Social Media Manager

Thai & International Markets | Organic Content & Conversion

PYONG Rehabilitation Center is looking for a Social Media Manager to lead the strategy and management of our Thai and international social media channels.

This role oversees both organic and conversion-focused content, translating business priorities, audience insights, platform developments, and performance data into clear content direction, plans, and briefs for the wider team.

Working across creative, performance, and clinical functions, the Social Media Manager guides the production workflow, maintains quality and consistency, and ensures that social media activity supports both brand and business objectives.

• Lead the overall social media strategy for Thai and international markets.
• Monitor local and international trends, audience behaviour, cultural conversations, emerging formats, and platform updates.
• Translate relevant developments into clear recommendations and actionable content direction.
• Define the role, audience, objective, content mix, and success measures for each channel and market.
• Develop monthly, quarterly, and campaign-based social media plans aligned with brand and business priorities.
• Determine when a content direction can be adapted across markets and when a market-specific approach is required.
• Maintain a consistent global brand identity while ensuring that communication remains relevant to each audience and cultural context.
  

• Develop an integrated social media approach that covers Awareness, Consideration, Conversion, Retention, and Advocacy.
• Set the direction and content mix for both organic performance and conversion objectives.
• Define content pillars, campaign priorities, funnel roles, and success measures for each market and channel.
• Guide organic content towards stronger reach, engagement, watch time, retention, saves, shares, profile visits, and audience quality.
• Guide conversion content towards qualified enquiries, service consideration, appointments, and other agreed business outcomes.
• Ensure that conversion content remains useful, credible, and audience-relevant without making every post feel sales-led.
• Connect social media direction with advertising campaigns, landing pages, contact channels, and the wider customer journey in collaboration with the relevant owners.
• Identify organic content insights and opportunities that may inform paid media and future campaign development.
  

• Own the master content calendar, campaign priorities, production timelines, and delivery schedule across Thai and international channels.
• Translate brand priorities, service priorities, campaigns, and business objectives into structured content plans.
• Develop clear, actionable content briefs covering the market, objective, audience and need state, funnel stage, primary message, required proof, recommended format, references, deliverables, call to action, and approval requirements.
• Brief and coordinate copywriters, visual communication designers, videographers, translators, performance marketers, clinical experts, and other contributors.
• Manage dependencies, feedback, revisions, approvals, and final delivery across the production workflow.
• Review copy, design, video, and localised content against the approved brief, brand direction, platform requirements, cultural context, and intended outcome.
• Ensure international content is appropriately adapted to its audience rather than treated as a direct translation of Thai content.
• Coordinate clinical or specialist review when content contains medical, treatment, or service-related information.
• Consolidate feedback and provide the production team with clear decisions and next actions.
  

• Oversee the brand's Thai and international presence across Facebook, Instagram, TikTok, YouTube, LINE OA, and other relevant platforms.
• Establish channel standards, publishing priorities, cadence, and platform-specific content requirements.
• Ensure that content is delivered in a format appropriate to the audience, purpose, and behaviour of each platform.
• Maintain consistency across multiple brand accounts, service areas, languages, and campaigns.
• Review channel-level performance, audience feedback, sentiment, and emerging issues with the responsible teams.
• Escalate clinical questions, complaints, reputational risks, or culturally sensitive issues to the appropriate owner.
• Ensure all published content follows the required brand, clinical, privacy, and approval standards.
  

• Use AI to make social media planning and management faster, more structured, and more efficient.
• Apply AI to trend and competitor research synthesis, information organisation, content planning, workflow management, meeting summaries, and task prioritisation.
• Use AI to support brief development, reporting, data analysis, performance comparisons, pattern recognition, and insight development.
• Build reusable prompts, templates, and operational systems for recurring social media tasks.
• Identify opportunities to reduce repetitive manual work through appropriate AI tools and automation.
• Evaluate new tools that may improve multi-market coordination, reporting, documentation, and decision-making.
• Review and validate AI-assisted work before it is used within the operating process.
• Maintain human ownership of strategy, content direction, cultural relevance, brand judgement, quality control, and clinical accuracy.
  

• Define and monitor the appropriate KPIs for organic content and conversion across each market, channel, campaign, and funnel stage.
• Review performance across reach, engagement, video retention, saves, shares, profile visits, website traffic, qualified enquiries, leads, and appointments.
• Prepare weekly and monthly performance reviews with clear findings, implications, and recommended next actions.
• Compare performance across markets, languages, channels, content pillars, and formats to identify meaningful patterns.
• Identify why particular content performed well or underperformed and translate those findings into future direction and briefs.
• Lead an ongoing test-and-learn process across topics, formats, messages, audience approaches, and calls to action.
• Coordinate with performance marketing, analytics, and other relevant teams to improve tracking and understand social media's contribution to business outcomes.
• Turn reporting into clear priorities and operational decisions rather than presenting metrics alone.
  

• At least 3 years of experience in social media management, content strategy, digital marketing, or a related role.
• Demonstrated experience managing social media strategy, content planning, production workflows, quality control, reporting, and optimisation.
• Experience managing Thai and international, multilingual, or multi-market social media is strongly preferred.
• Strong understanding of both organic content performance and conversion-focused content.
• Strong working knowledge of Facebook, Instagram, TikTok, YouTube, LINE OA, and other relevant platforms.
• Ability to translate business and brand objectives into clear content plans and actionable briefs.
• Strong editorial and cultural judgement, with the ability to evaluate copy, design, video, and localised content against a defined objective.
• Solid understanding of customer journeys and the role of content at each stage of the funnel.
• Ability to interpret social media data and turn insights into clear strategic and operational actions.
• Confident using AI tools to improve research, planning, workflow, reporting, and operational efficiency.
• Strong project and stakeholder management skills, with the ability to coordinate multiple markets, channels, campaigns, and contributors.
• High attention to detail and a strong sense of ownership from planning through performance review.
• Strong Thai communication skills and professional working proficiency in English.
• Experience in healthcare, wellness, rehabilitation, medical tourism, or premium service businesses is an advantage.
  

• Thai and international channels each have a clear purpose, audience, and content direction.
• Organic and conversion content work together across the customer journey.
• The production team receives clear briefs, priorities, and consolidated feedback.
• Content is produced and approved consistently with fewer unnecessary revisions or delays.
• International content is appropriately adapted to its audience and market context.
• Organic content strengthens reach, engagement, audience trust, and brand relevance.
• Conversion content contributes to more qualified enquiries and appointments.
• AI improves the operating process without replacing human creativity, cultural understanding, or judgement.
• Performance insights consistently lead to clearer priorities and measurable improvements.