Tiktok Content Strategy Lead, Quezon City

JOB SUMMARY

The TikTok Content Strategy Lead (Health & Wellness) is accountable for defining and driving The companys TikTok growth strategy for the Health & Wellness product category. This role ensures that all TikTok content for the category is insight-driven, trend-relevant, brand-safe, and commercially aligned while remaining sensitive to the regulatory and messaging considerations specific to health and wellness products.

As part of the TikTok Marketing Center of Excellence, the TikTok Content Strategy Lead (Health & Wellness) translates brand and category objectives into scalable short-form video strategies that drive visibility, engagement, and GMV impact. The role bridges brand marketing, performance insights, and content execution ensuring TikTok is not just active for the Health & Wellness category, but strategically winning.

The TikTok Content Strategy Lead (Health & Wellness) establishes content frameworks, trend adoption systems, and performance feedback loops that enable consistent viral opportunities while protecting brand equity, product claim compliance, and the regulatory requirements unique to the health and wellness space.

KEY RESPONSIBILITY

TikTok Strategy & Growth Leadership

Own the TikTok content strategy for the Health & Wellness category, aligned with topline and GMV targets.

Develop monthly and quarterly TikTok growth roadmaps based on campaign calendars and Health & Wellness product priorities.

Identify content opportunities that support hero SKUs, new product launches, and commercial pushes within the category.

Translate Health & Wellness brand positioning into TikTok-native storytelling formats that are credible, engaging, and conversion-driven.

Trend Intelligence & Content Frameworks

Lead trend scouting and rapid trend adoption systems with a Health & Wellness lens.

Convert trends into actionable content briefs that are brand-safe, compliant with health product regulations, and relevant to the category audience.

Build repeatable content pillars suited to the Health & Wellness category: ingredient education, product efficacy, lifestyle integration, testimonials, expert authority, and community storytelling.

Establish clear hook frameworks, storytelling angles, and content structures that address the specific needs and concerns of health-conscious consumers.

Performance & Optimization

Partner with Performance Marketing to analyze watch time, retention, CVR, and GMV contribution for Health & Wellness content.

Identify high-performing hooks, scripts, and formats specific to the category for scaling.

Lead content testing initiatives to improve engagement and conversion metrics across Health & Wellness SKUs.

Balance viral potential with commercial viability and regulatory compliance.

Creator & Execution Alignment

Work closely with TikTok Lead Content Creator and Content Creators to ensure strategic alignment on Health & Wellness messaging.

Develop structured content briefs with clear category-specific objectives, messaging, and KPIs.

Guide on-screen talent in accurately communicating Health & Wellness product benefits while staying within approved claims.

Collaborate with PR & Affiliate teams to align creator messaging with TikTok strategy and regulatory requirements.

Regulatory & Claims Compliance

Ensure all Health & Wellness TikTok content adheres to applicable regulatory requirements for health product advertising and claims.

Work with the QA and compliance teams to vet content for prohibited claims, misleading statements, or non-compliant messaging.

Establish pre-publishing compliance checkpoints specific to the health and wellness content pipeline.

Stay updated on platform policies and regulatory guidelines affecting health and wellness product content.

Cross-Functional Collaboration

Align with the Health & Wellness Category Manager to support campaign launches and product priorities.

Collaborate with Creative and Performance teams to ensure cohesive messaging across organic and paid.

Ensure Health & Wellness TikTok content supports broader brand storytelling and does not operate in isolation.

Governance & Brand Safety

Ensure all TikTok content adheres to brand tone, regulatory requirements, and platform policies.

Maintain messaging consistency across all TikTok accounts for the Health & Wellness category.

Establish quality control checkpoints prior to publishing.

QUALIFICATION AND REQUIREMENTS

Education

Bachelors degree in Marketing, Communications, Business, or a related field.

Experience

24 years of experience in TikTok marketing, social media strategy, or short-form content strategy.

Proven track record of growing TikTok accounts organically and driving measurable engagement or GMV.

Strong understanding of TikTok algorithm mechanics, trends, and content psychology.

Experience working with creators, influencers, or in-house content teams.

Familiarity with health and wellness product content regulations and claims compliance is a strong advantage.

Background in health, wellness, beauty, or FMCG categories is preferred.

SKILL AND COMPETENCIES

Technical Skills

TikTok analytics and content performance interpretation

Short-form storytelling and hook development for health and wellness audiences

Trend forecasting and rapid execution frameworks

Understanding of social commerce and conversion-driven content

Content briefing and scripting structure

Familiarity with health product advertising regulations and claims guidelines

Soft Skills

Strong strategic thinking with execution clarity

High agility and responsiveness to fast-moving trends

Clear communicator with strong briefing capabilities

Collaborative mindset across brand, creative, compliance, and performance teams

Data-driven decision-making

WORK ENVIRONMENT

Primarily office-based with active involvement in content planning and shoot days.

Fast-paced environment requiring rapid ideation and iteration.

High involvement during campaign launches and peak commercial periods.