Social and Paid Media Manager

About Astellas

Astellas is a global life sciences company committed to turning innovative science into VALUE for patients. We provide transformative therapies in disease areas that include oncology, ophthalmology, urology, immunology and women's health. Through our research and development programs, we are pioneering new healthcare solutions for diseases with high unmet medical need. Learn more at Astellas.com.

Are you driven to make a real difference in the lives of patients?

We're seeking passionate individuals who thrive in dynamic environments, embrace new ideas, and aren't afraid to take intelligent risks. People who act with unwavering integrity and are deeply committed to making a tangible impact.

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.