Social Media Manager

The Social Media Manager is responsible for the strategic development, planning, execution, and optimization of social media programs that support product marketing, thought leadership, and business objectives. This role leads the creation and implementation of integrated social media strategies across owned and paid social channels to increase brand awareness, audience engagement, lead generation, and healthcare professional advocacy.

The Social Media Manager serves as a strategic partner to the TIS Commercial team to ensure social media initiatives align with broader integrated marketing communications (IMC) plans. This role oversees social media content and campaign development, social listening, healthcare influencer and employee advocacy programs, agency partnerships, and performance analytics, ensuring all activities align with regulatory, legal, and corporate brand standards.

Main Responsibilities

Social Media Strategy, Content Development & Campaign Management

• Develop and execute comprehensive social media strategies that align with brand, product, and business objectives.
• Lead the planning, development (copywriting/design), publishing, and optimization of content across social media platforms including LinkedIn, YouTube, and other emerging channels.
• Partner with Product Marketing, Brand Communications, Sales and other cross-functional teams to develop social content that supports integrated marketing campaigns, product launches, events, and business initiatives.
• Manage editorial calendars and ensure consistent content delivery across all social platforms.
• Manage paid social media campaigns including audience targeting, budget allocation, performance optimization, and ROI measurement.
• Support events, trade shows, webinars, and product launches through social media promotion and real-time event coverage.

Stakeholder Collaboration, Customer Engagement & Brand Stewardship

• When applicable, direct external agencies, content creators, and freelancers responsible for social media strategy, content development, paid social campaigns, and performance reporting.
• Develop and manage employee advocacy and executive thought leadership programs to expand organizational reach and engagement.
• Monitor social media channels and develop strategies on how to best engage with audiences, respond to inquiries, and manage online interactions in alignment with company policies and guidelines.
• Lead social listening and sentiment monitoring efforts to identify trends, customer insights, competitive intelligence, and potential reputation risks.
• Collaborate with Medical, Regulatory, Legal, and Compliance teams to ensure all social media content complies with applicable regulations, industry standards, and corporate policies.
• Ensure all social media activities maintain consistency with branding, messaging frameworks, and visual identity standards.

Performance Measurement, Optimization & Continuous Improvement

• Establish social media performance metrics, dashboards, and reporting processes to evaluate effectiveness and provide actionable recommendations.
• Analyze engagement, audience growth, website traffic, lead generation, and campaign performance data to continuously improve results.
• Stay current on emerging social media trends, platform updates, content formats, and digital technologies to identify new opportunities for audience engagement.
• Manage social media budgets and ensure expenditures remain within approved allocations.
• Perform other job-related duties as assigned.

The Social Media Manager plays a key role in advancing business objectives by developing and executing strategic social media initiatives that increase brand awareness, strengthen market presence, support product commercialization, and enhance customer engagement. Through collaboration with Product Marketing, Sales, Medical Affairs, and external partners, this role ensures social media programs align with integrated marketing communications strategies and contribute to commercial growth.

The position is responsible for managing social media budgets, agency partners, campaign performance, and operational priorities to ensure programs are delivered on time, within budget, and in compliance with regulatory, legal, and corporate brand standards. Decisions made in this role directly influence brand reputation, digital engagement, campaign effectiveness, and the overall success of product launches, educational initiatives, and thought leadership programs. The role also provides data-driven insights and performance analytics that inform marketing strategies and support continuous improvement across the Communications & Brand Experience function.

Communicates and collaborates extensively with cross-functional teams, including Product Marketing, Sales, Medical Affairs, Regulatory Affairs, Legal, and senior leadership to develop, execute, and optimize social media strategies that support business objectives. Regularly presents campaign plans, performance metrics, strategic recommendations, and emerging trends to management and key stakeholders.

Serves as the organization's subject matter expert for social media, influencing communications strategies, content development, brand messaging, and digital best practices. Builds consensus among diverse stakeholders to ensure alignment with business objectives while balancing marketing priorities, regulatory requirements, and brand standards.

Maintains ongoing communication with external agencies, content creators, platform partners, healthcare professionals, and other vendors to coordinate deliverables, manage project timelines, negotiate priorities, and ensure high-quality execution. The role requires strong written and verbal communication skills, the ability to persuade and influence without direct authority, and the ability to communicate effectively with audiences ranging from individual contributors to executive leadership.

Solves a combination of business challenges by developing strategic social media solutions that support marketing communications objectives. Exercises independent judgment to prioritize initiatives, balance competing stakeholder needs, and adapt strategies in response to changing business priorities, audience behaviors, and social media platform developments.

Identifies opportunities to improve social media processes, campaign performance, audience engagement, and operational efficiency through data analysis, social listening, industry best practices, and emerging technologies. Develops recommendations that optimize content strategy, channel performance, and digital engagement while ensuring compliance with regulatory requirements and corporate brand standards.

Regularly manages ambiguous situations requiring collaboration across multiple functions to resolve competing priorities, navigate content approval processes, and implement effective communications strategies that align with business objectives.

This position has no direct supervisory responsibility but serves as the functional lead for social media strategy and execution across the organization. Provides strategic guidance and subject matter expertise to cross-functional teams, including Product Marketing, Sales, Medical Affairs, Regulatory Affairs, Legal, and external agency partners to ensure social media initiatives align with business objectives and corporate standards.

Operates with a high degree of independence in planning, prioritizing, and executing social media programs, managing day-to-day activities, and recommending strategies based on business priorities, audience insights, and performance analytics. Exercises independent judgment in content planning, campaign optimization, channel strategy, budget management, and agency oversight within established policies, brand guidelines, and regulatory requirements. Escalates significant business, compliance, or reputational risks to management as appropriate.

Position Requirements:

• Deep understanding of social media strategy, content marketing, digital communications, and audience engagement.
• Strong knowledge of social media platforms, algorithms, best practices, and emerging trends.
• Experience developing both organic and paid social media programs.
• Strong analytical skills with the ability to translate performance data into actionable recommendations.
• Excellent written communication, storytelling, and content development skills.
• Strong project management and organizational capabilities.
• Ability to manage multiple projects simultaneously while meeting deadlines and budget requirements.
• Experience collaborating across multiple organizational levels and functions.
• Ability to balance strategic thinking with hands-on execution.
• Experience with social listening, social analytics, and social media management platforms.
• Strong presentation and stakeholder management skills.

Preferred Technical Skills

• LinkedIn Campaign Manager
• Meta Business Suite
• Google Analytics
• Sprinklr, Hootsuite, Sprout Social, or similar platforms
• Microsoft Office Suite
• Adobe Creative Cloud (preferred)
• Marketing Automation and CRM platforms (preferred)

Background Experiences:

• Bachelor's degree in Marketing, Communications, Public Relations, Digital Marketing, or related field.
• Minimum 8 years of progressive experience in social media marketing, digital communications, or integrated marketing communications or equivalent combination of education and directly related experience.
• Experience managing product-focused (primary) and business social media programs.
• Experience with paid social advertising and social analytics.
• Experience within healthcare, medical device, pharmaceutical, or highly regulated industries preferred.
• Demonstrated success growing brand awareness, engagement, and audiences through social media initiatives.