Darkroom, a rapidly growing digital commerce agency credited with driving over $5 billion in attributable revenue for top consumer brands, has announced the appointment of Julie Novak as the executive leader of its Social Commerce division. Novak brings a wealth of experience and a strong track record in social commerce to this new role.
Before joining Darkroom, Julie Novak served as TikTok’s US Head of Haircare & Styling since February 2024. In this role, she was instrumental in rapidly expanding TikTok Shop within the category, leading her team to achieve record-breaking results in creator engagement, brand onboarding, live-video sales, and overall revenue growth. Her leadership helped TikTok’s beauty category earn the prestigious 2024 Beauty Inc. Retailer of the Year award.
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Novak’s extensive 18-year career spans Amazon Live, consumer packaged goods, healthcare, and creator marketing. She previously led Amazon Live Creator Business during its explosive growth phase, scaling the platform from 500 creators at launch to over 50,000 in just one year. Notably, she orchestrated a single livestream event during Black Friday 2020 that generated more than $1 million in sales. As Vice President of Content at Trendio, she developed scalable creator and user-generated content programs to support AI-powered applications and streamlined content production workflows.
Known as a visionary in social commerce, Julie Novak has articulated a clear vision of the future for the industry, emphasizing the shift from static shopping pages to dynamic, trusted voices that showcase products in action. She believes this evolution transforms shopping into an engaging, credible, and social experience. Novak expressed enthusiasm about joining Darkroom, seeing it as an opportunity to help brands harness creators, content, and communities for real growth. She encourages brands to invest in TikTok, build creator communities, and engage authentically with their audiences.
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Darkroom’s CEO praised Novak’s strategic insight, experience in building scalable creator ecosystems, and success at TikTok and Amazon Live, highlighting that she is perfectly suited to advance the agency’s mission. In her new role, Novak will lead Darkroom’s Social Commerce practice, shaping service offerings that combine performance media, short-form video, influencer networks, and live commerce strategies.
Her appointment comes as Darkroom intensifies its focus on AI-driven creative performance and comprehensive digital growth across marketplaces, retail media, and direct-to-consumer channels. As e-commerce rapidly evolves with AI-enabled strategies and immersive video commerce, Julie Novak’s leadership solidifies Darkroom’s position as a pioneer in next-generation digital commerce solutions. This move ensures that Darkroom’s clients are well-positioned to thrive in the future of digital commerce.
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