercial environment.
- Proven experience in category management, key account management, seller management, business development, or commercial strategy, with a track record of delivering measurable business growth.
- Strong commercial acumen and analytical ability, with experience translating business data and market insights into growth strategies and actionable plans.
- Strong stakeholder management and communication skills, with the ability to influence and negotiate effectively with both external merchants and internal cross-functional teams.

Preferred Qualifications
- Experience managing Lifestyle, General Merchandise, or adjacent consumer categories, with an established understanding of brands, distributors, principals, and merchant ecosystems.
- Experience from leading e-commerce marketplaces such as Shopee, Lazada, Amazon, or similar platforms, particularly in a Team Lead, Manager, Senior Key Account, Category Manager, or equivalent capacity.
- Proven track record of building Joint Business Plans (JBPs) and securing merchant investment across commercial campaigns, assortment, pricing, content, livestream, affiliate, or advertising.
- Strong Excel and PowerPoint skills, with the ability to build data-driven business cases, commercial proposals, and executive-level presentations.

About TikTok

TikTok is the leading destination for short-form mobile video and our mission is to inspire creativity and bring joy.

Size: 10,000+ employees
Industry: Technology: Consumer Internet

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