Senior Director, Social Commerce

Job Description:

dentsu is building a next‑generation commerce capability that sits at the intersection of social platforms, marketplaces, and the digital shelf. The Senior Director, Social Commerce Operations is a senior leadership role responsible for standing up, scaling, and operationalizing platform‑native social commerce for dentsu’s clients.

This role owns the infrastructure, storefronts, product feeds, and affiliate ecosystems that enable commerce directly within social platforms such as TikTok Shop, Instagram Shop, and emerging social marketplaces. It is a commerce‑first position, focused on operational excellence, merchandising, and revenue enablement within social environments—not paid media or influencer marketing.

The Senior Director will define how social commerce integrates into broader marketplace and retail strategies, partnering closely with media, retail media, analytics, technology, and client eCommerce teams to deliver scalable, revenue‑driving solutions.

Key Responsibilities:

Social Commerce Operations & Storefront Enablement

• Lead end‑to‑end setup, launch, and ongoing management of social storefronts (e.g., TikTok Shop, Instagram Shop), including catalog onboarding, product taxonomy, contracts, briefs, terms and conditions, and platform compliance

• Own product feed strategy across social commerce platforms, ensuring accuracy, optimization, and scalability

• Establish and standardize operational workflows for inventory syncing, pricing updates, and order management in partnership with client eCommerce and supply‑chain teams

• Develop scalable playbooks and operating models to support multi‑client adoption of social commerce capabilities

Marketplace & Revenue Strategy

• Define how social commerce fits within clients’ broader marketplace and retail strategies (Amazon, DTC, retail media ecosystems)

• Build commercialization frameworks that drive incremental revenue through social‑native shopping behaviours

• Partner with analytics and measurement teams to define a robust measurement loop to track post rates, content quality, affiliate contribution, incremental sales and conversion metrics (e.g., GMV, CVR, AOV, and New-to-Brand impact.)

• Translate operational decisions into clear revenue outcomes for clients and internal stakeholders

TikTok Shop Affiliate Ecosystem Development

• Design, launch, and scale TikTok Shop affiliate programs by transforming product catalogues into creator‑ready inventory

• Build frameworks for creator onboarding, commission structures, and performance tracking

• Identify high‑potential creators and affiliate partners using data and performance signals (not traditional influencer management)

• Optimize affiliate feed structures to maximize discoverability and conversion within TikTok Shop

Merchandising & Digital Shelf Optimization

• Apply eCommerce merchandising and digital shelf best practices within social‑first environments

• Develop optimization strategy for product pages, content formats, pricing, and assortment strategies for in‑platform discovery and conversion

• Partner with content and creative teams to ensure product storytelling is commerce‑led and performance‑driven

Cross‑Functional Integration & Leadership

• Work closely with Paid Social, Retail media, Creative, Analytics, and Technology teams to integrate social commerce into full‑funnel planning

• Act as the connective layer between client eCommerce, supply chain, and marketing organizations

• Support onboarding of new clients into social commerce offerings and define scalable delivery models

• Serve as a senior subject‑matter expert for social commerce internally and externally

Qualifications

• 8–12 years of experience in eCommerce, digital commerce, marketplaces, or retail media

• Deep understanding of social platforms—particularly TikTok and Meta/ Instagram—from a commerce and product perspective, not just content or media

• Proven experience with product feeds, catalog management, and digital shelf platforms (e.g., PIM, DAM, feed management tools)

• Strong knowledge of marketplace ecosystems, including Amazon, TikTok Shop, Shopify integrations, and related commerce platforms

• Experience building or scaling affiliate‑ or partner‑driven revenue models

• Strong commercial acumen with the ability to connect operational decisions to revenue impact

• Familiarity with mer