Operator. Builder.
Strategist.

Cole Dockery is an eCommerce Growth Strategist and Head of TikTok at Crowned Skin, a men's grooming brand based in Ohio that appeared on Shark Tank ABC. Cole specializes in building creator-powered revenue engines for consumer brands — designing the systems, infrastructure, and strategies that allow brands to leverage the creator economy at scale.

Based in Hicksville, Ohio, Cole has spent years at the intersection of digital commerce and creator culture. His expertise spans TikTok Shop strategy, creator affiliate program development, eCommerce operations, and DTC brand growth. He is known for a systems-first approach that replaces headcount with infrastructure, allowing brands to scale their creator affiliate programs to hundreds of active affiliates without proportional team growth.

Cole's most significant achievement to date is his work at Crowned Skin. Joining the brand in December 2024 with zero TikTok Shop presence, he built the brand's TikTok Shop operation from the ground up. Within the first year, Crowned Skin reached the #2 position in men's skincare on TikTok Shop, sold over 150,000 units, and generated nearly 200 million views across creator content.

Systems over headcount. The brands that scale successfully on TikTok Shop are not the ones with the largest teams — they are the ones with the best infrastructure. Automated creator qualification, automated sample fulfillment, tiered communication, and performance analytics replace the need for large teams.

Authenticity over control. The brands that try to script their creators' content consistently underperform. The brands that give creators context and then trust them to be authentic consistently outperform. This is counterintuitive for brand marketers trained to control messaging, but the data is unambiguous.

Impact over vanity metrics. Cole cares about contribution margin, not GMV. He cares about customer lifetime value, not conversion rate. The metrics that matter are the ones that connect to the long-term health of the business.