Content Manager

Main Purpose:The Content Manager is responsible for leading end-to-end content planning, production, and quality management across owned and creator channels.

This role ensures the delivery of scalable, high-performing content that not only aligns with brand strategy but also directly supports media efficiency and business growth. Acting as a key bridge between brand, media, and eCommerce teams, the role transforms content into a measurable performance driver.

Key Responsibilities:

1. Brand Content Production & Quality Management

- Own the end-to-end content production process, including internal teams, agencies, and external partners

- Establish content standards and guidelines to ensure:

1) Brand consistency (aligned with message house and strategic content territories)

2) Platform relevance (Douyin, Xiaohongshu, etc.)

3) Conversion readiness (content suitable for media amplification and eCommerce)

- Build scalable content production frameworks, including templates, playbooks, and asset reuse mechanisms

2. Owned Media Content Planning & Operations

- Lead content planning and daily operations across owned channels, including WeChat OA, Xiaohongshu, official website, and FSS livestreaming based on consumer insight

- Develop and manage content calendars, ensuring consistency in messaging, format, and publishing rhythm

- Define and optimize FSS livestream content structure, including scripting guidelines and content modules (e.g., product, expert, traceability)

- Oversee CRM always-on content to support member engagement and lifecycle communication

3. Creator Content Strategy & Framework

- Define content frameworks and briefing guidelines for creators across platforms (Douyin, Xiaohongshu)

- Develop differentiated content approaches by objective (awareness, consideration, conversion)

- Ensure creator content aligns with brand messaging while being optimized for platform performance

- Collaborate with media teams to ensure content is fit for paid amplification (e.g., feed ads, CID)

4. Content & Media Integration

- Partner closely with Media & Data teams to continuously optimize content based on performance insights

- Translate media performance data into actionable content improvements

- Support campaign content strategy development, ensuring content is designed for both organic and paid distribution

- Deliver high-performing content assets that can scale through media investment

Expectations:

'- 5+ years of experience in digital content, social media, or content marketing

- Proven experience in Xiaohongshu and/or Douyin content ecosystems

- Experience managing agencies, creators, or content production teams

- Be able to leverage AI tools, including but not limited to ChatGPT and Midjourney.