Social Lead

Luma At A Glance:

Luma AI is a frontier research lab and an AI native product company. We're building creative agents that expand what creative professionals can imagine and make. AI is a story that gets told on social first, and Luma's is one of the best there is to tell. This is a rare shot to own that narrative, define a category, and make Luma the brand the creative world can't stop watching.

We're seeking a proven social media leader to define how frontier AI shows up in culture. Luma sits at the center of a shift in how creative work gets made, and no company has credibly claimed the creative professional audience on social. You will own that claim — setting the strategy, building the team, and leading the content engine that makes Luma the most-watched, most-referenced creative technology brand on the internet.

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.

About Luma

Luma's mission is to build unified general intelligence that can generate, understand, and operate in the physical world.

We believe that multimodality is critical for intelligence. To go beyond language models and build more aware, capable and useful systems, the next step function change will come from vision. So, we are working on training and scaling up multimodal foundation models for systems that can see and understand, show and explain, and eventually interact with our world to effect change.