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Content Optimization Specialist
AppleShanghai, Shanghai, China
Apply Imagine what you could do here! The people here at Apple don’t just create products — they build the kind of wonder that’s revolutionized entire industries. It’s the diversity of those people and their ideas that inspires the innovation that runs through everything we do, from amazing technology to industry-leading environmental efforts. At Apple, inclusion is a shared responsibility, and we work together to foster a culture where everyone belongs and is inspired to do their best work.
Here on the Apple Store Online team, we are responsible for Apple’s largest store. Our main goal is to deliver a magical, personal digital experience where customers can shop, buy and learn everything Apple, wherever they are. Each customer should feel like they are our only customer and our job is to set the bar for the experience they receive. To run such an extraordinary store, it takes extraordinary people, and we are looking for someone to help us do extraordinary things.
The Content Optimization Specialist drives performance insights and content optimization for ASO Douyin livestream and short-form video initiatives. This role focuses on improving content effectiveness, discoverability, and audience engagement through data-driven analysis and a strong understanding of Douyin platform dynamics. By translating performance data into actionable recommendations, the role enables more informed content and programming decisions while helping shape a culture of continuous optimization across the team.
Working closely with Content Strategists, Writers, the Content Delivery Manager, and cross-functional partners, the Content Optimization Specialist analyzes livestream and short-form video performance to identify trends, opportunities, and areas for improvement. The role establishes clear reporting cadences and develops actionable insights to refine storytelling, programming, and customer engagement strategies. With a strong understanding of Douyin ecosystem and audience behaviors, the specialist helps improve content discoverability, retention, and overall content impact.
- Content Performance Reporting
- Own weekly, monthly, quarterly, and campaign-level reporting across Douyin livestream and short video performance
- Establish clear KPI frameworks centered on: Audience engagement (comments, likes, shares), Retention curves and watch-time patterns, Traffic sources and discoverability touchpoints, Conversion trends (in partnership with Commercial Analytics), customer insights and feedback (in partnership with RCC)
- Build and maintain streamlined dashboards to track: Short video performance, Live Stream span cross BAU sessions, NPI launches, Promotional and campaign moments, Special programming
- Livestream & Short Video Optimization
- Analyze performance drivers across: Programming formats and short video types, Segment duration and pacing, Host delivery styles, Time slots and thematic storytelling, Promotional mechanics (e.g., lucky draws)
- Conduct deep dives into retention curves and drop-off moments to identify storytelling improvements
- Translate performance data into actionable recommendations for Content Strategists and Writers & Demo team to improve engagement, retention, and content impact
- Establish and drive test & learn approach and framework across: Live Stream Opening hooks, Segment duration, CTA, etc; Short video creative formats and posting cadence, etc
- Douyin Discoverability & Content Operations
- In close partnership with cross functional teams, optimize content to improve search and discoverability, including: Blue Keywords, Hashtag and tagging strategies, Title and thumbnail optimization, etc
- Monitor traffic mix across livestream and short video and recommend optimization opportunities, in close collaboration with performance marketing
- Stay current on Douyin platform updates, algorithm shifts, and emerging engagement formats
- Cross-Functional Collaboration
- Collaborate with Commercial Analytics to connect content performance insights with business performance
- Partner closely with Performance Marketing, Retail Marketing, Marcom, RCC to embed insights into programming and content plans
- Contribute to leadership reviews with clear, structured narratives focused on content impact and optimization opportunities
- 4–7 years in content analytics, social media performance analysis
- Experience supporting livestream, short video, or social commerce content
- Strong understanding of Douyin traffic mechanics and content distribution logic
- Proven experience translating data into actionable content optimization
- Proficiency in Numbers, Excel, and BI tools
- Strong communication and storytelling skills to present insights clearly to leadership and cross-functional teams
- Mandarin and English fluency required
- BA/BS in a related field.
- Deep understanding of China’s digital ecosystem and evolving consumer behavior
- Ability to balance analytical rigor with creative sensitivity
- Comfortable working in fast-paced environments and adapting to rapid iteration cycles
- Experience working across brand, agencies, and platform environments.
- Demonstrates Apple’s values of inclusion and diversity
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