Senior Manager, Social Content

Requirements

Description & Requirements

Who We Are

lululemon is an innovative performance apparel company for yoga, running, training, and other athletic pursuits. Setting the bar in technical fabrics and functional design, we create transformational products and experiences that support people in moving, growing, connecting, and being well. We owe our success to our innovative product, emphasis on stores, commitment to our people, and the incredible connections we make in every community we're in. As a company, we focus on creating positive change to build a healthier, thriving future. In particular, that includes creating an equitable, inclusive and growth-focused environment for our people.

Position

Senior Manager, Social and Editorial Content

Reports to

Director, Social and Editorial Content

Location

Shanghai

About This Team

The Social Editorial Team owns lululemon brand voice and storytelling across China digital ecosystem, covering campaign & editorial content, end‑to‑end social operation and KOL/creator ecosystem management. Partnering closely with Creative, Digital Media, E‑commerce and Brand teams, the team identifies cultural & community‑driven creative opportunities, builds compelling, multi‑format brand stories and delivers content across Xiaohongshu, Douyin, WeChat, Weibo and other key local social platforms. This role provides strategic thought‑partnership, drives cross‑team alignment, mentors team members and owns high‑impact social outcomes for the China market.

Core Responsibilities

The Senior Social Manager leads end‑to‑end social editorial strategy, multi‑campaign social amplification and always‑on content roadmap for lululemon China’s social channels. This is a strategic leadership role balancing long‑term brand building, business objectives, team mentorship, budget governance and cross‑functional stakeholder alignment.

• Own the end‑to‑end social communication strategy for key brand campaign moments across China social ecosystem; lead integrated content planning for official social accounts, steer KOL/creator strategy & activation, ensure consistent brand storytelling across all touchpoints and drive campaign‑level social KPIs (awareness, engagement, brand affinity & business contribution).
• Define platform‑specific social content & editorial strategy for Xiaohongshu, WeChat, Weibo, Douyin and other local channels; set operating frameworks, governance playbooks, performance evaluation standards, oversee large‑scale project planning, end‑to‑end budget planning, tracking and optimization; supervise day‑to‑day social operation quality while elevating content benchmark for the team.
• Lead the always‑on brand storytelling roadmap; leverage platform insights, community trends and cross‑functional internal resources to continuously innovate content formats, scale high‑performing content franchises, maximize reach and business impact; balance brand equity and commercial goals.
• Closely collaborate with E‑commerce team to build unified social calendar; connect content drops with product launches and business priorities, define content‑to‑business metrics, and drive actionable social‑to‑commerce outcomes.
• Own China creator ecosystem strategy: leverage data & tools to identify high‑potential creators, build tiered creator partnership frameworks, steer large‑scale creator activation programs, benchmark industry best practice and iterate creator playbooks for the brand.
• Lead social data analytics & insight program: own cross‑campaign and regular reporting framework, synthesize performance data, audience and competitive insights, translate findings into actionable strategic recommendations to continuously upgrade social & editorial strategy.
• Provide mentorship, guidance and capability building for team members; drive workflow optimization, align priorities across cross‑functional partners (Creative, PR, Product, Retail, EC), act as key social strategy thought‑partner for internal stakeholders.
• Monitor local social culture, platform iteration and competitive landscape; proactively identify opportunities & risks, provide forward‑looking suggestions to the leadership team for social capability upgrade.
  
  

Qualifications

• 10+ years social marketing & content strategy experience within sports / fashion / lifestyle vertical; solid track‑record building content‑first social strategy in brand side or high‑growth startup, proven experience leading multi‑person social teams.
• Deep passion and solid industry knowledge for sports, fitness and wellbeing lifestyle; strong learning agility to keep up with industry evolution.
• Sharp sensitivity towards digital content innovation, China social culture and platform trends; proven capability to translate brand vision into localized, high‑impact social stories.
• Excellent strategic logic, cross‑level stakeholder communication and influence skills; comfortable working in matrix organization to drive alignment and deliver results.
• Strong data literacy: proficient in extracting actionable business insights from multi‑source data to guide strategy iteration.
• Advanced MS Office and presentation capability, able to craft clear, persuasive strategy decks for senior leadership review.
• High self‑initiative and problem‑solving mindset; capable of managing multiple complex priorities under tight deadlines.
• Excellent bilingual verbal & written communication skills in both English and Chinese.
• Lead with courage, curiosity and creative thinking; mentor peers and junior talents to grow together.
  
  

Must Haves

• Acknowledge the presence of choice in every moment and take personal responsibility for your life.
• Possess an entrepreneurial spirit and continuously innovate to achieve great results.
• Communicate with honesty and kindness and create the space for others to do the same.
• Lead with courage, knowing the possibility of greatness is bigger than the fear of failure.
• Foster connection by putting people first and building trusting relationships with internal & external partners.
• Integrate fun and joy as a way of being and working, aka doesn’t take yourself too seriously.
  
  

Additional Notes

Authorization to work in China is required for this role.

Compensation And Benefits Package

lululemon’s compensation offerings are grounded in a pay-for-performance philosophy that recognizes exceptional individual and team performance. As part of our total rewards offering, you will receive competitive base pay and permanent employees in this position may be eligible for our annual bonus program, subject to program eligibility requirements.

At Lululemon, Investing In Our People Is a Top Priority. We Believe That When Life Works, Work Works. We Strive To Be The Place Where Inclusive Leaders Come To Develop And Enable All To Be Well. Recognizing Our Teams For Their Performance And Dedication, Other Components Of Our Total Rewards Offerings Include Support Of Career Development, Wellbeing, And Personal Growth

• Supplement health and dental benefits, and mental health plans
• Paid time off
• Savings plan matching - Employee Stock Purchase Plan
• Generous employee discount
• Fitness & yoga classes
• Parenthood top-up
• Extensive catalog of development course offerings
• People networks, mentorship programs, and leadership series (to name a few)
  
  

Note: The incentive programs, benefits, and perks have certain eligibility requirements. The Company reserves the right to alter these incentive programs, benefits, and perks in whole or in part at any time without advance notice.

Workplace Arrangement

In-person collaboration and connection is important to our culture. Work is performed onsite, minimum 4 days per week.