Julie Novak

At TikTok, I bring my unique background of ecommerce, marketing, affiliate management, & content development/strategy to drive results in a fast paced environment with high performance expectations in order to grow our P&L. My focus as US Head of Haircare & Styling centers on forging strategic partnerships, designing/executing innovative business growth plans, crafting/deploying marketing strategies, and driving content strategies that resonate with our dynamic audience

• I lead a team of account managers, business development managers, marketers, program managers, and creator managers to rapidly expand TikTok Shop’s market share in haircare & styling in the market amongst customers, creators, & brands.
• I have built a thriving team, negotiated with C-Suite leaders at top-tier brands to onboard selection, increased our content’s ROI, and executed against aggressive growth KPI’s
• Led record breaking year in terms of revenue, top tier brand onboarding, live video sales, creator engagement, customer growth, & content creation.
• Won Beauty Inc. Retailer of the year award in 2024

Core responsibilities included imagining, defining, and executing a content and creator acquisition strategy for the company prior and through launch of Ai driven app. Defined the nature and style of content on the service, decided the mix of content from freelance creators, partner brands and third-party sources, as well as mix of live and non-live content. I designed the creator acquisition strategy, researched/drafted content guidelines, managed content operations, including editing of videos post-upload, and decided the surfacing strategy for each type of content (“programming”). Additionally, I contributed to setting company annual operational plans and budgets, defining people strategy and policies, and participated in funding and fund-raising decisions and processes.

• Managed a US operations and offshore team of account managers, creator managers, email marketers, video editors, & legal representation.
• Created a scalable creator, college ambassador, & UGC program/recruitment process enabling the business to scale to 8K creators and a pipeline of over 1K videos within 1 year with minimal impact to the P&L.
• Expanded to a wholistic UGC program that drove incremental sales & content by gamifying shopping and content creation around strategically chosen product offerings to drive revenue.
• Launched shop on TikTok Shop.
• Partnered directly with tech team on Ai enablement, training our model, and feedback on output.
• Created tools for managing, communicating, and paying creators that did not require dev resources or meaningful spend in order to scale program without engineering.

Performed wide range of responsibilities including delivering strategic partnership and acquisition that support business strategy, executing marketing initiatives and effective brand management, and developing high performing team to consistently support company’s growth.

• Launched Amazon Live for Influencers in 2020 with 500 creators, grew to 50K in 1 year.
• Eclipsed $1M in sales from a single creator's livestreams during Black Friday in 2020.
• Hired, managed, and fostered a high caliber team of creator managers, business development managers, marketers, program managers, and content moderators.
• Drove the development and execution of influencer marketing strategy for Amazon Live, ensuring the alignment with brand’s marketing objective that strengthened company’s social media presence and expanded audience reach.
• Demonstrated expertise in overseeing contract negotiation processes, effectively communicating rights, duties, and responsibilities and achieving fair and equitable deals that serve the best interest of both organization and employees.
• Established competitive and highly skilled workforce for Amazon Live through assessing staffing needs, sourcing talented candidates, and facilitating hiring process.
• Built a well-versed team of business development managers by managing recruitment process, facilitating training programs, setting performance standards, and delivering effective employee evaluation.

Displayed expertise in constantly achieving sales goals and generating profitability through devising sales and marketing plans, managing talent acquisition, initiating training programs, and expand customer base

• Managed a national sales team across 3 locales and managed managers, total headcount 35+, including business developers and people managers.
• Initiated the development of leadership pipeline by cultivating future leaders in different departments, supporting staff in establishing career goals, facilitating learning opportunities, and communicating sales vision that equipped organization with top performing sales force
• Worked collaboratively with cross-functional teams across US to promote cohesion and efficiency across organization, discuss areas in need of improvement, and articulate goals in improving sales performance to achieve favorable business outcomes
• Managed managers and individuals to goals and consistently exceeded annual KPIs while expanding the scope of business

Held full responsibility of creating growth opportunities by owning a business roadmap, translating overall marketing goals into actions, measuring sales performance, keeping abreast emerging market trends, and improving operational efficiency.

• Contributed to the Amazon Business $1B launch in 2015.
• Managed 2 business developers,
• Spearheaded all activities in introducing healthcare products to Amazon through cohesive efforts across different departments, teams, and senior leaders.
• Consistently exceeded annual targets while taking on goals growing by 200% YoY.
• Participated in business planning and hired team to scale initial efforts more broadly.
• Delivered quality customer service experience by attending client’s needs, offering recommendations, and resolving complex issues promptly that gained customer loyalty and improved customer retention.

Leveraged strong managerial approach in overseeing all aspects of territory operations including formulating business plans, assessing staffing needs, and leading territory’s execution of business results.

• Utilized product knowledge and strong persuasion skills in facilitating in-store demonstrations, able to present product features and benefits and address client inquiries efficiently, resulting to an increase brand awareness and positive product impression

• Repeatedly recognized for top performance, earning recognition as sales person for 3 consecutive years and constantly exceeding sales target by over 20% for 5 years of tenure
• Expert in customer and prospect acquisition that built customer loyalty and increased market penetration
• Fostered a culture of success, involvement, and learning by designing comprehensive training programs, providing upskilling courses, and managing OJT programs