Head of Social Media

The Head of Social Media will lead the global strategy, execution, and growth of TON’s social ecosystem — spanning Telegram, YouTube, TikTok, Instagram, Facebook, X/Twitter, and emerging platforms, across paid, owned, and earned media. This role is responsible for driving engagement, audience expansion, and brand advocacy through innovative storytelling, community-building, and data-driven platform optimisation. The ideal candidate is both strategic and hands-on, with deep expertise in social content, platform algorithms, and performance experimentation.

Responsibilities

Global Social Strategy & Channel Growth

• Define and execute TON’s global social media strategy, aligned with marketing and ecosystem goals.

• Lead the launch and growth of key channels (TikTok, Instagram, YouTube), while optimising existing ones (Telegram, X, LinkedIn).

• Develop a consistent and authentic tone of voice rooted in TON’s values — privacy, decentralization, and creativity.

• Build, manage, and evolve a unified social content calendar in coordination with the Digital Content team.

Campaign Management & Platform Innovation

• Lead social-first campaigns that drive awareness, conversation, and community growth.

• Collaborate with the Content and Performance Hubs on creative briefs and paid amplification.

• Experiment with new formats, trends, and creator collaborations to keep TON culturally relevant.

• Partner with translators and regional leads to adapt global content to local audiences.

Community Engagement & Moderation Oversight

• Ensure strong engagement and dialogue across all TON-owned social platforms.

• Oversee Telegram strategy and community management (via Telegram Social Media Manager and global translators).

• Collaborate with the Community Lead and Head of Moderators to align community tone and engagement practices.

Data, Reporting & Optimisation

• Track and report performance metrics across platforms (growth, reach, engagement, sentiment).

• Translate insights into actionable improvements in content and publishing cadence.

• Coordinate with the Head of Marketing Analytics and Strategy for social ad performance and spend optimisation.

Leadership & Collaboration

• Manage and mentor internal social media specialists (e.g., copywriter, Telegram manager, social media planner, etc).

• Coordinate external agencies for channel growth, content creation, or analytics.

• Collaborate with the KOL team to identify potential social media partnerships that boost growth and engagement.

• Act as the bridge between brand, content, and community teams to ensure coherence and agility in social execution.

Qualifications

• 7+ years of experience managing social media at scale. Lifestyle brand, tech, or fintech preferred.

• Proven track record of growing channels and driving engagement across multiple platforms.

• Deep understanding of social algorithms, analytics, and emerging trends.

• Strong storytelling instincts and experience briefing or managing creative teams.

• Skilled in using analytics tools (Sprout, Hootsuite, or native platform insights).

• Comfortable working cross-functionally and managing distributed, remote teams.

TON Foundation is an equal opportunity employer.