About Alleyoop
Alleyoop is one of the fastest-growing DTC beauty brands in the US, built on a single belief, great beauty should take less time, not more. Founded by Leila Kashani, Alleyoop designs multi-tasking, clean, and efficient products for women who refuse to compromise on quality, or their schedule. Every product is cruelty-free, vegan, plastic-neutral, and engineered to do more with less. From a DTC-first foundation, the brand has scaled across Ulta Beauty and Amazon, and is now entering one of its most exciting chapters yet, launching into a major national retailer and aggressively scaling across both retail and digital.
If you want to join a brand at a genuine inflection point, this is the role. As Alleyoop enters this next phase of growth, creator-led distribution and organic commerce become critical to how the brand scales. You own the organic creator ecosystem — TikTok (organic content and TikTok Shop), the affiliate program, and the creator relationships that power everything else. This is not a talent management function or a campaign coordination role. It is a systems and volume leadership role: you build the infrastructure that keeps creators producing, affiliates converting, and Alleyoop’s organic presence compounding. The content and creator relationships you build directly fuel the paid amplification strategy owned by the Director of Growth, and the two roles are designed to operate in lockstep.
What You Own
• Organic TikTok presence — brand account content, creator-led content, and TikTok Shop (organic side)
• Creator pipeline: outreach, onboarding, content briefing, performance tracking, and relationship retention
• Affiliate program — recruitment, activation, performance management, and incremental revenue growth
• UGC strategy and content frameworks — defining what high-converting creator content looks like and systematizing production
• Creator content pipeline that feeds paid amplification — ensuring whitelistable content is produced at volume and quality
• Brand design and visual identity execution — working with Kelsey to ensure all content is on-brand
• Brand presence and community on TikTok — built through creators, not broadcast brand content
• Influencer partnership strategy — gifted, seeded, and performance-based relationships across relevant tiers
Core Responsibilities
• Design and scale a high-volume creator engine — outreach systems, onboarding frameworks, content briefs, and retention loops
• Develop creators beyond briefs, build a genuine understanding of what converts on TikTok and actively train the creator network
• Manage the Creator Outreach + TTS Shop Manager — day-to-day creator recruitment, outreach, and TikTok Shop operations
• Work directly with the Senior Brand Designer to ensure all creator content and brand assets are consistent and on-brand
• Direct the Brand Content Manager on brand account posting, tone, and content calendar across TikTok and adjacent platforms
• Oversee the UGC Engineer — ensure content systems, performance analysis, and scaling frameworks are improving creator output
• Own TikTok Shop organic performance — creator mix, offer strategy, product positioning, and volume cadence
• Build affiliate into a meaningful, attributable revenue channel with clear standards for recruitment, activation, and performance
• Produce a steady pipeline of creator content eligible for paid whitelisting — align with Director of Growth on format, volume, and quality
• Build and document repeatable playbooks — recruitment, onboarding, briefs, performance benchmarks — so output scales without individual dependency
• Stay ahead of TikTok algorithm changes, content format trends, Shop updates, and affiliate platform developments
• Manage relationships with creator networks, MCNs, affiliate platforms, and relevant third-party tooling
What Good Looks Like
• A large, active creator pool producing consistent, high-quality content weekly — not a small roster posting sporadically
• TikTok Shop is a meaningful, growing organic revenue line with clear attribution
• Affiliates consistently generate incremental, attributed revenue month over month
• The Director of Growth has a reliable pipeline of whitelistable, high-performing content at all times
• The Senior Brand Designer’s output is fully aligned to creator and campaign needs — nothing is guessed or ad hoc
• A documented, repeatable system exists for sourcing, onboarding, developing, and scaling creators
• Content volume and content performance improve together — not at each other’s expense
• Leadership has clear visibility into creator pipeline health, affiliate performance, and TikTok Shop trends
Key Metrics You Own
• TikTok Shop GMV — gross merchandise value from organic TikTok Shop, the primary commerce output
• Creator Output Volume — number of creators producing weekly, a leading pipeline health indicator
• Affiliate Revenue — incremental, attributed revenue from the affiliate program month over month
• Content-to-Whitelist Rate — percentage of creator content qualifying for paid amplification
• Organic Reach and Engagement — TikTok organic performance, brand awareness and community health
• Creator Retention Rate — percentage of onboarded creators still producing after 60 and 90 days
Requirements
• TikTok Commerce — demonstrated experience scaling TikTok Shop or creator-led channels to meaningful, attributable revenue
• Content Instinct — calibrated sense for what converts on TikTok, able to assess content quickly and direct creators and designers accordingly
• Affiliate Expertise — substantive experience building affiliate programs that generate real revenue, not just registrations
• Creator Management at Volume — experienced managing high-volume creator relationships across multiple tiers with accountability
• Creative Direction — able to direct a Senior Brand Designer and Brand Content Manager to produce consistent, on-brand content that converts
• Systems Thinking — turns high-volume creator operations into structured, repeatable processes with playbooks and SOPs
• Cross-Functional Collaboration — works closely with Director of Growth to align creator content with paid amplification needs
• Platform Fluency — current, hands-on knowledge of TikTok’s algorithm, Shop mechanics, affiliate tooling, and creator platform landscape