Digital Content Manager

Welcome to Haleon. We’re a purpose-driven, world-class consumer company putting everyday health in the hands of millions. In just three years since our launch, we’ve grown, evolved and are now entering an exciting new chapter – one filled with bold ambitions and enormous opportunity.

Our trusted portfolio of brands – including Sensodyne®, Panadol®, Advil®, Voltaren®, Theraflu®, Otrivin®, and Centrum® – lead in resilient and growing categories. What sets us apart is our unique blend of deep human understanding and trusted science.

Now it’s time to fully realise the full potential of our business and our people. We do this through our Win as One strategy. It puts our purpose – to deliver better everyday health with humanity – at the heart of everything we do. It unites us, inspires us, and challenges us to be better every day, driven by our agile, performance-focused culture.

岗位定位

抖音内容数据中台核心岗位,牵头落地「爆款黄金公式验证」目标,负责资产组件效果追踪、爆款逻辑拆解与策略输出,支撑内容工厂优化组件矩阵与生产方向。

用数据解码内容组件效果,为资产矩阵迭代、爆款提炼与规模化复制提供精准的策略指引,打造数据驱动的内容生产体系。

岗位职责

1. 内容组件数据体系搭建与全链路追踪

• 搭建抖音内容组件化数据追踪体系,建立数据采集、清洗、分析与报告流程,实现对组件表现的全链路监控。
• 维护内容数据看板与报表体系,实时监控不同组件组合、素材变体、生产批次的表现数据,输出日报/周报/月报,为资产矩阵迭代与生产优化提供数据支撑。
• 建立「爆款黄金公式」数据模型,通过批量内容赛马数据,拆解爆款内容的共性组件组合、结构逻辑与表现规律,提炼可复用的内容生产标准。

2. 内容效果深度分析与爆款逻辑拆解

• 深度分析内容数据,拆解高表现内容,提炼可复用的内容规律与模板,支撑资产组件矩阵的持续优化。
• 对低表现内容进行归因分析,定位是组件设计、结构节奏还是投放渠道的问题,输出可落地的优化建议,支撑内容生产迭代,提升整体内容效果。

3. 竞品与行业内容组件趋势分析

• 持续追踪行业头部账号、竞品的爆款内容,拆解其组件设计与结构逻辑,分析不同平台热点、话题的内容表现差异,为资产组件矩阵提供差异化策略参考。
• 监测抖音平台热点、算法更新与流量规则变化,分析热点内容的组件共性,输出趋势预判报告,指导内容工厂提前调整组件设计与生产方向。

4. 数据赋能资产矩阵迭代与业务落地

• 对接内容生产团队与投放团队,通过数据洞察为组件设计、内容变体开发、小样本验证与放大投放提供方向指引,支撑直播引流、短视频种草等业务场景的内容优化。
• 将数据洞察转化为标准化的内容组件模板与生产规范,更新内容资产库,推动「数据驱动的组件化内容生产」,提升团队整体爆款率与生产效率。

任职资格

1. 学历与专业背景

本科及以上学历,统计学、数据分析、广告、新媒体或相关专业毕业,具备扎实的数据分析能力。

2. 行业经验

3 年以上抖音内容数据分析/运营经验;具备搭建内容数据体系、拆解爆款逻辑、输出数据驱动策略的实战经验,有电商内容分析经验者优先。

3. 核心能力

• 数据能力:熟练使用 SQL/Excel/BI 工具(如 Tableau / Power BI),以及抖音电商生态数据工具(巨量算数、抖音电商罗盘、蝉妈妈、新抖等);具备数据采集、清洗、建模与可视化能力;能独立完成复杂的内容数据归因分析与趋势预测,提炼可复用的爆款逻辑。
• 业务理解:深度理解抖音内容生态与电商业务逻辑,能将数据与内容生产、投放放大等业务场景结合,输出可落地的策略建议。
• 内容洞察:具备敏锐的网感与爆款内容分析能力,能从数据中提炼用户偏好、平台趋势与内容规律,为内容组件矩阵优化提供方向指引。
• 沟通协同:能清晰地向内容生产、业务、投放团队传递数据洞察与策略建议,具备跨部门沟通与推动落地的能力。

4. 综合素质

严谨细致,逻辑清晰,结果导向;具备较强的抗压能力与快速学习能力,能适应平台规则与数据的快速变化;具备团队协作精神,能赋能团队共同提升数据驱动能力。

 

 

 

 Job Posting End Date

 

 

2026-07-17

 

 

 

Equal Opportunities

Haleon are committed to mobilising our purpose in a way that represents the diverse consumers and communities who rely on our brands every day. It guides us in creating an inclusive culture, where different backgrounds and views are valued and respected – all in support of understanding and best serving the needs of our consumers and unleashing the full potential of our people. It’s important to us that Haleon is a place where all our employees feel they truly belong.

During the application process, we may ask you to share some personal information, which is entirely voluntary. This information ensures we meet certain regulatory and reporting obligations and supports the development, refinement, and execution of our inclusion and belonging programmes that are open to all Haleon employees. 

The personal information you provide will be kept confidential, used only for legitimate business purposes, and will never be used in making any employment decisions, including hiring decisions.

 

 

 

Adjustment or Accommodations Request

If you require a reasonable adjustment or accommodation or other assistance to apply for a job at Haleon at any stage of the application process, please let your recruiter know by providing them with a description of specific adjustments you are requesting. We’ll provide all reasonable adjustments to support you throughout the recruitment process and treat all information you provide us in confidence. 

 

 

 

Note to candidates

The Haleon recruitment team will contact you using a Haleon email account (@haleon.com). If you are not sure whether the email you received is from Haleon, please get in touch.