What You'll Do:This is a leadership role: you'll build the machine, hire the people who run it, and be accountable for what it produces. You will:
- Own Luma's end-to-end social strategy across every platform - audience architecture, content pillars, platform roles, and the editorial standards that govern everything we publish.
- Build and lead the social team, hiring and developing creatives and admins, and directing our agency and creator partners as one coordinated content engine.
- Lead the audience evolution from AI enthusiasts to the global creative class - creative directors, marketers, and the agencies and brand teams who ship real work - without losing the community that built us.
- Set the creative bar. You have the taste and editorial judgment to know what's worth posting, what's a big swing, and what dies in the drafts - and the authority to make those calls daily.
- Operate as the senior social voice in the company, partnering directly with executive leadership, Product, and Brand to translate company strategy into content strategy.
- Own performance: define the measurement philosophy, report on what's working, and reallocate resources - budget, people, partners - based on what the numbers and the culture tell you.
Who You Are:- 10+ years of professional experience in social media, content, or brand marketing, including several years leading teams and owning strategy and team execution.
- A demonstrated builder of social organizations - you've hired social teams, managed agencies and creator rosters, and built content engines from scratch, not just inherited them.
- A strategist with a maker's eye: exceptional aesthetic taste and platform fluency, with the judgment to direct creative work at the highest level even when you're not the one editing it.
- Experienced navigating audience pivots, repositioning, or category creation - you know how to grow a new audience without torching an existing community.
- High agency and comfort with ambiguity: you set direction when there's no playbook, make decisions with incomplete information, and take full ownership of outcomes.
- A genuine passion for the creative potential of AI and Luma's mission to expand human imagination.
What Sets You Apart (Bonus Points):- Leadership experience at high-growth generative AI startups, leading creative software or video companies, or major tech brands. We are open to exceptional talent from modern, innovative brands outside of AI and tech.
- A track record of building social for both consumer and B2B/enterprise audiences - you know how to make content that a creative director engages with and a CMO forwards.
- Experience directing influencer and creator programs at scale, including briefing systems, partnership structures, and content pipelines.
- Public evidence of your leadership: brands whose social you transformed, teams you built, or category-defining campaigns you led.
