Social and Paid Media Manager

Purpose and Scope:

The Social and Paid Media Expert is part of the Customer Engagement Excellence (CEE) team within the broader Value Delivery organisation. CEE is an integrated global group focused on supporting capabilities across VALUE Delivery, including Commercial (Sales/Marketing), Market Access and Medical Affairs, to enhance delivery and outcomes to the business, whilst prioritising ethical decision making. During all such activities, there is a need to ensure that the integrity and independence of Medical Affairs capabilities is not compromised. The Chapter Member is expected to proactively communicate and consult with their Chapter and Value Team Leads as necessary to ensure that the integrity and independence of Medical Affairs is maintained at all times.

Astellas is advancing digital engagement to transform healthcare, and the Digital Engagement Centre (DEC) is at the forefront, driving omnichannel excellence in HCP engagement. The Social and Paid Media Expert is a pivotal specialist role within the Global Capability Center (GCC), responsible for developing and executing integrated organic social media and paid media engagement and orchestration that deepens HCP engagement, supports HCP education, and accelerates brand impact across markets.

Operating in a high-paced, ambitious and highly collaborative matrix organisation, this role applies insights, global platforms including marketing automation, web, paid media and social media, and Global for Local principles to localise global strategy and campaigns into connected, compliant and high-value digital experiences. Working without direct reports, the Social and Paid Media Expert exercises significant influence through expertise and cross-functional collaboration, partnering with global and local brand teams to deliver measurable outcomes for healthcare professionals, patients and the business.

In the role of Chapter Member, the individual executes day-to-day activities within their assigned Value Team, with responsibilities that may vary according to the team’s mandate. Within the Value Team, the Chapter Member focuses on resolving specific business challenges for the organization. Value Teams are established and evolve in response to changing business objectives, and Chapter Members serve as key business partners, applying their expertise to drive organizational results. As a Value Team member, the individual collaborates with cross-functional resources to achieve defined objectives and outcomes, working from a prioritized backlog of tasks. The Chapter Member works directly with the Value Team Lead to execute the team’s strategy and deliverables in alignment with its mission. The Chapter Member receives capability and skillset development under the guidance of the Chapter Lead, who provides coaching and mentoring within the Agile model.

Responsibilities and Accountabilities:

• Develop and execute integrated organic social media and paid media strategies aligned with brand, disease-area and HCP engagement objectives.
• Lead end-to-end planning, execution, optimisation and reporting of paid social and digital media campaigns across multiple channels, including Meta, LinkedIn, YouTube, Google Ads and programmatic platforms.
• Manage and grow company social media channels through content planning, publishing workflows, editorial calendars, community engagement and platform best practices.
• Define and apply social media governance standards, including channel access, naming conventions, publishing processes, moderation, escalation and compliance requirements.
• Develop audience, targeting and segmentation approaches for paid media campaigns, ensuring alignment with HCP engagement objectives, local market needs and compliance requirements.
• Set up campaigns within ad platforms, including targeting, trafficking, tagging, budget pacing, flighting, bidding strategy and optimisation.
• Manage paid media budgets, channel mix, media planning inputs and performance optimisation to maximise ROI and campaign effectiveness.
• Work with Digital Content Managers to ensure the development and localisation of compliant content.
• Establish measurement frameworks, tagging standards and test-and-learn plans to evaluate campaign effectiveness and inform future activation.
• Monitor campaign KPIs, perform performance analysis, and provide actionable insights and optimisation recommendations through reports and dashboards tracking engagement, CTR, CPA, conversion and ROI.
• Use social listening, platform insights, competitor monitoring, market research and trend analysis to identify opportunities, inform content strategy and improve engagement.
• Optimise digital content and campaign assets for SEO and GEO to improve discoverability, search visibility, AI-enabled answer relevance and engagement across priority channels.
• Collaborate with cross-functional stakeholders, including brand, medical, regulatory, legal, sales, local market teams and agencies, to support integrated campaigns and omnichannel activation.
• Manage agency, vendor and media partner performance, including briefing, reviewing media plans, challenging recommendations, tracking deliverables and ensuring delivery against agreed KPIs.
• Monitor and escalate social media risks, including adverse events, product complaints, misinformation, inappropriate comments, platform issues and reputational concerns.
• Ensure pharmacovigilance reporting and adherence to adverse-event monitoring requirements in digital and social channels when applicable.
• Support brand planning cycles, integrated omnichannel marketing initiatives and digital activation plans across the customer journey.
• Serve as subject matter expert on social platforms, paid media, emerging digital technologies, platform updates and healthcare industry trends.

Required Qualifications:

• Bachelor’s degree in Marketing, Communications, Business, Life Sciences, or related discipline.
• 5–6+ years of experience in social media, paid media, or digital marketing, with healthcare or pharma experience preferred.
• Hands-on experience executing paid campaigns on major platforms, including Meta, LinkedIn, Google Ads, YouTube and programmatic or display channels.
• Strong knowledge of social media management tools, paid media platforms, analytics platforms and digital KPIs.
• Ability to analyse campaign data and recommend optimisation strategies.
• Experience coordinating with cross-functional stakeholders and external agencies.
  
• Strong project management and organisational skills with attention to detail.
• Familiarity with digital campaign tracking, tagging, attribution and performance reporting.
• Knowledge of SEO and GEO principles, with the ability to optimise digital content for search visibility, discoverability and AI-enabled answer relevance.
• Strong English written and verbal communication skills.
• Ability to manage multiple campaigns and deadlines simultaneously.
• Ability to lead and execute with or without formal authority.
• Ability to work in a dynamic, fast-paced environment
  

Preferred Qualification:

• Proven experience managing digital, social, paid media or omnichannel campaigns, ideally within pharma, biotech, healthcare, FMCG, agency or another highly regulated environment.
• Knowledge of pharmaceutical advertising regulations and medical/legal review processes.
• Platform certifications such as Google Ads, Meta Blueprint, LinkedIn Marketing Labs or Veeva PromoMats.
• Experience supporting omnichannel marketing or HCP/patient engagement campaigns.
• Solid content creation or copywriting skills for digital and social channels.
• Experience working with agencies or global campaign teams across regions.
• Multilingual skills or experience supporting international campaigns, which is an asset for global pharma teams.
• Strong knowledge of digital marketing platforms, including marketing automation such as Marketo, websites such as Adobe, HCP portals, Veeva PromoMats, social media platforms, paid media platforms, digital analytics, journey mapping and next best experience orchestration.
• Data-driven mindset with comfort interpreting analytics and translating them into action.
• Experience within oncology and/or specialty brands highly desirable.
• Experience with social listening, influencer collaboration or online community management tools.

Work Environment:

This position is based in our Global Capability Center Poland or India. At Astellas we recognize the importance of work/life balance, and we are proud to offer a hybrid working solution allowing time to connect with colleagues at the office with the flexibility to also work from home. We believe this will optimize the most productive work environment for all employees to succeed and deliver. Hybrid work from certain locations may be permitted in accordance with Astellas’ Responsible Flexibility Guidelines.

What awaits you at Astellas

Global collaboration: Become part of a connected global business of like-minded life science leaders, all dedicated to improving patients' lives worldwide. 

Real-world patient impact: Contribute to transformative therapies that reach patients around the world, knowing your work makes a difference every day.

Relentless Innovation: Join a company at the forefront of scientific breakthroughs, where you'll have the opportunity to shape the future of healthcare. 

A Culture of Growth: Chart your own course within a supportive environment that values your contributions, champions your development, and empowers you to pursue your passions. 

Our Organizational Values and Behaviors

Values: Innovation, Integrity and Impact sit at the heart of what we do. 

Behaviors: We come together as ‘One Astellas’, working with courage and a sense of urgency. We are outcome focused and consistently take accountability for our personal contribution.