Strategy Direction
Treat growth as an operating-system problem, not only a media problem: define merchant tiers, growth potential, and operating support before concentrating ad resources on the highest-leverage cases.
ByteDance
KA merchant ARPU and advertising growth initiative
Within TikTok e-commerce, built focused support for KA and mid-market merchants by aligning content, ads, and operating execution to increase growth efficiency.
TikTok E-commerce Operations Manager2021.05 - 2023.05
Business Context
The platform needed stronger ad growth and ARPU performance among priority merchants while helping more merchants form stable ad adoption habits.
Mandate And Ownership
Build a focused merchant support model and use training, diagnosis, and cross-functional execution to improve ad adoption and business growth.
Key Moves
- Built differentiated support paths for KA, high-potential, and long-tail merchants.
- Selected merchants monthly for ARPU-focused support while running biweekly training and one-on-one diagnosis.
- Partnered with UGC, content, and supply-chain teams to build breakout organic-plus-ad growth models.
- Fed merchant feedback from seller interviews and data diagnosis back into product and governance updates.
Results And Impact
- Priority merchants achieved up to 2000%+ monthly ad growth.
- Built top-performing organic breakout cases with daily peak sales above 50K.
- Ran 2+ scaled recruitment sessions per month and built high-intent merchant communities across industry clusters.
Reflection And Playbook
The durable advantage came not from isolated campaign diagnosis, but from pulling content, ads, supply chain, and product feedback into the same growth path.