General Manager - Social Commerce

OnPoint is building the future of commerce — creator-led, AI-powered, and platform-native. Your mission is to build and scale OnPoint into the #1 TikTok commerce partner in Vietnam and Southeast Asia. You will lead a high-performance team across verticals, livestreaming, creator marketing, AI content, and TikTok Shop operations to drive full-funnel growth for brands on TikTok.

Responsibilities:

1. Business Strategy & P&L Ownership

• Define and execute OnPoint’s TikTok commerce strategy — from market positioning to channel operations.

• Own TikTok channel revenue, GMV, contribution margin, and cost structure.

• Lead quarterly and annual business planning for TikTok verticals across categories (beauty, F&B, mom & baby…).

2. Full-Funnel Growth Leadership

• Oversee and integrate performance across awareness, consideration, and conversion stages.

• Collaborate closely with content, creators, ad ops, and commercial teams to build end-to-end success stories.

• Scale TikTok-native hero SKUs and drive campaign-level ROAS and funnel lift.

3. Livestream & Hero SKU Acceleration

• Build and manage a high-performing livestream team (hosts, producers, schedulers).

• Drive SKU selection, promotion planning, and livestream calendar management.

• Turn top-performing SKUs into long-term revenue engines.

4. Creator Commerce & Partnership

• Develop a strong creator commerce engine — including recruitment, partnerships, and creator incentive models.

• Partner with TikTok (regional teams) to secure exclusive pilots, programs, and beta tools.

• Lead co-branded projects, campaign integrations, and “creator + brand” success models.

5. Data & Tech-Driven Optimization

• Leverage TikTok tools like Market Scope, TMS, and AI content generators to inform real-time decisions.

• Work with data & product teams to optimize SKUs, creative performance, and funnel drop off.

• Introduce experimentation culture (A/B tests, ROAS tracking, creator uplift).

Must have

• Have 10+ years of experience in e-commerce/social commerce, digital marketing, or platform growth (experience with TikTok is a plus).

• Is both strategic and hands-on — can lead vision but also execute with discipline.

• Have built or led high-performance teams in commercial, marketing, or growth domains.

• Know how to work across functions: commercial, creative, ops, and analytics.

• Thrive in fast-changing, high-growth environments.

Preferred

• Experience scaling social commerce.

• Familiarity with AI-powered tools for content automation or campaign planning.

• Prior experience working in regional/SEA markets.

Competency Requirements

• Strategic thinking & market insight: Ability to spot trends and translate them into scalable business plays.

• People leadership & collaboration: Build strong teams and partnerships across functions and geographies.

• Execution excellence: Drive high-quality execution and fast problem-solving under dynamic conditions.

• Growth & performance mindset: Relentless focus on customer impact, commercial results, and continuous improvement.

Why Join OnPoint?

- Category leadership: Be the driving force behind South east Asia leading TikTok commerce engine.

- End-to-end ownership: Shape strategy, build teams, and own results across all levers.

- Innovation-first culture: Work in a high-growth environment that embraces experimentation, speed, and AI-driven transformation.

- Regional growth: Join OnPoint’s expansion journey across Southeast Asia.