The Goal

Automate and scale the sync between PLT’s product/stock data and TikTok Shop, unlocking new revenue streams, enabling instant product listings, and eliminating manual upload bottlenecks across social commerce.

My Role

I owned the TikTok Shop integration end-to-end, from initial discovery to post-launch optimisation. I set strategy, defined both business and technical requirements, and managed delivery across multiple backend services, third-party partners, and platform stakeholders, all while balancing BAU and parallel high-stakes projects (e.g. IR API, Bloomreach feed migration).

Discovery & Requirements

• Ran intensive workshops with Social Commerce and platform teams to map out the manual “as-is” process and architect a future-proof, scalable “to-be” flow.

• Authored detailed user flows, logic rules, and critical edge case handling especially for complex categories like co-ords, beauty exclusions, and regional content rules.

• Acted as the glue between TikTok’s API requirements, PLT’s backend architecture, and commercial objectives.

Backlog Ownership & Delivery

• Created and prioritised delivery epics and user stories across multiple squads to drive product/stock data feed automation.

• Owned the delivery backlog, sprint planning, and dev handovers relentlessly reprioritising based on business impact, sync failures, or emerging risks.

• Proactively pushed fixes for live issues (e.g. blocked SKUs, sync gaps) into earlier sprint slots, ensuring daily listing uptime.

Cross-Functional Leadership

• Orchestrated comms and alignment between ByteDance/TikTok, Boohoo Group platform owners, and all internal teams, driving clarity on sync logic, mapping rules, and business priorities.

• Unblocked complex dependencies: clarified ambiguous business rules, mapped technical blockers (e.g. mismatched SKU logic, unmapped attributes), and kept all parties moving toward launch.

• Ensured data consistency and compatibility across our PIM, product data feeds and TikTok import schemas, even as new field mismatches emerged during go-live.

Rapid Issue Resolution & Sync Testing

• Led UAT across staging and production, personally validating sync logic at every stage.

• Triaged real-time sync issues: traced payload failures (blank colour fields, mapping errors), flagged PIM-feed mismatches, and coordinated targeted investigations with both devs and TikTok support.

• Debugged and resolved issues across thousands of SKUs, fixing high-risk edge cases like multi-category co-ords, image inheritance, and manual override logic.

Enablement & Self-Serve Scaling

• Authored robust, step-by-step enablement guides for the Social team empowering them to self-serve uploads, verification, and first-line troubleshooting, slashing repetitive queries to devs.

• Documented mapping logic, sync rules, and exception handling, scaling support for future brand onboarding and minimising manual intervention.

Business Impact

• £1.4M+ incremental revenue generated in the first 6 months

• 7000+ SKUs synced and merchandised via API

• 82% of TikTok customers were new to PLT, driving fresh customer acquisition

• 30+ minutes saved daily for Social team by eliminating manual listing

• Platform-level resilience: Sync failures and blockers resolved at speed, minimising downtime and revenue risk

Ongoing Value & Next Steps

• Spearheaded Phase 2 rollouts: TikTok-exclusive products, localised images, automated discounts/pricing, and US storefront onboarding

• Continuous improvement: Supported new brand onboarding, authored SOPs and logic references, and acted as TikTok’s integration lead for all future roadmap features, testing, and platform feedback

• Parallel project management: Delivered this integration while managing other critical feeds (Intelligent Reach API, Bloomreach, marketplace split shipping) proving ability to deliver at scale under pressure

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