电商品牌经理-上海

职位概述

Job Overview

具有战略思维和商业敏锐度的社交媒体运营经理，负责处方药相关的社交媒体运营工作。该职位需要深刻理解社交媒体运营逻辑、KOL/KOC及内容创作，并严格遵守医药行业法规。理想的候选人需兼具创意与数据分析能力，以提升用户互动，同时确保品牌合规性。

We are seeking a highly strategic and business-savvy Social Media Operations Manager to lead our prescription drug-focused social media initiatives. This role requires a deep understanding of social media dynamics, content generation for KOLs/KOCs, and compliance with pharmaceutical regulations. The ideal candidate will combine creativity with analytical rigor to drive engagement while ensuring brand integrity and adherence to industry guidelines.

核心职责

Key Responsibilities

• 社交媒体策略与执行
• Social Media Strategy & Execution
• 制定并实施基于数据的社交媒体策略，针对处方药受众（患者/HCPs）覆盖多平台（如抖音、小红书、微博、微信、专业医疗论坛）。
• 主导KOL/KOC合作：识别、签约并管理与医疗领域影响者的合作，共同创作合规、教育性强且具有吸引力的内容。
• 监督内容/话题策划，确保符合医学、法律和合规（MLR）审核流程。
• 基于对各平台逻辑、算法、优缺点的理解，优化平台专属运营策略（如短视频 vs. 长图文）。
• Develop and implement data-driven social media strategies tailored to prescription drug audiences (patients/HCPs) across platforms (e.g., Douyin, Rednote, Weibo, WeChat, and professional forums).
• Lead KOL/KOC collaboration: Identify, onboard, and manage partnerships with healthcare influencers to co-create compliant, educational, and engaging content.
• Oversee content/topic generation, ensuring alignment with medical, legal, and regulatory (MLR) review processes.
• Optimize platform-specific approaches by leveraging knowledge of each platform’s logic, algorithms, advantages, and limitations (e.g., short-video vs. long-form content).
• 合规与商业敏锐度
• Compliance & Business Acumen
• 严格遵守医药广告法规（如中国《药品管理法》、临床指南），确保所有内容合规。严格遵守公司的相关规定，确保零合规事件。
• 将复杂的医学信息转化为易懂、患者友好的内容，同时保证准确性。
• 监测行业趋势和竞品动态，识别机会与风险。
• Navigate strict pharmaceutical advertising regulations (e.g., China’s Drug Administration Law, clinical guidelines) to ensure all content meets compliance standards. Strictly adhere to company regulations to ensure zero compliance incidents.
• Translate complex medical information into accessible, patient-friendly content without compromising accuracy.
• Monitor industry trends and competitor activities to identify opportunities and risks.
• 绩效管理与责任感
• Performance & Accountability
• 设定KPI（触达、浏览、互动等）并定期分析数据以优化策略。
• 跨团队协作（医学事务、合规法务、企业沟通、BU等），确保社交媒体目标与业务目标一致。
• 快速应对危机或错误信息。
• Define KPIs (Reach, view, interaction, etc.) and regularly analyze performance to refine strategies.
• Collaborate with cross-functional teams (Medical Affairs, Compliance & Legal, Communication, etc.) to align social media efforts with business goals.
• Manage crises or misinformation swiftly.
• 创新与适应力
• Innovation & Adaptability
• 尝试新兴形式（如医生直播问答、互动工具）以提升用户参与。
• 根据平台更新、法规变化或用户行为调整策略。
• Experiment with emerging formats (e.g., live Q&A with HCPs, interactive tools) to enhance user engagement.
• Adapt strategies based on platform updates, regulatory changes, or shifts in patient/HCP behavior.
  
  

• 经验: 3年以上社交媒体运营经验，医药/医疗行业或强监管领域优先。
• 具备KOL/KOC管理及医疗健康内容创作经验。
• 熟悉处方药商业模式（如电商、互联网医院等）。
• 技能:
• 精通国内外社交媒体生态（如微信、抖音等）。
• 较强的商业意识，能平衡教育目标与商业需求。
• 熟练使用分析工具及合规流程。
• 品质:
• 责任心强、注重细节、恪守合规与职业道德。
• 适应快节奏和不确定性，主动性强。
• Experience: 3+ years in social media operations, preferably in healthcare/pharmaceuticals or highly regulated industries.
• Proven track record in KOL/KOC management and content creation for medical/health topics.
• Familiarity with prescription drug business models (e.g., EC, internet HP, etc.).
• Skills:
• Deep understanding of social media ecosystems (China + global platforms).
• Strong business sense; ability to balance educational goals with commercial objectives.
• Fluent in analytics tools and compliance workflows.
• Mindset:
• Accountable, detail-oriented, and ethical with a commitment to compliance.
• Agile and proactive in a fast-paced, ambiguous environment.
  
  

• 通过推动数字医疗普及，改善患者生活。
• 站在医药与数字创新的交叉领域。
• 具有竞争力的职业发展机会及协作文化。
• Impact lives by advancing digital healthcare literacy.
• Work at the intersection of cutting-edge pharma and digital innovation.
• Competitive professional growth and a collaborative culture.