Senior Manager, Digital Marketing (Social Media)

About this task

Key Responsibilities
Develop the social media content strategy and annual and quarterly operating plans for North America. Target relevant North American audiences and create localized, high-quality, differentiated brand content spanning product education, use-case experiences, customer stories, brand technology, and creative marketing.
Manage daily operations and content iteration across major international social platforms, including Instagram, TikTok, YouTube, Facebook, and X. Publish content regularly, manage comments and interactions, foster an active community, and continuously increase followers, engagement, and brand exposure.
Build and maintain long-term relationships with leading North American media outlets, specialist technology and home-lifestyle publications, and industry KOLs and KOCs. Deliver media publicity, interviews, influencer collaborations, and related initiatives.
Plan and execute social media campaigns, hashtag challenges, product-seeding content, and viral marketing initiatives. Use international trends and audience preferences to create high-performing content that drives social traffic and user conversion.
Monitor social media performance and content distribution results, analyze audience preferences and feedback, and continuously optimize content direction and operating strategies to improve views, engagement, and reach.
Collaborate with digital and offline marketing teams to provide content support for online and offline campaigns, integrating content distribution with business marketing to amplify overall results.
Analyze industry content trends, competitors’ social media styles, and media communications strategies. Consolidate operational insights, refine the brand content framework, and build differentiated content advantages.
Manage the content team’s daily work, review content quality, lead creative brainstorming, and improve workflows to ensure a stable supply of high-quality brand content.

Requirements
Bachelor’s degree or above in journalism, communications, marketing, new-media operations, or a related field.
At least five years of media partnership and social media content operations experience in the North American smart-home or consumer electronics industry, with established project leadership capabilities and media relationships.
Expert knowledge of major North American social media platform rules, content trends, and audience characteristics. Strong understanding of local youth culture and emerging trends, with the ability to independently create locally relevant, high-performing content.
Extensive relationships with North American media and specialist KOLs and KOCs, supported by successful experience in media relations and high-performing social media content operations.
Excellent copywriting, content planning, and visual judgment, with the ability to independently plan and deliver high-quality brand content.
Strong analytical skills, with the ability to evaluate content performance using platform data and refine content strategies accordingly.
Excellent communication, negotiation, and resource integration skills, with experience managing media and influencer partnerships and handling commercial discussions.
Fluent English and excellent written and spoken Chinese and English, with the ability to independently create English-language content and coordinate with international media.
Strong awareness of new-media trends, with creativity, enthusiasm, strong execution, and a collaborative mindset.

核心工作职责
制定北美区域社交媒体内容战略及年度、季度运营规划，精准覆盖北美目标用户，打造本土化、高品质、差异化的品牌内容，涵盖产品科普、场景体验、用户故事、品牌科技及创意营销等多元内容体系。
负责Instagram、TikTok、YouTube、Facebook、X等主流海外社交平台的日常运营与内容迭代，定期更新平台内容、维护评论互动、活跃社区氛围，持续提升账号粉丝量、活跃度与品牌曝光量。
搭建并维护北美主流媒体、垂直科技媒体、家居生活媒体及行业KOL、KOC的长期合作关系，落地品牌媒体宣传、专访、达人合作等项目。
策划并落地社交媒体营销活动、话题挑战、内容种草和病毒式传播项目，结合海外热点与用户偏好打造高传播内容，推动社交媒体流量增长与用户转化。
监控社交媒体运营数据与内容传播效果，分析用户内容偏好和反馈，持续优化内容创作方向与运营策略，提升内容阅读量、互动率和传播范围。
联动数字营销及线下营销团队，为线上线下营销活动提供配套内容支持，实现内容传播与业务营销的深度融合，放大整体营销效果。
梳理行业内容趋势、竞品社交媒体运营风格及媒介传播策略，总结运营经验，迭代品牌内容传播体系，建立差异化内容竞争优势。
负责内容团队的日常管理、内容质量审核、创意讨论及工作流程优化，确保品牌内容稳定、高质量输出。

任职要求
新闻、传播、市场营销、新媒体运营等相关专业本科及以上学历。
五年以上北美智能家居或消费电子行业媒介合作、社交媒体内容运营经验，具备成熟的项目操盘能力与媒体资源储备。
精通北美主流社交媒体平台规则、内容趋势与用户特征，准确把握北美本地青年文化与热点趋势，能够独立打造本土化、高传播内容。
拥有丰富的北美本地媒体及垂直领域KOL、KOC资源，具备成熟的媒体公关及社交媒体内容运营成功案例。
具备优秀的文案创作、内容策划与审美能力，能够独立完成高品质品牌内容策划与项目落地。
具备良好的数据分析能力，能够依据平台数据研判内容传播效果并精准迭代内容策略。
具备优秀的沟通、谈判与资源整合能力，擅长维护媒体及达人合作关系，并具有成熟的商务对接经验。
英语流利，具备优秀的中英文书面及口头表达能力，能够独立完成英文内容创作与海外媒体对接工作。
对新媒体热点高度敏感，富有创意与热情，执行力强，并具备良好的团队协作意识。