Social Media Lead

The Social Media Lead will own and scale TON’s global social media presence across all platforms. This role is responsible for building a distinctive social voice, driving engagement with diverse audiences, and turning TON’s ecosystem stories into viral, shareable content. The ideal candidate combines strategic vision with hands-on execution, staying ahead of trends while delivering measurable growth in reach, engagement, and community sentiment.

Key Responsibilities

Strategic

• Define and execute TON’s global social media strategy across existing platforms X, Telegram, LinkedIn, YouTube, and set up the strategy for new platforms i.e. Instagram, TikTok and emerging platforms.
• Develop platform-specific strategies that balance thought leadership, education, culture, and community engagement.
• Align social media narratives with TON’s brand, product launches, and ecosystem milestones.

Content

• Lead the creation of high-performing content formats (memes, short-form video, carousels, threads, infographics, polls, videos etc.).
• Work closely with design and content teams to deliver visually compelling and on-brand assets.
• Manage the editorial calendar for social media, ensuring proactive and timely content.
• Experiment with new formats and trends to keep TON relevant and culturally resonant.

Community Building

• Drive two-way engagement with communities, creators, and influencers on social channels.
• Work alongside moderators and community teams to monitor and respond to conversations, ensuring TON maintains a strong and authentic presence.
• Partner cross-functionally with community and ecosystem teams to amplify user-generated content and local initiatives.

Performance

• Set clear KPIs for follower growth, engagement, reach, conversion support and sentiment.
• Use analytics tools to track performance, optimise content, and report results to leadership.
• Continuously refine strategies based on insights, platform changes, and cultural shifts.

Collaboration

• Work cross-functionally withbrand, PR, digital, content, design, product, and events teams to integrate social into broader campaigns.
• Collaborate with thought leaders, KOLs, influencers, creators, and media partners to expand reach and cultural relevance.
• Manage agency or freelance partners as needed for production and amplification.

Requirements

• 8+ years of experience in social media management, ideally with global brands, startups, or agencies.
• Proven track record of growing social audiences and creating viral content.
• Deep knowledge of platform best practices, algorithms, and cultural trends.
• Exceptional writing skills with the ability to craft witty, concise, and impactful copy.
• Strong visual eye and familiarity with design and video editing tools.
• Passion for Web3/crypto and ability to translate complex concepts into accessible storytelling relatable to web2 audience also.
• Entrepreneurial, hands-on, and agile in a fast-moving environment.
• Ideal candidate will have a mix of web2 and web3 experience.

What Success Looks Like

• TON has one of the strongest and most engaging social presences both in Web3.
• Social channels become the go-to source for TON updates, crypto/blockchain education, storytelling, and culture.
• Consistent growth in followers, engagement, and positive sentiment across platforms.
• TON’s voice is distinctive, authentic, and widely recognised across the ecosystem and beyond.