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 initi