Conversion Content Manager, IPC

Conversion Content Manager, IPC

Job Description

Your Job

You’re not the person who will settle for just any role.

Neither are we.

Because we’re out to create Better Care for a Better World, and that takes a certain kind of person and teams who care about making a difference.

Here, you’ll bring your professional expertise, talent, and drive to building and managing our portfolio of iconic, ground-breaking brands.

In this role, you’ll help us deliver better care for billions of people around the world.

It starts with YOU. 

This role owns the development and governance of conversion content standards and playbooks, ensuring every hero SKU and innovation launch is equipped with best-in-class assets.

Collaboration with eCommerce, marketing, and sales teams across markets is essential to ensure content meets platform requirements and delivers business impact aligned with premiumization and category growth priorities.

The successful incumbent is also responsible for driving excellence in conversion-focused content across digital commerce, which includes piloting key projects with end-to-end delivery for key markets, scaling of high-performing content—from PDPs to performance ads and affiliate formats for key markets/categories.

Role Overview & Primary Accountabilities:


* Define Conversion Content Standards: Develop and maintain guidelines and playbooks for PDPs, performance ads, and affiliate content.

Ensure consistency, quality, and conversion impact across platforms and markets.


* Lead End-to-End Implementation: Oversee PDP revamps for priority markets and categories.

Partner with IPC sector, commercial, design, and local teams to ensure timely delivery and measurable uplift across platforms like Amazon, Lazada, TikTok, and Shopee for key markets/categories.


* Measure and Optimize Performance: Establish KPIs and tracking frameworks to assess the impact of conversion content on funnel sufficiency, conversion rates, and GMV.

Provide actionable recommendations to continuously improve performance.


* Develop Scalable Conversion Assets: Create adaptable templates and toolkits for conversion ads, short-form commerce videos, and affiliate content.

Ensure assets are easily deployable across categories and markets.

Apply best practices from internal and external sources to develop high-performing ad formats.


* Create Affiliate Video Guidelines: Design guidelines tailored to drive conversion, especially for premium-tier products.


* Champion Innovation in Conversion Content: Stay ahead of emerging formats (e.g., TikTok Shop, shoppable video, live commerce).

Pilot new approaches to enhance storytelling and consumer engagement.


* Enable Market Capability: Partner with local marketing and eCommerce teams to train and embed best practices.

Empower markets to produce high-quality conversion content at scale.


* Codify and Scale Best Practices: Translate campaign and pilot learnings into toolkits and case studie...