Somerce
Role: Paid Social Lead
Time Period: 2025
Clients: Beauty, wellness, lifestyle, and supplements
Channels: TikTok Shop
Focus: GMV growth, creator-led performance, cross-channel strategy
The Overview
At Somerce, I lead the paid social function across a portfolio of high-growth brands, with a strong focus on TikTok Shop and full-funnel strategy. The role combines media buying, creative consultancy, and performance optimisation across paid social and affiliate ecosystems.
My Role
As Paid Social Lead, I own the strategy, execution, and optimisation of TikTok Shop campaigns. My focus is on delivering consistent, profitable growth through a mix of Spark Ads, creator content, and affiliate partnerships.
Key responsibilities include:
Structuring and scaling TikTok Shop campaigns to maximise GMV
Managing performance through Spark Ads and creator-led assets
Rolling out GMV Max across accounts for tighter ROI control
Collaborating with creators to script, brief, and test new content
Working with affiliate managers to activate top performers and amplify reach
Monitoring performance daily and optimising for ROI, conversion rate, and content fatigue
Reporting directly to founders and senior stakeholders
Key Highlights
Scaled multiple TikTok Shop accounts to six-figure monthly GMV
Delivered consistent improvements in ROI through audience and creative testing
Successfully migrated brands to GMV Max structure for performance efficiency
Developed creator briefs and voiceover scripts that consistently outperform baseline
Helped founders understand the content–performance link and restructure strategy accordingly
Why It Matters
This role is where paid media and performance storytelling collide. Somerce sharpened my ability to scale TikTok Shop efficiently, lead from strategy through execution, and turn creator content into revenue, fast. I don’t just run ads. I run what works.