Meina Qian

2022.03 – 2022.12 | SMB Team (Small and Medium Business)

• Pioneering Market Entry & Dual-Role Responsibility:
  As the first externally hired employee to join TikTok UK’s SMB team, took on a dual responsibility across acquisition and incubation, playing a crucial role in building the foundation for TikTok Shop’s UK market presence. Spearheaded efforts to identify, onboard, and nurture small and medium-sized businesses, accelerating the platform’s early-stage growth;
• Seller Acquisition & Onboarding Success:
  Led the end-to-end seller acquisition process by identifying high-potential brands across multiple categories (including fashion, electronics, beauty, and more). Successfully onboarded over 100+ sellers within six months;
• Comprehensive Account Management & Performance Optimization:
  Managed a portfolio of over 200 sellers, providing tailored strategies to enhance their performance on TikTok Shop. This included guiding sellers on optimizing their product listings, live-streaming content, and campaign participation to increase visibility and drive revenue. Notably, three of the sellers under my management ranked within the Top 10 Star Shops in the UK;
• Category Innovation – Launching Food & Beverages:
  Identified an untapped opportunity in the Food & Beverages sector. By conducting in-depth market analysis, assessing seller readiness, and presenting a business case, successfully advocated for and launched the Food & Beverages category in the UK TikTok Shop.

2023.01 – 2025.02 | FMCG KA (Fast-Moving Consumer Goods, Key Accounts) Team

• Strategic Partnership Development – Hotel Chocolat:
  Led and executed a six-month negotiation process with Hotel Chocolat, one of the UK's leading premium chocolate brands. By building a compelling business case and offering tailored platform solutions, successfully onboarded the brand onto TikTok Shop;
• Customized Growth Strategy for Key Accounts:
  Manage 30+ key FMCG sellers, crafting tailored growth strategies aligned with each seller’s business goals. Designed and implemented customized action plans, including:Weekly Check-ins: Ensured consistent seller engagement through structured weekly meetings, providing ongoing guidance on policy changes, performance analytics, and best practices.
  Performance Tracking & Optimization: Analyzed sales trends, content effectiveness, and marketing spend to offer data-driven recommendations, resulting in measurable improvements in sales and operational efficiency.

Side Projects & Leadership Roles

1. Policy POC

As the Policy POC for the FMCG KA team, acted as the liaison between the local category team and the central policy team. Key responsibilities included:

• Budget Planning & Resource Allocation:
  Developed and submitted detailed budget plans for the FMCG team, securing resources and funding from the TikTok Shop central team to support seller growth initiatives.
• ROI Optimization & Efficiency:
  Monitored and optimized the budget usage rate and subsidy allocation, ensuring maximum return on investment (ROI) for promotional activities and seller incentives. Conducted quarterly data reviews to refine the budget plan, aligning with changing market conditions and performance outcomes.
• Policy Analysis & Implementation:
  Interpreted complex platform policies and translated them into actionable steps for the team and managed sellers. Provided training sessions to ensure policy adherence while maximizing growth opportunities.

2. Seller Mission POC

Led the development and implementation of seller missions to boost seller engagement and increase live-streaming duration. These initiatives were designed to motivate sellers to participate in TikTok’s live-commerce ecosystem by offering incentives tied to performance milestones:

• Tailored Mission Design:
  Created customized seller missions based on the seller’s tier (GMV: gross merchandise volume) performance, ensuring the program met diverse seller needs.
• Execution & Performance Monitoring:
  Set up and managed the mission backend within TikTok’s seller centre, tracking real-time progress and adjusting strategies to enhance participation.
• Record-Breaking Outcomes:
  Achieved a 60% seller acceptance rate and a 35% mission completion rate, the highest performance metrics compared to other category teams;