Social Commerce Content Growth Manager

Thornton Tomasetti; Selangor; On-site; MYR 60,000 - 90,000; Full time

Job summary

Abbott Laboratories is seeking a Social Commerce Content Specialist to drive brand visibility, engagement, and sales through scalable TikTok-focused content and social commerce strategies in Malaysia. You will collaborate with agencies, creators, affiliates, and internal teams to ensure brand-consistent content and guidelines across livestreams and hosts.

With 3–5 years in social media, content/creator marketing, and ecommerce content management, you will shape content briefs, manage

Qualifications

• 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.

Responsibilities

• Develop scalable content strategies and partner with agencies to increase content volume across platforms, focusing on TikTok while maintaining brand consistency.
• Lead TikTok and social commerce content development with briefs, concepts, and creative frameworks aligned to brand objectives.
• Identify and onboard creators, influencers, and affiliates; develop briefs and ensure alignment with brand standards.
• Establish livestream content best practices; create guidelines, playbooks, and scripts for hosts and agencies.
• Collaborate with Brand, Marketing, Ecommerce, Legal, and regulatory teams to align content with product launches and campaigns.

Skills

Social media

Content marketing

Creator marketing

Influencer marketing

Ecommerce content management

Tools

TikTok Shop

Livestream platforms

Job description

JOB DESCRIPTION: 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.
• 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.

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.

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.

The base pay for this position is N/A In specific locations, the pay range may vary from the range posted.

JOB FAMILY: Product Management DIVISION: ANI International Nutrition LOCATION: Malaysia > Selangor : Imazium, No. 8, Jalan SS 21/37 ADDITIONAL LOCATIONS: WORK SHIFT: Standard TRAVEL: Not specified MEDICAL SURVEILLANCE: Not Applicable SIGNIFICANT WORK ACTIVITIES: Not Applicable

Abbott is about the power of health. For more than 135 years, Abbott has been helping people reach their potential — because better health allows people and communities to achieve more. With a diverse, global network serving customers in more than 160 countries, we create new solutions — across the spectrum of health, around the world, for all stages of life. Whether it’s next‑generation diagnostics, life‑changing devices, science‑based nutrition, or novel reformulations, we are advancing some of the most innovative and revolutionary technologies in healthcare, helping people live their best lives through better health. The people of Abbott come to work each day with relentless energy, enthusiasm and a promise to enhance the health and well‑being of millions of people. They push the boundaries to help manage and treat some of life’s greatest health challenges. We invite you to explore opportunities at Abbott, to see if your talents and career aspirations may fit with our openings.

An equal opportunity employer, Abbott welcomes and encourages diversity in our workforce.

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