Social Media Manager (XHS Specialist)

As a Social Media Manager (XHS Specialist), you will lead end-to-end social media strategy for clients with a strong focus on Rednote aka XiaoHongShu (XHS). You’ll transform business goals into effective, platform-specific strategies, build and manage editorial calendars, orchestrate creator and content programs, and deliver measurable performance. Collaborating closely with cross-channel teams—including creative, paid media, influencer, and e-commerce—you’ll ensure cohesive storytelling and impactful results across the social ecosystem.

Responsibilities

Strategy & Planning

• Translate client objectives into XHS strategies, including positioning, audience/segment priorities, content pillars, creator/KOC approach, and growth roadmap.
• Build quarterly XHS content playbooks reflecting current trends and best practices.

Content & Creative Orchestration

• Own the XHS editorial calendar together with content teams, including notes (image + text), short-form video, carousels, how-tos, reviews, before/after, lifestyle storytelling, and UGC remixes.
• Brief designers, editors, and copywriters on optimal content for XHS platform, and built for searchability.

Community & Growth

• Manage daily community operations including comments/DMs, saves, re-shares, and collection curation.
• Escalate product and service feedback to clients.
• Execute growth methods for client XHS accounts/posts.
• Maintain brand safety: moderation guidelines, responses, and escalation paths.

KOL/KOC & Seeding

• Work with influencer manager to map creator landscape by niche.
• Manage outreach with influencer manager to brief, track, and approve content.

Measurement & Optimization

• Analysis, reporting, insights and next actions to clients
• Provide actionable insights tied to funnel metrics (awareness → consideration → conversion proxies).
• Deliver clear reports and optimization recommendations to clients.

Cross-functional Enablement

• Partner with Paid Media on content boosting/whitelisting when relevant.
• Align with Web,CRM, and e-commerce on landing pages, tracking, and remarketing audiences.
• Train internal teams and clients on XHS best practices, trends, and performance frameworks.

• Bachelor’s degree in Marketing, Communications, Digital Media, or a related field.
• At least 3 to 5+ years of experience in social media management, with 1–2+ years of hands-on experience managing XHS (brand or agency side).
• Proven success in growing and managing XHS brand accounts (please share examples with metrics).
• Strong creative judgment with an eye for storytelling, hooks, and visual craft.
• Analytical mindset with the ability to translate data into strategic actions.
• Excellent organizational and project management skills; able to manage multiple brands and calendars concurrently.
  Nice-to-haves
• Bilingual in Mandarin and English (proficiency in writing XHS captions is a plus).
• Understanding of China/SEA consumer culture and social commerce behaviors.
• Familiarity with paid amplification, UTMs, and attribution tracking.