Julie Novak's New Role at Darkroom Signals a Shift in Social Commerce Services

Darkroom Appoints Julie Novak as Lead for Social Commerce

Darkroom, the dynamic digital commerce agency renowned for generating over $5 billion in revenue for top consumer brands, has made a bold move by appointing Julie Novak as the new executive leader for its Social Commerce vertical. This strategic decision is expected to enhance Darkroom’s capabilities in navigating the rapidly evolving e-commerce landscape.

Julie Novak, who previously served as the US Head of Haircare Styling at TikTok, brings an impressive background in the realms of social commerce and creator marketing. Her leadership at TikTok saw the rapid growth of TikTok Shop, particularly in the beauty category, which under her direction achieved significant milestones including heightened creator engagement and impressive revenue figures. Notably, her accomplishments contributed to TikTok's beauty sector being awarded the 2024 Beauty Inc. Retailer of the Year accolade.

With nearly two decades of diverse professional experience, Julie has also played pivotal roles at Amazon, where she led the explosive growth of Amazon Live. She remarkably scaled the platform from 500 creators at launch to over 50,000 within a year, even generating over $1 million in sales from a single livestream. Julie’s experience extends to her past role as VP of Content at Trendio, where she developed scalable creator and user-generated content programs that supported AI-driven applications.

In discussing her new role, Julie expressed her vision for the future of shopping: "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." She emphasizes the importance for brands to seize opportunities within TikTok, invest in creator communities, and truly engage with their audiences.

Darkroom’s CEO expressed excitement regarding Julie’s appointment, noting that her unique blend of strategic insight and extensive experience aligns perfectly with Darkroom's mission. He believes her leadership will be crucial in assisting clients through the creator economy and optimizing TikTok Shop campaigns for better performance and creative innovation.

In her new position, Julie will focus on shaping Darkroom’s Social Commerce practice, which includes enhancing service offerings that intertwine performance media, short-form video creation, influencer ecosystems, and the latest live commerce tactics. This strategic move comes at a time when Darkroom is making significant investments in AI-driven performance and full-funnel digital growth strategies across various platforms.

As e-commerce continues to adapt rapidly with the introduction of AI strategies, video commerce, and immersive content formats, Julie's leadership strengthens Darkroom's position as a frontrunner in innovative digital commerce solutions. With her onboard, Darkroom aims to empower brands to thrive within the TikTok Shop ecosystem and foster real growth through engaging and creative marketing endeavors.

In conclusion, the addition of Julie Novak marks an exciting new chapter for Darkroom, paving the way for new strategies in social commerce and ensuring clients are equipped to navigate the future of digital retail successfully. Her expertise will undeniably drive significant growth and innovation for the agency and its partners.

About Darkroom

Darkroom is a New York-based, technology-oriented growth marketing agency that focuses on helping mid-stage companies accelerate their online presence and revenue through data-driven strategies combined with creative execution. Recognized as the top digital marketing agency in New York City in 2025, Darkroom epitomizes excellence by generating billions in attributable revenue for their clients.

About Julie Novak

With extensive experience in e-commerce and video commerce, Julie Novak has propelled high-performance teams at TikTok, Amazon, and Trendio, establishing herself as a thought leader in TikTok Shop strategies and the future of video-centric retail.