Brands Briefing: More brands are on the hunt for a head of TikTok Shop as they try to define a social commerce strategy

This is the latest installment of the Brands Briefing, a weekly Modern Retail+ column about the growth strategies of modern brands. More from the series →Help wanted: A savvy social-media expert who can help companies master TikTok Shop.More U.S. brands are posting job openings like this, as social commerce continues its hot streak. Mammoth Brands, the parent company of razor brand Harry’s, is actively recruiting for a head of TikTok Shop who can “set the vision, strategy and multi-brand roadmap for TikTok Shop.” Stila Cosmetics is seeking a manager of TikTok Shop marketing to help with its livestream efforts, in particular. And accessories brand BaubleBar is looking for a TikTok Shop manager to oversee everything from creator partnerships to promotional campaigns.

These jobs are becoming crucial to brands’ growth as more consumers, especially younger ones, flock to TikTok Shop to buy everything from jeans to food. TikTok Shop is still in its infancy in the U.S. — it launched three years ago as of this September — but the channel is already proving lucrative. Per Consumer Edge, TikTok Shop accounted for 2% of U.S. online retail spending in July, up from 1.2% a year earlier. Sales from major brands on TikTok Shop nearly doubled in 2025, with sales from U.S. small businesses up 66%.