Social Commerce Director

Role Overview

The Social Commerce Director will lead the growth of the Company's end-to-end social commerce business, including live commerce, Video & Creative, and Affiliate ecosystem in Indonesia. This role is responsible for scaling sales, building affiliate ecosystems, driving livestream & video commerce performance, and delivering profitable growth for partner brands. The Social Commerce Director will work cross-functionally with Business Development, E-commerce, Marketing, and Regional Teams to position Intrepid as the leading TikTok Shop Partner (TSP) and Affiliate Management in Indonesia.

Key Responsibilities:

1. Social Commerce Strategy & Growth

• Lead the overall social commerce strategy for Company's Indonesia, driving scalable sales growth across TikTok Shop and Shopee
• Define and execute growth initiatives to increase GMV, conversion rate, and platform share for partner brands.
• Develop end-to-end social commerce playbooks combining affiliate, livestream, and video commerce.
• Collaborate with regional teams and platform partners to strengthen Company’s positioning as a leading TikTok Shop Partner (TSP).

2. Affiliate Ecosystem Development

• Build and scale a high-performing affiliate ecosystem for brands
• Develop affiliate recruitment, onboarding, and retention strategies to expand the creator network.
• Drive affiliate GMV contribution through structured campaigns, incentives, and performance management.
• Establish systems to identify, nurture, and scale top-performing affiliates.
• Strengthen partnerships with creator agencies, MCNs, and platform affiliate programs.

3. Live Commerce Leadership

• Oversee the live commerce strategy and operational performance across partner brands.
• Develop scalable frameworks for livestream programming, host performance, and conversion optimization.
• Work closely with the Live Streaming team to improve studio productivity, show formats, and live selling effectiveness.
• Drive continuous improvement in live commerce KPIs including ERR, engagement, and conversion rates.
• Identify new formats and innovations to maximize the impact of live commerce in driving sales.

4. Video & Creative Commerce

• Lead the development of video-first commerce strategies, leveraging short-form content to drive discovery and conversion.
• Lead creative and production teams to scale high-performing video content for affiliate and brand campaigns.
• Establish content playbooks and creative guidelines optimized for TikTok and other short-video platforms.
• Ensure creative output aligns with platform trends, algorithm performance, and conversion goals.

5. Data & Performance Optimization

• Establish performance dashboards and data-driven decision frameworks to optimize social commerce performance.
• Monitor key metrics including GMV growth, affiliate contribution, livestream conversion, and video performance.
• Translate insights into actionable strategies to continuously improve sales efficiency and ROI.

6. Team Leadership & Capability Building

• Build and lead a high-performing social commerce team covering affiliate, livestream, and creative commerce functions.
• Develop internal capabilities, playbooks, and best practices to scale Company’s social commerce expertise.
• Foster a culture of innovation, experimentation, and rapid execution within the team.

7. Business Development & Strategic Pitches

• Partner with the Business Development team to develop social commerce strategies for client pitches and RFPs.
• Provide strategic input, market insights, and commercial frameworks to support new business opportunities.
• Participate in client presentations and pitch meetings to articulate Company’s social commerce capabilities.
• Develop case studies, playbooks, and thought leadership materials to strengthen Company’s positioning in social commerce.
• Translate platform opportunities (TikTok Shop, affiliate, livestream, video commerce) into scalable client growth strategies.

Requirements

Professional Experience:

• Minimum 8–12 years of experience in social commerce, e-commerce, digital commerce, or creator economy ecosystems.
• Proven experience working at TikTok / TikTok Shop, leading social commerce platforms, or top-tier social commerce and e-commerce agencies.
• Demonstrated track record of driving significant sales growth through social commerce channels, including affiliate, livestream, and short-video commerce.
• Experience leading major brand accounts or key product categories, with measurable impact on GMV growth, conversion, and platform performance.
• Strong understanding of TikTok Shop ecosystem, including affiliate programs, creator collaborations, livestream commerce, and platform algorithms.

Market Expertise:

• Strong understanding of the Indonesian social commerce landscape, including consumer behavior, creator ecosystem, and platform dynamics.
• Proven experience operating in the Indonesia market, with the ability to adapt strategies to local trends, creators, and shopping behavior.
• Familiarity with local affiliate networks, creator communities, and live commerce practices in Indonesia.

Language & Communication:

• Fluent in English (written and spoken).
• Mandarin proficiency is a strong plus, particularly for collaboration with platform partners and MNCs