Darkroom Appoints Julie Novak as Executive Leader for Social Commerce and TikTok Shop Services

NEW YORK, Aug. 22, 2025 /PRNewswire/ -- Darkroom, the high‑growth digital commerce agency known for driving over $5 billion in attributable revenue for leading consumer brands, is proud to announce the appointment of Julie Novak as executive leader for its Social Commerce vertical.

Julie joins Darkroom from TikTok, where she has served since February 2024 as US Head of Haircare & Styling, spearheading the rapid expansion of TikTok Shop in that category. Under her leadership, her team achieved record‑breaking performance in creator engagement, brand onboarding, live‑video sales, and overall revenue growth. She also helped TikTok's beauty category win the prestigious 2024 Beauty Inc. Retailer of the Year award.

With 18 years of professional experience spanning Amazon Live, CPG, healthcare, and creator marketing, Julie previously led Amazon Live Creator Business during its explosive growth—scaling the platform from 500 creators at launch to over 50,000 within one year—and drove over $1M in sales from a single livestream on Black Friday 2020. As VP of Content at Trendio, she built scalable creator and UGC programs to support AI‑driven apps and content production workflows. Julie is a visionary and pioneer in the realm of social commerce, writing recently: "The future of shopping isn't static pages—it's trusted voices showing products in motion. That shift turns shopping into an experience—more social, more credible, and more fun. Joining Darkroom means being at the forefront of that evolution, helping brands turn creators, content, and community into real growth." She urges brands to embrace TikTok, invest in creator communities, and engage authentically with audiences.

Darkroom's CEO commented: "Julie's blend of strategic foresight, scalable creator ecosystem building, and track record at TikTok and Amazon Live aligns perfectly with our mission. She will be instrumental in helping our clients harness the creator economy and TikTok Shop ecosystem to drive performance, creative innovation, and measurable ROI."

In her new role, Julie will lead Darkroom's Social Commerce practice—shaping service offerings that integrate performance media, short-form video creation, influencer ecosystems, and live commerce tactics. Her appointment arrives at a moment when Darkroom is further investing in AI-powered performance creative and full‑funnel digital growth across marketplaces, retail media, and direct-to-consumer channels.

As the e‑commerce landscape evolves rapidly with AI-enabled strategy, video commerce, and immersive content formats, Julie's leadership cements Darkroom's position as an innovator in next‑generation digital commerce solutions.

Please join us in welcoming Julie Novak to lead the expansion of Darkroom's TikTok Shop services—ensuring clients stay ahead in the future of digital commerce.

About Darkroom
Darkroom is a New York‑based, technology-driven growth marketing firm focused on growth-stage companies. They specialize in performance marketing, combining data‑driven strategy and creative execution across media and creative to deliver growth at retail, on marketplaces, and on Direct-to-Consumer. Ranked #1 on NYC's Top 20 digital marketing agencies in 2025, Darkroom drives billions in attributable revenue for clients.

About Julie Novak
With nearly two decades of expertise in e‑commerce and video commerce, Julie Novak has led high‑impact teams at TikTok, Amazon, and Trendio, scaling creator programs and accelerating marketplace growth. She is widely regarded as a thought leader on TikTok Shop strategy and the future of video‑driven retail.

SOURCE Darkroom Agency