Senior Social Content Operations Manager, China at Airbnb in China

Job description

• This role will lead China social initiatives and drive business growth across key local social channels and reports to the Social Lead.
• The role focuses on building and scaling Airbnb's social growth capabilities across local video-driven platforms and evolving social ecosystems. S/he will identify platform opportunities, close operational gaps, and develop scalable approaches to strengthen Airbnb's brand presence, user engagement, and downstream business impact.

Responsibilities

• Own and drive social growth strategy across video-driven platforms and evolving social ecosystems, identifying platform opportunities and operational gaps.
• Lead and execute social operations including content strategy, content production, audience engagement, and platform growth initiatives.
• Initiate innovative growth pilots to strengthen downstream consideration and conversion, including social content support for livestreaming and community-based social marketing.
• Collaborate closely with cross-functional stakeholders (Growth Ops, Marketing, Comms, Product, etc.) to align social initiatives with broader business priorities and gain cross-functional support.
• Partner with global and regional social teams to share insights, advocate for local platform opportunities, and maintain high execution standards.
• Stay current with platform trends, user behaviors, and evolving social ecosystem shifts to continuously improve Airbnb's local platform growth playbook.

Requirements

• 8+ years of experience in social operations, platform operations, content marketing, or social growth-related roles.
• Strong understanding of video-driven local platforms such as Douyin, RedNote video, Bilibili, including platform-native content formats, search and discovery mechanisms, and operational best practices.
• Hands-on experience in short-form video content operations, platform growth, or social ecosystem development.
• Proven experience managing local agencies and driving projects forward, with solid knowledge of industry best practices.
• Strong project management skills with the ability to independently drive complex, cross-functional initiatives end-to-end.
• Strong data-driven growth mindset with the ability to identify opportunities and improve performance through data and insights.
• Excellent collaboration and stakeholder management skills across internal teams and external partners/agencies.
• Comfortable navigating ambiguity and evolving business priorities while maintaining high-quality execution.
• Creative, self-motivated, and passionate about social platforms, travel, and evolving consumer behaviors.
• Proficient in English as a working language.

Skills

Required

• Social operations
• Platform operations
• Content marketing
• Social growth
• Short-form video content operations
• Platform growth
• Social ecosystem development
• Managing local agencies
• Project management
• Data-driven growth mindset
• Collaboration
• Stakeholder management