Social Commerce Content Growth Manager

Abbott Laboratories · No. 8

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Role Overview

The Social Commerce Content Specialist is responsible for driving brand consideration, engagement and sales through a scalable social media content ecosystem, with a strong focus on TikTok and emerging social commerce platforms. This role will collaborate with external agencies, content creators, affiliates, and internal cross-functional stakeholders to develop high-quality, brand-led content that supports brand awareness, consideration, and social commerce growth.

The role will also lead the development of content and livestream guidelines, ensuring consistency in brand messaging across creators, livestream hosts, agencies, and internal teams.

Key Responsibilities

1. Content Strategy & Scale-Up

• Partner with content agencies to develop and execute scalable content production plans across social media platforms, particularly TikTok.
• Drive growth in content volume while maintaining brand consistency and quality standards.
• Identify content opportunities based on social trends, audience insights, platform best practices and A/B testing experiments.
• Monitor content performance and recommend optimization actions to improve engagement, brand consideration and business impact (sales).

2. TikTok & Social Commerce Content Development

• Lead the creation of brand-led content strategies for TikTok and other social commerce channels.
• Develop content briefs, campaign concepts, and creative frameworks aligned with brand objectives.
• Ensure all content reflects brand positioning, tone of voice, and key messaging.
• Work closely with agencies and creative partners to execute content plans effectively.

3. Creator & Affiliate Collaboration

• Identify, onboard, and manage relationships with content creators, influencers, and affiliates.
• Collaborate with creators to produce authentic and engaging content that drives brand visibility and consideration.
• Develop creator content briefs and ensure execution aligns with brand standards.
• Support affiliate content programs to increase content output and social commerce impact.

4. Livestream Content Excellence

• Partner with Ecommerce, Marketing, Commercial, and Legal teams to establish livestream content best practices.
• Develop and maintain livestream content guidelines, playbooks, and host training materials.
• Create standard operating procedures for livestreamers, creators, and agencies to ensure brand-compliant execution.
• Support the development of livestream scripts, product storytelling frameworks, and audience engagement approaches.

5. Cross-Functional Stakeholder Management

• Collaborate closely with Brand, Marketing, Ecommerce, Legal, Regulatory, and Customer Experience teams.
• Ensure content strategies support broader business objectives and campaign priorities.
• Align agency and creator activities with key product launches, promotional calendars, and ecommerce initiatives.

6. Performance Monitoring & Reporting

• Track KPIs related to content output, engagement, creator performance, brand consideration and most importantly sales.
• Analyze social media and livestream performance data to identify insights and opportunities.
• Provide regular recommendations to improve content effectiveness and operational efficiency.

Qualifications

Experience

• 3-5 years of experience in social media, content marketing, creator marketing, influencer marketing, or ecommerce content management.
• Experience managing content agencies and external creative partners.
• Hands-on experience with TikTok content ecosystems and creator partnerships.
• Experience supporting social commerce or livestream programs is highly desirable.
• Would consider people with a Design background that understand visual hierarchy.

Skills & Competencies

• Strong understanding of social media trends, content formats, and platform algorithms.
• Excellent project management and stakeholder management skills.
• Ability to translate brand strategies into engaging social content.
• Strong communication and briefing capabilities.
• Analytical mindset with experience interpreting content performance metrics.
• Familiarity with influencer, affiliate, and creator marketing models.

Preferred

• Experience in FMCG, beauty, consumer health, retail, or ecommerce industries. I would prefer a start-up past, someone who understands content performance and has done the work. Not just a past coordinator. Even someone that worked in lead generation or mobile subscription VAS (value added services).
• Experience working with TikTok Shop, social commerce platforms, and livestream operations.
• Understanding of social commerce performance metrics and creator ecosystem management.

Key Success Metrics (KPIs)

• Growth in social content volume and production efficiency.
• Sales uplift and engagement rate and content interaction metrics.
• Brand consideration and awareness metrics.
• Creator and affiliate content contribution.
• TikTok content performance.
• Livestream content quality and compliance.
• Agency and creator execution effectiveness.
• Social commerce contribution to brand and business objectives.

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